Applying Project Management Principles to Web Design
“Why are we building this website?”
As a trained project manager one of the first lessons you’re taught is to ask this question and continue asking it until the project objective can be summarised in a single sentence. Ultimately, this single sentence will become the core objective of the project and something by which the end result may be measured. Unfortunately many web designers and customers miss the point of this question entirely and end up defining the ‘what’ rather than the ‘why’.
The line of questioning may go something like this:
Web Designer: “Why are we refreshing this website for ABC Corp?”
Customer: “We want to provide our customers with an interactive medium which allows them to view our products and understand the core principles of company. We figure providing an online presence is the most effective way of doing this as it allows us to reach the widest market whilst also ensuring we maintain our company branding and image.”
Now what does this tell the Web Designer about the objective of the project? As a customer you’ve instantly communicated ‘what you want’ instead of ‘why you want it’. So what’s the problem with that? There’s no reason you can’t tell a developer exactly what you want. You’re going to have to do that at some point, but when commencing a new project you should really be focused on ‘why’ you are doing it first, then what you’re going to do to achieve those goals.
Defining and remaining focused on the reason why you are undertaking a project will ensure that everything you do in relation to the project is contributing towards those key objectives.
Any decent project manager would continue to drill down in the scenario above until the root reason ‘why’ is obtained.
Web Designer: “So why are we providing an interactive medium to display products, communicate principles and maintain company image?”
Customer (eventually): “To make money.”
Let’s face it, the vast majority of businesses on the internet today are there for one reason to make money. The business objective of most websites is to make as much money as possible.
With this in mind the approach to web design should not necessarily be one which focuses solely on the creativity and all too common the bells and whistles which many web designers seem so focused on. Unless the site provides quality content which turns visits into sales then the website has failed to meet its core objective, to make money.
So telling a web designer ‘what you want’ is likely to result in bells and whistles just like the millions of other sites out there. Understanding the ‘why’ component of any project can be taken a step further. The use of Business Strategy principles within web design ensures the overriding business objectives and strategy are understood and that the introduction of any online media supports these objectives and actively contributes towards them.
Very few web designers take this approach of trying to understand business strategy and objectives in order to tailor effective web solutions which aim to meet them and deliver results.
The use of Project Management principles within web design provides not only that a project will be delivered on time and on budget but that it will successfully meet the key objectives of your project.
Flashburn Design takes both a Business Strategy and Project Management approach to all our projects. We work closely with clients to firstly understand why you’re undertaking a project and then work on how we can achieve those goals.
You can still have the bells and whistles, providing they are contributing to your overall objective!
Andrew Jackman is the Managing Director of Flashburn Design, a web development, marketing and web hosting company based in Melbourne, Australia, specialising in Content Management Systems and e-commerce websites.
