My consulting services go through an iterative process: the biggest problem is fixed, then the next problem is selected, and so on.

1. Damage Control
2. Vision
3. Architecture
4. Usability
5. Metrics
6. Innovation

Damage Control (fixing glaring problems) is the starting point for almost everyone who already has a website. This is a tough-love phase that requires the least implementation work but also the biggest leaps of faith. Chances are that you are emotionally attached to the very aspects of the site that are chasing away your customers.

Vision is about clarifying what your business does and what the website is for. This includes marketing, positioning, copywriting, design, use cases and applying standard website guidelines. A standard of elegance is set for the site to strike a balance between being a standard, usable website and fulfilling a unique purpose.

Architecture is where we get to the meat of the website, including organizing content, information architecture, search enginge optimization, and writing/revising copy. Deliverables for this phase include site blueprints, wireframes, interaction diagrams, prototypes and style guidelines.

Usability is where the website is extended and evolved to accomodate use by real human beings. This phase includes usability reviews, usability testing, use cases, personas and personalization.

Metrics is where usability becomes a science. Web analytics, A/B testing, and other automated, data-oriented techniques are applied to squeeze out additional performance. Key performance indicators (KPI) are tracked and numerous quantitative tests are performed to tweak your website.

Innovation is the complement to Metrics, the art rather than the science. I help you evade the 'innovator's dilemma' and create a remarkable, ever-evolving business. Activities include brainstorming, edgework, market research and other creative work.