Defining the solution before the problem

A new website is a big investment. Setting the project up well from the beginning is critical. Often, big projects start with a (well-meaning) Request for Proposal (RFP) from the company looking for services. And more often than not, it’s setting the project up for failure before it’s even begun.

RFP writing is a big task – usually done client-side, without a digital strategist on-hand (that’s why an RFP is going out, the need for digital support). It’s a lot of guessing at what’s needed, maybe using AI to fill knowledge gaps, and lacking user research to accurately tell what the real issue and solution is.

I’ve worked on countless website redesigns, seen the process inside and out, and have done a lot of thinking about how client and agencies can work better together.

Don’t start with an RFP for the entire redesign (if you want an accurate quote)

I’ll level with you, when an agency quotes on an RFP for a complete website redesign, they just threw out a number. They have no idea if it’s correct. How could you, having no idea what the back-end looks like? Or what user research has been done? Or what the biggest challenges are?

As the full scope of the project reveals itself – that’s when tensions rise. Bound by the agreed quote, there’s pressure to keep it on budget – that’s when corners get cut, at the expense of your project’s success.

Instead: Start with an audit and planning exercise

At a low cost, this allows you and the agency to work together to identify knowledge gaps and create a roadmap for future steps. The agency can then provide a more accurate quote for what you need, armed with an understanding of the back-end technical and architectural challenges. This takes time, but the cost of going entirely in the wrong direction is far more significant.

Resist the urge to leap to a redesign as the solution

I get it, you’ve been working with this website/product for however long, and you’re frustrated with it. It may no longer reflect who you are as a brand, or maybe it’s cumbersome to use, and as one of the biggest representations of your company, yes – the website matters. 

Regardless of your frustrations, look for things that are working. Whether it’s structural, content, or design – try to understand the intention behind the current website before throwing it entirely out.

Instead: Work with your agency/consultant to determine the solution together

Lean on your agency to help you determine if a complete overhaul is what you need. The audit and planning stage exercise is a perfect time to do this, and helps you build a trusted relationship without commitment.

Be really careful when stating your business goals and objectives

RFPs generally have to state what your goals and objectives are. Business goals are not the same as user goals. They need to work together, but they are not the same. The agency reading your RFP may mistake your business goals for user goals, and head off in entirely the wrong direction.

Instead: State your business goals, but be clear about your level of understanding of your audience needs

You don’t need to know everything, the agency can fill in knowledge gaps with a proper research plan, but you do need to be clear so they know where the shortcomings are. Describe what inputs you already have (personas, user research interviews/surveys, user flows, etc.) or if you’re looking for suggestions on what’s required.

Be careful when vetting agencies. If a response repeats your business goal without depth of the user perspective, that’s a red flag that they’re trying to win your business, but they’re not going to push for what’s right.

Don’t rush the process, especially when it comes to content

Slow down. When you’re planning a large-scale digital investment, it’s important to think about each stage of the plan in depth. There are so many variables in project complexity and dependant tasks, building out a plan takes time, and flexibility is key.

One of the most common mistakes I see is a fully built timeline, start to finish, with no flex or checkpoints to re-assess. As an example of just one key checkpoint – the content architecture stage will determine the level of effort that needs to go into content creation or changes. There are many checkpoints that are critical to consider, so the flexibility needs to be there to adjust as you go.

Instead: Take a phased approach to timeline creation, with built-in checkpoints.

When you reach milestones within the project (think information architecture/wireframe approval, design approval, etc.) review the next steps and re-estimate level of effort and timelines according to the project needs.

A successful project starts with a great brief. Lean on your agency/consultant and work together to create a thoughtful, impactful, and user-centered experience.