‘Website design briefs: Be very careful what you ask for’ – EConsultancy
Paul Randall says, “Be careful what you ask for, is always sound advice. And when you’re briefing an agency to create a new website or ecommerce store you need to be extremely careful.
The consequences, good and bad, of that briefing will stay with you for some time. The results of dodgy assumptions or the wrong focus can be costly to fix once you’ve discovered your expensive new site is a flop.
Briefs typically go wrong for a very simple reason: they start off focusing in the wrong place. The list of requirements is usually framed along the lines of ‘We need the website to…’ The ‘we’ in question is, of course, the business commissioning the new site.
This is more or less the normal mindset when agencies are briefed about redesigning a website or ecommerce store. It’s also, in my view, completely the wrong focus.
And if your project starts off asking for the wrong things don’t be surprised if it doesn’t deliver the ROI you hoped for. It will then take a lot of effort and cost down the line to deliver the performance and conversions you need”.
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