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Always review the designer’s portfolio so you get a sense of the person’s
work. If reviewing the portfolio online, read any accompanying copy to
determine if the designer understands business objectives. If you’re reviewing
the portfolio in person, listen for the designer’s commitment to reaching
business goals.
In your initial interview, be sure to ask the following questions:
• Have you worked on a project like mine before?
Designers build up a body of knowledge regarding the industries of the
clients they work for. That can work to your advantage. Designers who
have experience with your type of project (brochure, database-driven web
site, logo, etc) can also provide you with more accurate estimates and
work efficiently.
• Can you give me some examples of how your designs have
translated into higher sales or greater visibility for your clients?
Good design is not just about creating pretty decoration, it’s about achieving
measurable business goals. Make sure your designer is oriented around
your organization’s needs.
• Have you ever had a project go over budget or over schedule
due to something you did? While it is not unusual for projects
to stray from an original brief, this should occur only when the client’s
needs have changed, and not due to designer error or learning curve. In
rare cases where the deviation is unavoidable on the part of the designer,
some compensation to the client should be offered.
• What do you know about my business/organization? The
more your designer knows about your organization and industry, the more
expertise they can bring to bear on the project.
• What happens if I don’t like what you design for me?
Professional design firms have processes in place to ensure they receive
the information they need in order to design effectively to reach your
business goals.
• What can you offer that other designers can’t?
Knowing what makes your designer unique in the marketplace will help you
determine if they’re a good match for your project.
In addition to the above questions, ask the following of web designers:
• How do sites you’ve designed rank in search engines?
Particularly if your site needs to rank well in search engines, choose
a designer who knows the ins and outs of search engine optimization. A
number one ranking isn’t always a realistic goal, so your designer should
be able to tell you the kinds of things that are necessary for search
engine performance.
• What strategies do you employ to make sure a site is easy
to use? Usability (how easy it is to accomplish a desired task)
and accessibility (how user-friendly your site is to users with disabilities)
are key for many sites. In the case of government-related web sites, accessibility
is required by law. Your designer should be familiar with these principles
to ensure your site reaches the broadest audience.
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