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Joy Gems Newsletter

Practical Advice On How To Find And Hire
That Perfect Web Designer

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By Bud Kraus
bud@joyofcode.com
Joy Of Code
Creator And Instructor

v5 i17
Originally Published: November 19, 2009

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Part 1 of 3: Writing a Request For Proposal (RFP)

Today I begin a three-part Joy Gems journey into exploring the process of how to find and select a web designer/developer to design - or re-design - your web site.

First a few explanations.

1. When I mention "designer/developer,” “studio,” “web designer,” or something similar, I mean an individual, team or business that designs and produces web sites. I’m generally speaking of front-end (what users see) developers but not exclusively. The guys and gals who create web site magic "behind the scenes" are also an important part of the team to do your project and I sure don't mean to leave them out..

2. Design and re-design are very different animals, but they have a lot in common. I'll focus on common elements.

3. Finding and selecting a design studio is a process. Do it the right way and you'll get what you expected to get - and perhaps much more.

If you own a business or manage a site, this article is for you. In it I detail the process I use to find a design studio for my clients. If you are on the designer/developer side, this article is for you too, as you'll gain insight into what clients are (or should be) looking for.

Here's the outline of what I'll be talking about in this, and the two Joy Gems to follow:

1. Writing a Request For Proposal (RFP).

2. Choosing vendor-candidates who will bid on your project.

3. Reviewing the proposals, vetting your vendor-candidates, and awarding the contract.

Writing a Request For Proposal (RFP)

As much as any group I know web designers like to know what it is they are going to be doing for you before they actually do it. You’re going to ask a design studio to create something. If you're serious about your undertaking (something designers want to see) you'll need to articulate your project in an RFP.

Asking anyone to create something without being specific is a waste of everyone's time. It will lead to getting all sorts of "proposals" with a range of project ideas and fees that can't be compared. A purpose of your RFP is to organize a competitive bidding process so that proposals can be intelligently compared.

The process of writing an RFP will help you focus on all aspects of your site. Is your site largely brochureware? Do you need an e-commerce component? Are you building a community? These are just a few possibilities to consider. Delineating the specifications of your site is one of the main purposes of a good RFP.

Essential Considerations

There is no one perfect RFP. Each one is different in order to meet the requirements of a given project. Still I offer up a few guidelines and an all-purpose outline for what should be included in a web design/development RFP.

1. Provide as much detail as possible on the required deliverables. Tell the designers exactly what you want them to create and, if possible, how you'd like them to create it.

How the site will be created is as important as its visual design. Will the site be easy to edit? Will if follow web design standards? How and who will edit and manage the site post-launch? These are some of the questions which must be addressed in your RFP.

Tell your designers all your ideas and requirements for the site you want made. If you are not certain about something indicate that in your RFP as well.

2. While your RFP should provide enough clarity to give the design team a thorough understanding as to the nature and scope of your project, do not shut out critical input from the designer. Specifications should be, in certain areas, sufficiently flexible so as to give the team the opportunity to help you achieve your goals.

3. Your RFP can include URLs of competitors sites or other sites whose art direction you favor. Do not give the design studio specific art direction. That's one of their main responsibilities (and let's hope) strengths.

Let the designer design! Your search process will lead you to the design studio with whose strength in design skills you will feel comfortable.

4. Give the studio firm timelines on:

  • when their proposal is due
  • when the project must be completed

The former must be a hard line and will help you assess just which of your vendor-candidates is serious about your project (more on that in the next JG).

5. Use your imagination and communication skills when formatting and presenting your RFP. You can disseminate your RFP in an email, or write it as a web document and keep it online (password protected). Make sure to tell the submitting designers exactly what format to use to put in their bid.

6. Never give any indication of your budget.

All-Purpose Outline

Here are some of the main topics your RFP should address. Again, this is going to vary from project to project. The list here is hardly all encompassing.

  • Background
    • Overview
    • Profile
    • Competitive Environment
    • Goals
    • Success Criteria
    • Users
  • Specifications
    • Overview
    • Objectives
    • Design Deliverables
    • Web Design Standards
    • User Agent Testing
    • Navigation
    • Branding Elements
    • Templates
    • Print Requirements
    • SEO
    • Site Map
    • Technical Requirements
    • Hosting
    • Programmatic Requirements
    • Metrics
  • Submission Requirements

After your RFP is complete, the next step is to get it out to the design studios whom you are considering to do the work. That's what the next JG is about.

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