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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
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
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
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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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
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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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
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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and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2011
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
SAMPLE: User Experience Buyer‟s Guide 2011 Page 6
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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
SAMPLE: User Experience Buyer‟s Guide 2011 Page 19
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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:
A fast guide to services
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La
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Use
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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
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
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
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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
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
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
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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