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How to Hire a Web Designer

… and do it like a pro

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Preparing to Work with a Web Professional

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Learn Their Language

Stack
CMS

Open Source / Proprietary

Theme
UX
UI
QA & UAT
Dev / Stage / Prod
Migration

Wireframes
Sitemap
Responsive
Break Point
Authenticated
SSL
Change Order / Scope Creep
404 / 301

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2. Know How Their Process Works

Discovery & Requirements
Business Goals
Research
Information Architecture
UX Design / UI Design
Development
QA + UAT
Launch + Post Launch Support
(Overall, make sure they have one! Ask!)

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3. Know Where They Add Value

Stack Expertise
Proven Processes = Efficiency
They Know UX/UI. You DO NOT (probably).
They (should) Know Tech. You DO NOT (probably).

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4. Tell Your Compelling Story

Why Should They Care About Your Crappy Company?
Sell Your Vision
Inspired Web Talent = Inspired Work
Specific Mission + Specific Audience = Specific Decision Making

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5. How Much Will You Pay?

SquareSpace = Awesome = $8/mo
College Kid = Eager = $1,000 (small site)
Experienced Freelancer = Better = $2-4k
Small Web Shop = Better+ = $5-10k
Interactive Agency = Best = $15k+
Big Ad Agency = Worst = $100k+

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6. When Are We SSD (Done!)?

YOU Do UAT
YOU Set Expectations for Quality
Put “Acceptance” in Writing

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Finding a Web Professional

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1. Using the Network

Professors
Career Center / Services
Philly Startup Leaders
Philly Tech Meetup
Design Philadelphia
PHIMA
Corzo Center (duh!)

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2. Website Communities

Elance

Allows Focused Search by US + Zipcode
Meet Them By Skype/Google
Or In Person
Get References

ODesk
Freelancer
Guru

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Negotiating With a Web Professional

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1. Great, I Beat Them Up On Price!

Right? Wrong!
Reasons Why Not to Ask Them to Drop Their Pants:

You’ve Killed Their Margins
Now, Higher Margin Work Is Priority Over Yours
They’re Calling You “Cheap”, “Petty”, and “Other”
The Expectation is Set: Bad for Both

It Is OK to Ask For Small Up-Front Discount

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2. How Much Detail is Needed?

Specificity Begets Predictable Outcomes
Vagueness Begets Ambiguous Outcomes
This Is A Fact Of Life!
Never Ever Say:

I’ll Know it When I See it
Can’t We Figure it Out Along the Way?
That Should Resolve Itself
Can’t You Just Do What They Do?
I Don’t Know What I Want Now, But I’ll Tell You When I Do (and you will not charge me any more)

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2a. Give Examples

Screen Shots of Functionality You Want
Descriptions of Workflows

First, Then, Next, Finally

Think About Logic

If X Happens Then Y, Else Z

Links to Website With Navigation You Want
Find Images on Getty, iStock, or Others That You Think Will Resonate w/ Your Audience + WHY!
Browse ThemeForest + Find Themes

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3. Contract = Risk Shield

Pay An Attorney 1 Hour To Review Terms

Yes, Add $300 Now, Save $Thousands Later

Ownership of All Assets = YOU

Does Not Apply to Open Source

Choice of Law
Mutual NDA + Non-Compete
Mutual Non-Solicitation
Mutual Indemnification
(If you don’t know what these mean, ask your attorney!)

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4. Talk About Price & TCO

Hourly Rate = Fixed Blended or Tiered?
Total Cost of Ownership = Servers + Maintenance + Annual Requirements (SSL, Domains)

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5. Negotiate Payment Terms

Always Pay Up Front

Amount Usually Based on Total, For Example
$10k = 1/3’s
$5k = 50/50

Require Delivery of All Contracted Items Before Final Payment
If a Requirement and Associated Cost is Dropped During Project Timeline, Have Cost Adjustment Conversation WHEN it is Dropped

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How To Ensure Success

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1. Areas of Risk

Scope Creep
Unexpected Maintenance & Ongoing Support
Open Source Integrations
Server Bandwidth
Incomplete QA & UAT
No Documentation (User Guides or Source Code)
404 / 301 Mapping
SEO Title, Description, Content Keywords (Not META!)

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2. Your Are Lead Project Manager

I’m Hiring Them. They Manage it All. Right?
Wrong.
YOU Are the Lead Manager
YOU Must:

Make Sure You Get a Project Plan
Watch the Project Plan
Ask For Routine Updates
Seek Out Areas of Risk in Schedule & Cost
Manage Like You Would Your Own Staff

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3. Testing & Validation

Go Read: The Lean Startup
Facts:

Every Delivery is a Chance to Learn
Show Customers Early
Don’t Ask Yes/No Questions
Don’t Ask “What do you think?” (Vomit)
Ask: “Can you tell me how you would use this?”
Learn About Experience
Write Your Assumptions. Validate Along the Way.

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Stupid Learning:

Entrepreneur to Aaron: “Do you like my logo?”

Aaron: “No.”

Entrepreneur: “Crap! Our designer failed. We must fix before we move forward.”

Smart Learning:

Entrepreneur to Aaron: “Do you like how Ebay works?

Aaron: “Yes!”

Entrepreneur: “What do you like best?”

Aaron: “I can find anything I want, used.”

Entrepreneur: “We done good.”