Hello, I am Sato of non-standard world.

In order to provide a better service, we have conducted interviews with web personnel from various general companies and strive to improve our services.

In the interview, we create a “empathy map” that analyzes customers’ authenticity based on interview results as well as what they say. We are also focusing on the potential needs behind their remarks. What do web professionals in the field usually feel like and interact with Web production companies? What is their potential needs? Here are some of the lessons learned from the interview.

If you are in charge of the web, please refer to when you go out with a production company and if it is a production company, I hope that it will help to advance projects in a happy way for each other.

interviewer profile

• Companies: BtoC companies listed on the Tokyo Stock Exchange (with tens of thousands of employees) / overseas expansion, and many group companies
• Attributes: web agent over 10 years/female
• Abstract: After joining the company after graduating, he was in charge of ordering production companies as a web agent. He is currently responsible for checking the website of group companies and his recent troubles with the gap between upper management and group companies.

*In order to ask for an abominable opinion, we will interview web representatives from companies that have no interest in our company.

empathy map

The interview results were organized in the format of empathy maps as described above.

The interviewer’s comments were color-coded based on the emotions associated with his comments (red: positive/blue: negative/yellow) and then filled in the “SAY” column, and what he thought or felt at that time was entered into the “THINK/FEEL” column.

Below, we will introduce the contents.

Q: Please tell me about your dissatisfaction with web production companies.

delay in delivery

SAY (respondent's statement):
What made me unhappy was that I didn’t keep up with my deadlines, and three days before I released the new graduate recruitment site, they told me not to make it available in time.

THINK/FEEL (what did you think at the time and /or):
I want you to know the basics of keeping delivery deadlines before you can make a proposal. Even though your manuscript was late, if you tell me more in advance, this is also how we dealt with it. If there are any changes at any given time, I'd like to know in advance what will affect the delivery date.

the potential needs (what kind of latent needs are there):
It is a prerequisite to keep the delivery date and maintain good communication for that purpose.

neglect of regulation

SAY (respondent's statement):
What I felt dissatisfied with was that the rules were ignored about design (the use of logo).

THINK/FEEL：
I'm telling you the rules, so please follow them properly.

Potential needs:
It is also a prerequisite to confirm and comply with various regulations.

Q.What do you think is good for working at a web production company?

Points of Inconsistency and Proposal to Orient

SAY (respondent's statement):
What made me feel good was that I pointed out a contradiction to Orien and offered him some suggestions.

THINK/FEEL：
Orien hates to follow too many precedents, and if he makes a proposal with the same content as before it is said by his superior that "it will be the same again."

Potential needs:
It seems that there is still a need for appropriate points and suggestions that do not resent Orien.

the basis for a number

SAY (respondent's statement):
It is strong that there are grounds for numbers, such as the improvement prediction value because we will SEO measures according to site creation.

THINK/FEEL：
It’s easy to move forward smoothly if there is a basis for the numbers in order to get a decision from the management.

Potential needs:
The basis of the number, which supports the proposal, is also likely to be a point.

Sharing images of the future of a site

SAY (respondent's statement):
It is easy to consider the proposal that describes the future image and transition image of a site.

THINK/FEEL：
I’d like you to explain it in an easy-to-understand way from a company perspective until the site is complete.

Potential needs:
Sharing images about how the site will change/grow, as well as future images is welcome.

How do I choose a web production company?

we value quality over money.

SAY (respondent's statement):
When choosing a web production company, I want to choose the right one instead of the cheap ones because I can convince you for quality reasons but not vice versa.

THINK/FEEL：
If you fail, it’ll be your responsibility and if the worst case is to re-request another company that costs more; I want a place where we have experience creating target sites and get stable quality.

Potential needs:
It’s not a simple cheap thing, but trust in delivery time and quality.

absolute quality of having the desired site in time

SAY (respondent's statement):
The absolute quality of the site is that it will be built on time, and I’m glad to see some operational consideration as a standard for choice in alpha.

THINK/FEEL：
As for the site, you can rest assured that it is thought of as easy to update.

Potential needs:
It is welcome to consider the ease of renewal, i. e. , the operational aspects on site.

(Reference) Process of Selecting Production Company

SAY (respondent's statement):
During the initial review phase, we talk to our web operations department. At the phase estimation stage, a purchasing department enters and then decides on one company for implementation discussion. When we decide on one, the chief class decides whether the person in charge will pass, and there is a tendency that the opinion tends to be stronger if they are particular about design or have experience with web ordering.

What is your source of information about the web?

magazines and seminars.

SAY (respondent's statement):
The usual sources of information about the Web are magazines such as "Promotional Conference" and "Web Designing", and seminar participation (sponsored by promotional conference).

THINK/FEEL：
Active web-based information collection isn’t that much, and there are experts in the company who don’t know what they’re doing so often.

Potential needs:
Sharing information from trusted sources such as partner companies that have an operational contract may be welcomed.

What do you want to study from now on?

Differences in Web Trend between Japan and Overseas

SAY (respondent's statement):
What I would like to learn from now on is the difference between domestic and overseas web trends, because it is necessary to create a site that is easy for both parties to see as they look at the Web of group companies that are expanding overseas.

THINK/FEEL：
Investigating overseas web trends in specific areas, such as industries related to our company, can be challenging.

Potential needs:
We were asked to provide information on web trends in Japan and overseas in an easy-to-understand manner, as well as what we should be aware about the globalization of websites, which means that information related to business development is likely to be welcomed.

Other

reason why someone stopped using the consultation

SAY (respondent's statement):
Even if I put in a consultation, there were few places that would comment on the situation of our company, so we are not entering it now.

THINK/FEEL：
I want you to give practical advice based on the challenges of the field, not on desk theory.

Potential needs:
There seems to be a need for realistic proposals that focus on the challenges and constraints of the field.

On Web Analysis

SAY (respondent's statement):
We do web analytics in-house at the very beginning, for example when we look at the "I want you to see a product page" issue where we're leaving.

THINK/FEEL：
It’s helpful to get a more detailed analysis and point out the perspective you missed.

Potential needs:
Log analysis related to issues and proposals for improvement measures are required.

In-house confirmation process when building a website

SAY (respondent's statement):
Vertical" is the manager's class and "horizontal" is the department concerned with updating, public relations, IR, etc.

THINK/FEEL：
I want materials that are easy to develop for design confirmation, and then write down the rationale of designing as a decision material.

Potential needs:
It is required to describe the material format that makes it easy for design verification to develop and the basis as a decision material.

Summary

We were able to hear valuable stories from web representatives of large companies that are also expanding globally.

I was working with a large advertising agency and production company, but what impressed me was that I felt dissatisfied about the basic way of doing work such as "adequate delivery time" and "address communication carefully".

As a web production company, it may be necessary to not only focus on added value such as proposal ability but also to review whether these basic things are well done.

As an expert, I would like to have a job that commits to results by proposing suggestions that point out the contradictions of Orien and presenting the basis for the numbers.

Thank you to the web representatives who cooperated with our interview!

We are looking for web professionals who can help us with our interviews [Rewards]

In order to improve our service, we are looking for web personnel who can help with such interviews. here for more information.

We would like to make every effort as a web production company that can provide better services by listening to the live voices of the field, so thank you for your cooperation.