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Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice / Template Files / Trends & Innovation SAMPLE: User Experience Buyer's Guide 2011 SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/user-experience-buyers-guide

Econsultancy User Experience Buyer's Guide 2011

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An invaluable resource for those investigating the market for user experience agencies, with profiles of 27 suppliers, the latest market trends and tips and pitfalls for buyers. The 263-report covers issues and trends affecting this sector, and contains information about best practice, as well as useful advice for those seeking a suitable supplier.

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Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice / Template Files / Trends & Innovation

SAMPLE: User Experience

Buyer's Guide 2011 SAMPLE ONLY. Please download the full report from:

http://econsultancy.com/reports/user-experience-buyers-guide

SAMPLE: User Experience

Econsultancy London

4th Floor, 91-93 Farringdon Rd

London EC1M 3LN

United Kingdom

Telephone:

+44 (0) 20 7269 1450

http://econsultancy.com

[email protected]

Econsultancy New York

41 East 11th St., 11th Floor

New York, NY 10003

United States

Telephone:

+1 212 699 3626

All rights reserved. No part of this publication may be

reproduced or transmitted in any form or by any means,

electronic or mechanical, including photocopy, recording

or any information storage and retrieval system, without

prior permission in writing from the publisher.

Copyright © Econsultancy.com Ltd 2011

Published February 2011

User Experience Buyer‘s Guide 2011 Page 1

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Contents

1. Introduction ..................................................................... 1

2. About Econsultancy ......................................................... 2

3. Executive Summary ......................................................... 3

4. The Market ....................................................................... 5

4.1. Market value and growth ............................................................ 5

4.1.1. Size of market compared to other online marketing channels ................................................................................... 6

4.2. Spending trends in different sectors ........................................... 7

5. Market Trends ................................................................. 8

5.1. Companies focus on strategy as market matures ....................... 8

5.2. Companies recognise link between business performance and customer experience .......................................................... 10

5.3. Humanisation of user experience online ................................... 12

5.4. Analytics becomes important – but not the silver bullet .......... 14

5.5. Wider range of new formats and devices available ................... 16

5.6. The evolution of search impacts user experience ..................... 18

5.7. Return on Investment and benefits of best practice user experience ................................................................................... 19

6. Strengths, Weaknesses, Opportunities and Threats (SWOT) .......................................................................... 21

6.1. Strengths ..................................................................................... 21

6.2. Weaknesses................................................................................ 22

6.3. Opportunities ............................................................................ 24

6.4. Threats ....................................................................................... 26

7. Costs and Pricing Models .............................................. 28

7.1. Method of charging ................................................................... 28

7.2. Success-based fees ..................................................................... 28

7.3. Cost of services .......................................................................... 28

8. Tips and Pitfalls ............................................................. 29

8.1. Introduction .............................................................................. 29

8.2. Does the agency have the right credentials and is it working to recognised standards? .......................................................... 30

User Experience Buyer‘s Guide 2011 Page 2

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8.3. The right personality and cultural fit ........................................ 30

8.4. Getting robust results at an affordable price ............................. 31

8.5. Aligning objectives and agreeing actionable outputs ............... 32

9. Market Positioning Charts ............................................. 33

9.1. Explanation for Chart 1 - Area of expertise .............................. 33

9.2. Explanation for Chart 2 – Client focus ..................................... 34

10. Supplier Positioning Summary ..................................... 35

10.1. Area of expertise ........................................................................ 35

10.2. Client focus ................................................................................ 36

11. Supplier Matrix and Company Focus ............................ 37

11.1. Matrix ........................................................................................ 37

11.2. Service provider focus: services and platforms ........................ 39

12. Supplier Marketplace and Profiles ................................ 44

12.1. Amberlight Partners .................................................................. 44

12.2. Bunnyfoot ................................................................................... 51

12.3. Clearleft ..................................................................................... 59

12.4. Cogapp ....................................................................................... 66

12.5. cxpartners ...................................................................................75

12.6. Experience Solutions ................................................................. 84

12.7. Flow ............................................................................................ 91

12.8. Foolproof ................................................................................... 99

12.9. Fortune Cookie ........................................................................ 106

12.10. Foviance .................................................................................... 113

12.11. Human Factors International .................................................. 122

12.12. Nomensa ................................................................................... 134

12.13. One to One Insight ................................................................... 141

12.14. PRWD ...................................................................................... 148

12.15. RedEye optimum.web .............................................................. 157

12.16. Serco ExperienceLab ................................................................ 164

12.17. SimpleUsability ........................................................................ 174

12.18. Spotless Interactive ................................................................. 180

12.19. Super User Studio ................................................................... 189

12.20. System Concepts....................................................................... 196

12.21. The Usability Lab .................................................................... 205

12.22. User Vision ............................................................................... 211

12.23. Userfocus ................................................................................. 220

User Experience Buyer‘s Guide 2011 Page 3

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12.24. we are: london ......................................................................... 230

12.25. Web Usability Partnership ...................................................... 237

12.26. Webcredible ............................................................................. 249

12.27. Your Mum ................................................................................ 257

SAMPLE: User Experience Buyer‟s Guide 2011 Page 1

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1. Introduction Econsultancy‟s buyer‟s guides are the ideal starting place for anybody researching new

suppliers in digital market sectors. They contain in-depth vendor profiles; to help you

quickly evaluate suppliers and service providers, as well as market analysis to help you put

things into perspective. Vendors are selected for the report based on a combination of factors,

not limited to but including:

Analysis of capabilities (services / products)

Clients

Experience (qualifications / trade bodies / case studies / client lists)

Expertise (by sector / topic),

UK status (a UK office is preferred, occasional exceptions are made)

Ability to take on and fulfil new projects

Recommendations from trusted sources (or anecdotal evidence to the contrary)

Google visibility

Business model (a high % of turnover should be related to these services)

Company website

Econsultancy does not explicitly recommend any of the suppliers featured in these guides,

principally because it is impossible for us to work with all of them to form a first-hand

opinion. But we do believe - based on an intensive and careful selection process - that the

chosen vendors represent quality.

Buyer‟s Guides are updated on an annual basis, so the information contained within is recent

and thus valid. Send any questions or comments to [email protected].

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2. About Econsultancy

Econsultancy is a digital publishing and training group used by more than 200,000 internet professionals every month.

The company publishes practical and time-saving research to help marketers make better decisions about the digital environment, build business cases, find the best suppliers, look smart in meetings and accelerate their careers.

Econsultancy has offices in New York and London, and hosts more than 100 events every year in the US and UK. Many of the world's most famous brands use Econsultancy to educate and train their staff.

Some of Econsultancy‟s members include: Google, Yahoo, Dell, BBC, BT, Shell, Vodafone, Virgin Atlantic, Barclays, Deloitte, T-Mobile and Estée Lauder.

Join Econsultancy today to learn what‟s happening in digital marketing – and what works.

Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York). You can also contact us online.

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3. Executive Summary The focus of this report is user experience, with a discussion of market trends and profiles of

27 agencies specialising in user experience and usability services. The profiled agencies all

have a presence in the UK.

The UK user experience market will grow by an estimated 8% in 2011 to a value

of £222 million.

The market for user experience services is maturing, and many companies are thinking

strategically about how user experience can be used to optimise the customer experience.

User experience has now been established as a hygiene factor, and is essential at every level of

the organisation.

Although businesses are gradually recovering from the slowdown caused by the recession, the

economic outlook is difficult to predict. What is clear is that there will be a continued focus on

improving the customer experience, while also demonstrating return on investment.

The good news is that it is getting easier to measure success, due to the proliferation of testing

tools and increasingly sophisticated analytics solutions. However, analytics data must be

combined with user experience data (such as user behaviour) to garner actionable insights.

There are plenty of new exciting opportunities in 2011, with many technological innovations

in devices and formats. The addition of touch-screen technology adds another dimension to

the user experience, which is both an opportunity and challenge for practitioners working in

this space. The introduction of new web standards (including HTML5) will help to make user

experience more immersive, interactive and engaging.

Trends within this market include:

Companies focus on strategy as market matures

Companies recognise the link between business performance and customer experience

Humanisation of user experience online

Analytics becomes important – but not the silver bullet

Wider range of new formats and devices available

The evolution of search impacts user experience

The buyer‟s guide contains profiles of the following user experience agencies:

Amberlight Partners, Bunnyfoot , Clearleft, Cogapp, cxpartners, Experience Solutions, Flow,

Foolproof, Fortune Cookie, Foviance, Human Factors International, Nomensa, One to One

Insight, PRWD, RedEye optimum.web, Serco ExperienceLab, SimpleUsability, Spotless ,

Interactive, Super User Studio, System Concepts, The Usability Lab, User Vision, Userfocus,

we are: london, Web Usability Partnership, Webcredible , Your Mum

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Related Econsultancy reports and content

Econsultancy / Foviance Multichannel Customer Experience Report 2010

http://econsultancy.com /reports/multichannel-customer-experience-report

Econsultancy / cScape Customer Engagement Report 2011

http://econsultancy.com /reports/customer-engagement-report

Product Pages: A Best Practice Guide

http://econsultancy.com/reports/product-pages-a-best-practice-guide

Mobile E-commerce Best Practice Guide

http://econsultancy.com /reports/mobile-e-commerce-best-practice-guide

How to create amazing Facebook pages

http://econsultancy.com/reports/how-to-create-amazing-facebook-pages

Achieving Digital Balance

http://econsultancy.com /reports/achieving-digital-balance-best-practices-for-mastering-digital-strategy-and-

budgets

Usability and User Experience Business Case

http://econsultancy.com /reports/usability-user-experience-business-case

Usability and User Experience Request for Proposal

http://econsultancy.com /reports/usability-user-experience-request-for-proposal-rfp

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4. The Market

4.1. Market value and growth

Market Value

The UK user experience market will grow by an estimated 8% in 2011 to a value of approximately £222 million.

Econsultancy

Econsultancy‟s total valuation includes both agency revenues and in-house spending on user

experience. We have included spending with both specialist user experience agencies as well

as the relevant earnings of more generic full-service agencies.

Econsultancy had previously estimated that this market was worth £178 million in 2007 and,

before that, £148 million in 2006.

Value of UK User Experience Industry

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Source: Econsultancy User Experience Buyer’s Guides

Voice of the agency: market value and growth

SAMPLE QUOTE

Catriona Campbell, Founder and Director, Foviance

“If you consider that so many agencies and integrators are now re-badging their design services as User

Experience, the nominal growth rate is absolutely stunning. It‟s a very hot sector and everyone wants in.”

SAMPLE QUOTE

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4.1.1. Size of market compared to other online marketing

channels

The size of the market can be compared to the following online channels and sectors:

The SEO market grew by 16% in 2010 to a value of £436m, up from £376m in 2009.

During 2010, the paid search marketplace grew by 18% to a value of £3.19bn.

The UK market for email marketing platforms and services grew by an estimated 15%

year-on-year to a value of £336 million by the end of 2010.

Affiliate marketing drove £4.62 billion in online sales during 2010, a 12% increase on

2009 when the sector was responsible for £4.13 billion in e-commerce sales.

The UK market for web analytics grew by an estimated 9% in 2009 to a value of £85

million.

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4.2. Spending trends in different sectors Spending on user experience is increasing across the board, but in terms of which industries

are spending the most on user experience, financial services continue to invest heavily, as

optimising the online experience is typically a core part of the banks‟ business strategy. With a

large proportion of customers now banking online, optimising the on-site experience is

crucial, not least in terms of gaining trust about security issues.

In addition, banks are providing intangible products, which require a high level of trust and

buy-in by the consumer, so providing necessary and correct information on-site is essential,

as Chris Rourke, MD of User Vision, notes:

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Voice of agency: which companies are spending the most on user experience?

“We are benefiting from a marked increase in expenditure from blue chips, particularly those in the financial

services, leisure and retail sectors – and in the latter case, most notably fashion retailers.”

SAMPLE QUOTE

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5. Market Trends

5.1. Companies focus on strategy as market matures SMEs, start-ups, and blue-chip companies are all investing heavily in user experience, but the

focus differs depending on the size of the company involved.

For smaller companies (start-ups or SMEs), or those starting out in designing the user

experience, the focus is on tactics, rather than strategy, in terms of making the site usable by

optimising the sales and checkout processes. Companies starting out with one-off projects

may have very specific objectives or goals.

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Voice of the agency: is it getting easier to embed user-centred design within

organisations?

Voice of the client : how do you currently see the user experience marketplace

and how do you expect this to change?

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Matthew Curry, Head of Ecommerce, Lovehoney

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5.2. Companies recognise link between business

performance and customer experience There is now a greater focus on customer experience within the organisation, and on user

experience as part of that. According to the Multichannel Customer Experience Report1,

published by Econsultancy in association with Foviance, almost half of company

respondents surveyed (49%) said that a joined-up multichannel customer experience is very

important to their organisation, and a further 41% said it is quite important.

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1 http://econsultancy.com/reports/multichannel-customer-experience-report

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5.3. Humanisation of user experience online As part of the drive to encompass user experience into the overall customer experience, the

online environment has evolved to become more human. According to Simon Norris,

Managing Director of Nomensa, emotional design will become more important:

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Undoubtedly, humanisation of the user experience is driven broadly by the web becoming

more social. The rise of social media has resulted in companies providing a more emotional

user experience, by incorporating “social values” into the overall design of their website.

These values include transparency, openness, and the ability to connect with the brand

identity or company through a real person.

Voice of the client - How often do you engage in user experience testing?

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SAMPLE QUOTE

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5.4. Return on Investment and benefits of best practice

user experience The potential return on investment and benefits of investment in user experience, usability

and accessibility can be summarised as follows:

Increase sales by helping to drive the right user behaviour.

– Improved conversion rates.

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Voice of the client: what are some of the benefits of investing in user experience?

SAMPLE QUOTE

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6. Strengths, Weaknesses, Opportunities

and Threats (SWOT) This section contains a „SWOT‟ analysis of the user experience market from the perspective of

the service providers specialising in these areas. It also serves as a summary of some of the

points made above.

6.1. Strengths The majority of companies now understand the benefits of optimising the user

experience, and the contribution to the bottom-line.

Voice of the agency: strengths

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Voice of the client: what do you think are the most exciting developments in user experience?

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Matthew Curry, Lovehoney

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6.2. Weaknesses Some companies still rely heavily on Flash, which makes it difficult for people with

disabilities or impaired vision to access the site.

6.3. Opportunities More businesses are recognising the importance of joining up the dots and ensuring a

seamless customer journey. Increasingly, there will be demand for services that provide a

multichannel user experience.

6.4. Threats The economy is still unstable, and it is difficult to predict the outlook for the foreseeable

future.

Voice of the opportunity: threats

SAMPLE QUOTE

Tom Wood, Foolproof

SAMPLE QUOTE

Dr Jon Dodd, Bunnyfoot

SAMPLE QUOTE

Paul Rouke, PRWD

SAMPLE QUOTE

Catriona Campbell, Foviance

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7. Costs and Pricing Models

7.1. Method of charging Most work carried out by user experience agencies and consultancies is done on a project-to-

project basis, where they calculate the amount of days needed and multiply that by their day

rate.

However, there is anecdotal evidence of an increase in the amount of retainer work …

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8. Tips and Pitfalls

8.1. Introduction As the user experience industry has low barriers to entry, competition for services is high. The

sector has many agencies, large and small, claiming to offer user experience services, so it is

imperative that clients select the agencies with the right mix of skills and knowledge.

Initially, companies need to determine who‟s who in the space, and which agencies are

reputable. It is then about selecting the supplier who is the best fit for the company‟s

individual needs and requirements.

Voice of the agency

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Dr Jon Dodd, Bunnyfoot

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8.2. Does the agency have the right credentials and is it

working to recognised standards? The most important step for a buyer is to establish that the supplier has sufficient training

and expertise to carry out work to the correct (and appropriate) standards. The profiles in this

document outline which standards the companies adhere to and which bodies they belong to.

8.3. The right personality and cultural fit As with any consultancy or agency, you will need to make a gut decision on the type of people

who are the right match for your organisational culture. This is especially important if you

want to build a longer-term relationship rather than looking for someone to carry out a one-

off project.

8.4. Getting robust results at an affordable price The best companies charge broadly similar prices for their services, so strike the right balance

between matching your own budget and getting results that you can trust.

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9. Market Positioning Charts

9.1. Explanation for Chart 1 - Area of expertise

Chart 1: Area of expertise

The vertical axis of this chart indicates to what extent suppliers featured in this guide

provide a full range of agency services, compared to simply a focus on user experience alone.

The horizontal axis indicates whether the agency/consultancy sees itself as specialising in

online usability, or whether their focus is on delivering multichannel customer experience

across a range of channels, both online and offline.

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Range of agency services

Sole focus on user experience

Purely online usability

Multichannel customer experience (including offline)

Where we are

going

Where we are

now

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9.2. Explanation for Chart 2 – Client focus

Chart 2 – Client focus

The vertical axis of this chart indicates whether the vendor has clients in a range of different

sectors, or whether the agency focuses on delivering services to clients in particular sectors.

The horizontal axis shows to what extent agencies are focused on delivering services to

mainly start-ups, small and medium-sized businesses versus a focus towards blue-chip and

enterprise clients.

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Equal focus across all sectors

Focus on specific sectors (e.g. retail, travel, financial services) SME client focus Mainly blue-chip

clients / enterprise customers

Where we are

going

Where we are

now

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10. Supplier Positioning Summary

10.1. Area of expertise

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10.2. Client focus

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11. Supplier Matrix and Company Focus

11.1. Matrix An at-a-glance overview of who‟s doing what …

Supplier Matrix:

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ity

Sp

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Des

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Su

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ser

Stu

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Sys

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Co

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ep

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Th

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La

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Use

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We

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We

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Yo

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Mu

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Types of Services Offered

A/B Testing and multivariate testing

Accessible HTML coding

Accessible PDF tagging

Audit / Evaluation

Competitor Analysis

Competitor benchmarking

Consulting

Conversion optimisation

Customer journey analysis

Copywriting Design Field Research

Focus groups

Functionality and compatibility testing

Information architecture

Persuasion architecture

Prototyping

SAMPLE: User Experience Buyer‟s Guide 2011 Page 22

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage

and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

SAMPLE ONLY. Please download the full report from:

http://econsultancy.com/reports/user-experience-buyers-guide

Training User testing Web analytics

Internet Intranet Interactive TV

Mobile devices

Kiosks

Tablet devices

Consoles

Gaming

Desktop applications

In-house testing Lab

Mobile lab In-house eye tracking

In-house viewing

Wireless devices cameras

Picture-in-picture recording

Project-by-project

Retainer Success-based fees

SAMPLE: User Experience Buyer‟s Guide 2011 Page 23

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

11.2. Service provider focus: services and platforms

Company Top Services

(by revenue)

Top Platforms

(by revenue)

Amberlight 1. Lab-based qualitative research (50%)

2. SAMPLE

3. SAMPLE

1. Mobile (60%)

2. SAMPLE

3. SAMPLE

Bunnyfoot

Clearleft

Cogapp

cxpartners

Experience Solutions

Flow

Foolproof

Fortune Cookie

Foviance

Human Factors International

Nomensa

One to One Insight

PRWD

RedEye optimum.web

Serco Experience Lab

Simple Usability

Spotless Design

Super User Studio

System Concepts

The Usability Lab

User Vision

Userfocus

SAMPLE: User Experience Buyer‟s Guide 2011 Page 24

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage

and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Top Services

(by revenue)

Top Platforms

(by revenue)

we are: london

Web Usability Partnership

Webcredible

Your Mum

SAMPLE ONLY. Please download the full report from:

http://econsultancy.com/reports/user-experience-buyers-guide

SAMPLE: User Experience Buyer‟s Guide 2011 Page 25

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage

and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

12. Supplier Marketplace and Profiles

12.1. SAMPLE COMPANY

SAMPLE COMPANY http://econsultancy.com

Company Proposition

Brief Company History

What three areas are you focusing on most closely this year?

Day rates (range).

Number of UK employees

Number of UK practitioners

UK HEAD OFFICE ADDRESS

OFFICE LOCATIONS

N/A

CONTACT

CLIENTS

COMPANY 1

COMPANY 2

SECTOR SPECIALISATION

SAMPLE: User Experience Buyer‟s Guide 2011 Page 26

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Company Information

Turnover 2010

Projected growth for

2011

Projected turnover 2011

Top services (by

revenue) with % for

each 4.

Top platforms (by

revenue) with % for

each 5.

Background Information

Years in business

Professional

background of company

founder(s)

International capability

Company links with

academia

White papers/published

documents

Membership of industry

bodies/Professional

associations

Standards complied with

Partnerships with other companies

USP

What sets you apart

from your competitors?

Clients

SAMPLE: User Experience Buyer‟s Guide 2011 Page 27

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

UK client list

Testimonials

Case study

Recent case study

Project management

Please briefly outline

your capabilities and

resources in this area.

Type of services offered

A/B Testing and

multivariate testing

Accessible HTML

coding

Accessible PDF tagging

Audit/evaluation

Competitor analysis

Competitor

benchmarking

Consulting

Conversion optimisation

Customer journey

analysis

Copywriting

Design

Field research

Focus groups

Functionality and

SAMPLE: User Experience Buyer‟s Guide 2011 Page 28

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

compatibility testing

Information

architecture

Persuasion architecture

Prototyping

Training

User testing

Web analytics

Other (please specify)

Platforms / devices

Internet

Intranet

Interactive TV

Mobile devices

Kiosks

Tablet devices (e.g.

iPad)

Consoles

Gaming

Desktop applications

Other (Specify)

Facilities

In-house testing lab

Mobile lab

In-house eye-tracking

SAMPLE: User Experience Buyer‟s Guide 2011 Page 29

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage

and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

SAMPLE ONLY. Please download the full report from:

http://econsultancy.com/reports/user-experience-buyers-guide

In-house viewing

Wireless device cameras

Picture-in-picture

recording

Other (Specify)

Charging models

Project-by-project

Retainer

Success-based fees

Additional supporting information

Novel methods or approaches

SAMPLE: User Experience Buyer‟s Guide 2011 Page 30

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

SAMPLE COMPANY – Market Positioning Charts

Chart 1: Area of expertise

SAMPLE ONLY. Please download the full report from:

http://econsultancy.com/reports/user-experience-buyers-guide

Range of agency services

Sole focus on user experience

Purely online usability

Multichannel customer experience (including offline)

Where we are

going

Where we are

now

SAMPLE: User Experience Buyer‟s Guide 2011 Page 31

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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011

Chart 2 – Client focus

SAMPLE ONLY. Please download the full report from:

http://econsultancy.com/reports/user-experience-buyers-guide

Equal focus across all sectors

Focus on specific sectors (e.g. retail, travel, financial services) SME client focus Mainly blue-chip

clients / enterprise customers

Where we are

going

Where we are

now