Avoid Web Project Stall with Psychology

If you have ever struggled to get a client to sign off on a website design and content strategy, you know how maddening it is to see a project seemingly go off the rails. Despite your thorough research of the client’s business needs and spot on recommendations, sometimes discussions can inexplicably stall out at decision moments. Don’t panic just yet. The standstill doesn’t necessarily mean you’ve missed the mark—but it may be a signal that you need to retool how to frame your recommendations.

To effectively make your case, it helps to recognize the learning styles, personality types, and decision making styles of each client team member. Such characteristics are your clues to each person’s preference for certain types of information, and their approach to weighing alternatives and potential solutions. Understanding these preferences allows you to increase engagement with your project and more smoothly navigate decision milestones.

Train yourself to consciously learn your client’s “information processing profile” as you come up to speed on the company during the research phase of the website project. This insight pays off big, particularly if you are working with a large group of stakeholders. Over time, this kind of observational work will become second nature to you.  

Humans are complex creatures not easily pigeonholed into behavior categories, but in my own web development work, I repeatedly see a handful of dominant characteristics in my web clients. I want to share my informal “character profiles,” and what works for me during web projects. To be sure, these are exaggerated, highly generalized amalgamations of learning, personality and decision-making styles, but you get the idea.

The “Analyst”

Analyst Profile: Analysts like data and facts and tend to be very comfortable with numerical/financial datasets. They are not afraid to make decisions when (in their view) a “critical mass” of evidence is presented. Analysts are very comfortable with “what has always worked in the past,” and can initially resist new approaches. They will challenge opinions, not out of disrespect, but out of their genuine need to understand the evidence basis of the opinion. Analysts can become impatient with discussion on issues they do not feel are important to the project, or which do not have black or white solutions. But, they can be great proponents of change once they buy into an approach.

What Works Well: When presented with new ideas or approaches, Analysts need to see the proof. They also tend to be willing to invest in reading/research on their own to come up to speed. Use that to your advantage and share resources ahead of decision-oriented discussions.

• Walk Analysts through user data for their existing site (if you haven’t already done so), to help them understand typical user behavior, what content users seek, where users spend time on the site (or don’t), etc. Small businesses may not have analytics installed on their sites, which you’ll undoubtedly be rectifying. In which case, bring your Analysts up to speed on their options. I like RazorSocial’s Understanding Google Analytics article as a high-level starting point for engaging clients with Google Analytics. Check out other options for web analytics on DynoMapper.
• Explain W3 web accessibility best practices as it relates to your design recommendations.
• Research web best practices for the client’s specific business industry and company size and include that data in your design recommendation rationale.

The “Artist”

Artist Profile: Artists care deeply about the visual aesthetics of the website and recognize the power of great design. They tend to know what business competitor sites look like and have strong ideas about images, color schemes, fonts and layouts. Artists may or may not appreciate the differences in best practices for information on the web versus in print. They want to see a “beautiful” design that has emotional impact with users. As a result, Artists can feel off put or nonplussed by design features that are functionally effective, such as a large boldly colored call-to-action button. Artists can serve as important counter balances to more process-focused team members.

What Works Well: Invest in the Artist’s understanding of how users engage with content on the web.

• Walk the Artist through best practices for how and where to present information on web pages. As a starting point, consider Usability.gov’s Writing for the Web guidelines.
• If the company does not already have a color scheme, engage the Artist with the psychology of color theory to get buy in for your recommended color palette options. (Or to explain your choice of a color for that pesky call-to-action button.) ColourLovers offers a concise summary of color theory for easy consumption, but I also like UX Planet’s Color Theory: Brief Guide for Designers.
• Plan to invest some time discussing best practices in web design with your Artist. Check out Conversion XL’s universal web design principles as a great starting point. 

The “Sensate”

(I couldn’t resist alluding to Netflix’s Sense8 series. Love that show!)

Sensate Profile: The Sensate cares about making things as easy as possible for the customer. Their lens is always the customer perspective. Sensates can be great sources of real user stories that help you build user-focused website functionality. Be aware, though, Sensates often engage more quietly (unlike Analysts) and may not speak up unless prompted or in one-on-one conversations. Their observations on company products, processes, customer service and service recovery are invaluable pieces of intel. Sensates often work on the front line of customer interactions.

What Works Well: Help Sensates see how the proposed website organization and functionality meets the needs of customers.

• Make user story examples part of your presentations, and demo customer “tasks.” Ask Sensates for validation and suggestions.
• Use testing services to gain deeper insight into the customer demographic and validate website functionality. Share the results with Sensate stakeholders and the broader team. Video clips of users successfully navigating the website are powerful. Usertesting.com is a service I have used several times, but there are many others. It’s quite fascinating and sometimes humbling to watch a user test video.

The “Modernist”

The Modernist Profile: In my work in Higher Ed, the Modernist comes in two forms: a distinctly younger employee who grew up using computers, technology and social media; or an employee who, as a parent or front-line customer support, actively witnesses generational differences in information, web and social media engagement. These individuals push for social engagement with customers. Young Modernists may not have enough company tenure, social clout or presence to champion significant changes. Older Modernists understand that a younger customer demographic has different expectations than older customers—but may not be able to articulate appropriate next steps in addressing those differences. 

What Works Well: Address customer engagement needs as early as possible, and plan for a transitioning customer base.

• Give the Modernist some cover by developing archetypal customer profiles (if the client hasn’t already done so). Share customer profiles with decision makers early on in project discussions and refer to these profiles often. This helps the entire web team clearly grasp who their customers are today. Paired with the company’s business goals, such information will naturally highlight pain points in the customer service interface. This can lead to very productive conversations and problem solving where Modernists contribute valuable insight. (Plus, they are likely to get back up from Sensate colleagues who are in sync with customer expectations.) The Pew Research Center’s February 2018 Fact Sheets on Social Media, Internet and Mobile technology engagement are useful tools in helping client teams understand online technology use across a range of demographics.
• Website user testing is always helpful, but especially so as you address different audience needs. Testing will stress or validate your design and functionality decisions and help to refine the site.

Armed with an understanding of your client’s dominant engagement styles, you can adapt your processes and presentations to effectively address stakeholder concerns. This, in turn, helps keep projects on track through key decision milestones. And, you look like the expert you are!

I hope this article stimulates ideas for strategies in your own area of web development. I want to know what has worked for you. How do you manage client relationships and customer team dynamics?  Share your comments below or message me directly.

Photo credit: AScherbatsy via Creative Commons.

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Deborah Hill is an anthropologist and communications strategist who blogs about the ways humans and businesses interact. Her professional work has included science writing and developing communications strategies for Higher Ed departments and schools across the fields of arts, humanities, and natural and social sciences. Her consulting work supports the development of small businesses.