• Digital Insights

  • 著者: Paul Boag
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Digital Insights

著者: Paul Boag
  • サマリー

  • Need some inspiration for your digital strategy or website, but don't have time for reading endless posts? Struggling to keep up with the latest innovations in web design, user experience and service design? These bite-sized digital insights from UX designer and consultant Paul Boag will keep you up-to-date. Typically only a few minutes long they are ideal listening when on the move.
    Boagworks Ltd
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Need some inspiration for your digital strategy or website, but don't have time for reading endless posts? Struggling to keep up with the latest innovations in web design, user experience and service design? These bite-sized digital insights from UX designer and consultant Paul Boag will keep you up-to-date. Typically only a few minutes long they are ideal listening when on the move.
Boagworks Ltd
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  • Unlock Your Agency’s True Value: From Web Builder to Strategic Consultant
    2024/11/05
    I've been thinking about an important shift in our industry that we've discussed in the Agency Academy I run. It's time we dive into this subject and explore how we can adapt our approach to stay competitive.The landscape for web design agencies and freelancers is evolving, but don't worry - this isn't about abandoning our core services. Instead, it's about recognizing and charging for the expertise we often give away for free.While DIY platforms and templates have made the technical aspect of web design more accessible, our strategic knowledge is more valuable than ever. It's time we position ourselves not just as implementers, but as strategic partners who offer both consultancy and implementation.Let's break down why this matters and how you can make the most of it:The Real Value: Knowledge Alongside ImplementationClients can get a website from many places, but what they truly need is strategic insight to align their digital presence with their business goals. This is where we excel. Our experience, understanding of user behavior, and ability to see the big picture are incredibly valuable assets.By offering both consultancy and implementation, we're not just building websites; we're comprehensively solving business problems. This approach allows us to charge separately for our knowledge and our technical skills, potentially increasing our overall project value by 20-30% or more.Adding Consultative Services to Your OfferingsTo make this transition, start by expanding your service offerings. Alongside your existing web design and development services, consider adding:Digital Strategy Workshops: Help clients align their digital presence with their business goals.User Experience (UX) Audits: Identify pain points in existing digital products and prioritize improvements.Performance Optimization Consulting: Improve website speed, SEO, and conversion rates.Technology Stack Consultation: Guide clients in choosing the right technologies for their needs.Custom Training Programs: Empower client teams while maintaining your role as the expert implementer.Coaching and Mentoring Services: Offer ongoing support to help clients develop their digital strategy skills and make informed decisions about their online presence.The key is to focus on outcomes rather than features. Instead of just selling a redesign, sell the strategy behind it, and then implement that strategy.Packaging and Pricing Your ExpertiseJustifying higher rates for consultative work as a freelancer who also handles implementation can be challenging, but there are several compelling reasons to do so:Strategic value: Consultative work focuses on high-level strategy and business outcomes, which typically have a greater impact on the client's success than implementation alone.Specialized expertise: Consultancy leverages your years of experience and industry knowledge, offering insights that go beyond technical skills.Problem-solving focus: As a consultant, you're solving complex business problems, not just delivering a product.Outcome-driven approach: Emphasize that you're selling outcomes and strategies, not just features or deliverables.Separate pricing structure: Consider packaging consultancy as fixed-price "products" distinct from implementation work. This helps clients understand the unique value of each service.Language and positioning: Position your consultative services as "strategic advisory" to differentiate them from implementation work.By clearly communicating the distinct value of your consultative services and focusing on the outcomes they provide, you can justify charging higher rates for this aspect of your work, even as the same person delivering both services.Benefits of the Combined ApproachThis shift benefits both us and our clients. Here's why:For your agency:Increased perceived value and higher overall project feesStronger, longer-lasting client relationshipsDiversified revenue streamsOpportunity to develop and charge for proprietary methodologiesFor your clients:Comprehensive solution: strategy plus implementationMore effective digital presence aligned with business goalsAccess to expert knowledge throughout the project lifecycleLong-term value beyond just immediate deliverablesEmbracing Your Role as Both Strategist and ImplementerAs we wrap up, I want to emphasize that this transition is about expanding our role, not changing it entirely. We're not abandoning implementation to become pure consultants. Instead, we're recognizing the full value of what we offer: both strategic insight and technical expertise.This shift might feel daunting, but remember, you already have the knowledge. It's just a matter of packaging and presenting it as a distinct, valuable service alongside your implementation work. Start small if you need to - maybe offer a paid strategy session before your next website project. See how it goes, and build from there.If you would like to discuss this further, you should consider joining the Agency Academy. Let’...
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    7 分
  • Why Occasional Workshops Aren't Enough: The Case for Self-Learning Resources
    2024/10/31
    Hi everyone.I run a lot of workshops within organizations. They're great for connecting people, allowing space for questions, and inspiring teams. But here's the thing: I'm not convinced they're the best method of training staff in most cases.Don't get me wrong, workshops have their place and I enjoy running them. They create a shared learning environment, foster discussion, and can be incredibly motivating. However, they come with some significant drawbacks that we need to address.Key Challenges with WorkshopsFirst, let's consider the retention problem. Unless people immediately apply what they've learned in a workshop, they tend to forget it. Even if they do use the information right away, without regular application, that knowledge fades over time. It's just how our brains work.Then there's the issue of staff turnover. When employees who attended a workshop leave, they take that knowledge with them. New hires miss out unless you repeat the workshop, which can be expensive and logistically challenging.Speaking of logistics, getting everyone in the same place at the same time is always a headache. There's always someone on vacation, out sick, or unable to attend for various reasons. This leads to knowledge gaps within teams.Workshops also tend to be one-size-fits-all solutions, which is problematic when you have attendees with varying levels of experience. Some people might be bored, while others struggle to keep up.Lastly, workshops require intense concentration, which can be exhausting for participants. By the end of a long session, people's attention spans are stretched thin, and their ability to absorb information diminishes.The Alternative: Self-Learning ResourcesSo, what's the alternative? I'm a strong advocate for self-learning resources broken down into small, focused lessons. These could teach specific skills like "how to run a 5-second test" or "how to edit a page on the CMS." I find this approach far more effective when I implement them in organizations.These resources could take various forms: short videos, step-by-step written instructions, or even checklists. Some content could be universal and purchased off-the-shelf (like "writing for the web"), while other material would need to be custom-made for your organization.Imagine organizing all of this in a UX playbook alongside policies, procedures, standards, and more general educational content like "why accessibility matters." You could even integrate these resources directly into your tools. For example, embedding how-to guides within your CMS so people can access instructions right when they need them.Speaking of playbooks, if you're an agency owner or freelancer, I've created one just for you! It includes easy-to-follow guides, client education materials, and tools to help simplify your web design projects. Check it out here.Benefits of Self-Learning ResourcesI've found that self-learning resources offer numerous benefits for organizations:Consistent knowledge base: Everyone accesses the same information, ensuring standardized knowledge across the organization, regardless of when they joined.Self-paced learning: Staff can engage with material when it's most relevant and revisit as needed, accommodating different learning styles and schedules.Always available: No waiting for the next workshop to learn crucial skills. This immediate access can significantly reduce downtime and boost productivity.Scalable: Once created, these resources can be used by unlimited employees across various departments and locations.Cost-effective: After the initial investment, ongoing costs are minimal compared to repeated workshops, offering a high return on investment over time.Flexible: Easy to update and expand as processes and technologies evolve, ensuring learning materials remain current and relevant.Personalized learning: Employees can focus on areas most relevant to their roles or skill gaps, creating a more tailored experience.Measurable results: Digital learning resources often include analytics, allowing you to track engagement and assess training effectiveness.Continuous learning culture: Readily available resources encourage employees to take ownership of their professional development, fostering a growth mindset.Remote team support: Self-learning resources are particularly valuable for organizations with remote workers or multiple office locations, ensuring consistent training regardless of physical location.Finding the Right BalanceDon't get me wrong – I'm not saying we should completely do away with workshops. They still have value, especially for team building, brainstorming, and tackling complex problems that benefit from group discussion. But they shouldn't be your only, or even primary, method of training and knowledge sharing.By investing in a robust set of self-learning materials, you're not just training your current staff – you're building a knowledge infrastructure that will serve your organization for years to come. It's about ...
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    5 分
  • Invitations to Tender: A Flawed System in Need of Change
    2024/10/17
    Let's have an honest conversation about invitations to tender (ITTs). We've discussed this topic in the Agency Academy, and I believe it's time to address this significant issue in our industry.If you've been in the digital industry for any length of time, you've likely encountered them. They're a staple of the procurement process, especially in larger organizations and government bodies. But here's the thing: they're not working. Not for agencies, not for clients, and certainly not for the projects themselves or their end users.As someone who's been on both sides of the fence - writing proposals and evaluating them - I've seen firsthand how this process can fall short. So, let's break down why ITTs are problematic and explore some alternatives that could lead to better outcomes for everyone involved.The Agency Perspective: A Costly GambleFor agencies, responding to an ITT is often a significant investment of time and resources. It's not uncommon for teams to spend weeks crafting the perfect response, only to find out they were just there to make up the numbers. This isn't just frustrating; it's economically unsustainable.The amount of work involved in pitching is substantial. Agencies often have to dedicate significant resources to preparing detailed proposals, which takes time away from billable work and ongoing projects. This investment is made with no guarantee of success, and often with the knowledge that they may have little to no chance of winning the bid.Moreover, the limited information provided in most ITTs makes accurate pricing nearly impossible. Agencies are forced to make educated guesses about the scope and complexity of the work, often leading to either overpricing (and losing the bid) or underpricing (and losing money on the project). This lack of information and the absence of an opportunity to conduct necessary research puts agencies in a precarious position.To mitigate these risks, agencies often have to add a buffer to their pricing, which can make them less competitive. Alternatively, they might lowball their estimates to win the bid, potentially setting themselves up for financial strain or a compromised project quality down the line.The Client's Dilemma: Paying More for LessClients might think they're getting a good deal through competitive tendering, but the reality is often quite different. The costs associated with preparing unsuccessful bids don't just disappear - they're factored into the rates of successful projects. This means clients are indirectly paying for all those failed proposals, essentially subsidizing the entire tendering process across the industry.Furthermore, the ITT process often rewards the best sales pitch rather than the most suitable agency. Clients end up with partners who excel at writing proposals but may not be the best fit for their specific needs. In many cases, agencies tell the client what they want to hear rather than what they need to know, leading to misaligned expectations and potential project failures down the line.The Project Suffers: Inflexibility and Missed OpportunitiesPerhaps the most significant drawback of the ITT process is its impact on the projects themselves. The rigid specifications laid out in most tenders leave little room for agencies to bring their expertise to bear on the project's scope and approach.This inflexibility continues throughout the project, as the fixed scope makes it challenging to adapt to new insights or changing requirements. It can also lead to tension between the client and agency over what's considered "in scope," potentially damaging the relationship and the project's success.Moreover, the selection process is often weighed too heavily towards the cheapest price, NOT the best value. This can result in subpar outcomes, as the focus shifts from delivering quality and innovation to merely meeting the minimum requirements at the lowest cost.The fixed scope also means there's limited opportunity to respond to insights gained during the project, including crucial user testing results. In the fast-paced world of digital, this inflexibility can lead to outdated solutions or missed opportunities for improvement. Without the ability to pivot based on user feedback, projects risk delivering products that don't meet actual user needs, regardless of how well they adhere to the original specifications.A Better Way ForwardSo, what's the solution? While I understand the need for accountability and fairness in procurement processes, especially in public sector organizations, we need to find a middle ground that works better for all parties involved.Here are a few ideas to consider:Focus on track record and capabilities: Instead of detailed project specifications, evaluate agencies based on their past performance, case studies, and overall capabilities. This approach allows clients to select partners based on their proven expertise rather than their ability to write a compelling proposal.Paid discovery phase: Consider ...
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    7 分

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