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A great user experience? The perennial balancing act between user & stakeholder needs.
By Michael Davey, 9th December 2006
It is probably no exaggeration to say that every web design project has at some stage suffered from the conflicting needs of stakeholders and users.
This issue has far reaching consequences for the ultimate solution, and can also be the making – or breaking – of a good client/agency relationship. It is not a case of following hard and fast rules or playing the blame game. Stakeholders and their agencies usually want the same thing i.e. a great user-experience. The problem often lies in the fact that they express it in such different ways.
The stakeholder perspective
Web Masters, Managing Directors, Marketing Managers and a whole host of other stakeholders usually have firm views on what the redesign process should achieve. Sometimes those views are explicitly communicated to the design agency, but sometimes a little digging is required.
It is important to understand the position of each stakeholder, as their individual sensibilities could have a huge impact on the project as a whole. For example, why does the MD want a Flash demonstration on the Home Page, why is the Marketing Manager intent on having animated graphics on promotional banners? The answers to these questions are central to the web design agency's brief and the journey of discovery can be of benefit to both parties.
Who champions the user?
Many design agencies think of themselves as the champion of the user. To an extent this can be true, but how far can you take it? Certainly it is true that previous experience can be brought to bear, but good designers will not make too many assumptions about the needs of users.
Every website has a different user-group and it is folly to assume that past experience provides the design team with all they need to know. For example, certain brands attract older customers who will need a slightly different online experience. Conversely, some brands tend to generate business from a younger, internet savvy audience who might wish to engage with a website in a more interactive way. The key is for designers and their clients to engage in a thorough discussion as early as possible in the project.
Finding the balance
Clients and their agencies bring a host of experience and knowledge to the table. Open and frank discussions about the direction of a particular design are fundamental to the agency/client relationship. This process of challenge and counter-challenge can lead to great results, and usually helps to cement a solid working relationship.
In reality, both parties must share the same passion for delivering the solution that would work for users.
In reality, both parties must share the same passion for delivering what will work for users. The only way to be sure that this is being achieved is to test the output during as many stages in the project as possible. Thinking about the information architecture, mocking up wireframes, creating the look and feel and developing the final code; all these things can be tested with users before time-consuming and expensive mistakes are made.
The client and the agency should be working hand-in-glove to champion the user at every stage. But the real test of commitment to the user, is to continually ask them what they require and test their reactions to solutions. Now, that's another story...