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How We Differ From Other Approaches

iorg.com focuses on what others assume and then ignore, the hands-on processes that allow you as a business person to fully utilize and manage your web site as an integrated business tool, without having to become, or abdicate to, technical design and development specialists.

How do we do this? By focusing on the business management strategies you already know: setting business objectives, identifying where the web site provides the best support for those objectives, and how it integrates with the other business channels to advance the customer relationship.

Then we take the next step:
showing you how to translate those objectives into web site design specifications that allow you to audit designers' mockups and storyboards for adherence to your business specifications. We provide you with a documentation format that makes your business priorities explicit and moves the conversation from art to business effectiveness. Our forms and templates efficiently walk your team of stakeholders through the process while our experience, facilitation and coaching focus on helping your team reach consensus on the results.

Reaching consensus on business objectives and priorities is a critical part of the process. If you are typical, you have more than one function and stakeholder relying on your web site to support their success. Serving many different needs and objectives is one of the defining abilities that makes a web site so powerful and unique. Yet most design techniques focus on optimizing each function individually. In contrast, the iorg.com process addresses the effective prioritization and support of multiple objectives from different parts of your business, and gives the design group clear requirements for designing a multi-functional web site.

You can achieve this foundation in an intensive one-day workshop with your team of stakeholders. We understand the time constraints of business managers and executives. Therefore, we designed the iorg.com Business Alignment Workshop in the most efficient way possible. The structure and techniques were learned and refined from more than 20 years of experience with strategy and management workshops to get the most out of a single day. This is a learn while doing workshop. This is not a day away from work, but a day of reaching important business decisions and creating effective management processes.
The agreements and results are real and meant to be applied immediately.

iorg.com also offers additional support, consulting, and coaching to help you reinforce and continue to improve your abilities at effectively utilizing and managing your web site to meet your business objectives.

In Summary:
The iorg.com Web Site Business Alignment Workshop gives your team of non-technical business owners the management tools you need to effectively manage the design and technical experts supporting you. You learn specific techniques for communicating and working more effectively with your design firms to meet your business objectives. You also learn how to better target experiential testing and create an actionable business framework for applying the results. Most importantly, your business stakeholders reach consensus on how to support multiple business objectives on your web site.

What Our Clients Say

"... (the workshop gave us) a process or a structure for our discussion about our web site, whereas before, we had a lot of really good ideas, but we didn't have a way to structure the discussion that would allow us to get to endpoints and decisions that we were all happy about."

"The detail and comprehensive approach makes it clear what needs to be done, why it needs to be done, and how to track and manage changes not just for one design, but over time."

Comments on Customer Experience Services

The following services should not be viewed as competing with the iorg.com offerings. Each is a valuable tool for improving web site effectiveness when used for its proper function.

Usability Testing
The web site version of usability testing was modified directly from a technique used to test application software. Because it tracks how real people use the site for a specific purpose, it is a valuable data collection tool that can identify many problems. However, results vary greatly from test to test, even on the same web site, and certainly across web sites. A lot of effort has gone into both demographic selection of testers and techniques for framing the scenario objectives.

What has not been developed is a better method for describing the practices used on the web sites being tested. This is how our audit approach differs. We start with a description of the web site practices. The initial practices then can be tested and refined for their effectivenes at meeting the business objectives of this site using a number of tools, including usability testing. The result, over time, is a documented set of practices that are known to work for this site's visitors and that acts as a proactive checklist for future designs. The audience definitions and key scenarios developed in our Business Alignment Workshop become tools for usability testing.

Heuristic Review
This is a varient of usability testing, but instead of using members of the web site constituency, experts role play the visitor attempting to complete scenario objectives. They evaluate their experiences using a standardized scoring process. Rolf Molich, one of the developers of this methodology, says he rarely uses it to uncover design flaws, and does not recommend it to his clients. However, like every tool, it has its place. Once again, the key visitor scenarios developed during our Business Alignment Workshop can be applied to heuristic reviews during the design and implementation phase to help the designers and developers stay on track. Think of heuristics as similar to a plumb line for a carpenter, or an artist using her thumb to estimate perspectives.

The practices in our audit approach apply across all the site destinations, providing the umbrella structure and rules within which the specific destinations operate. The web site owners are responsible for supplying these practices to the destination owners as basic design and development standards. Destination owners then supplement these with good scenarios to help the designers and developers stay focused on the business objectives for that destination and refine the visitor experience within the standards of the larger framework.

Satisfaction Surveys
Surveys provide data on how visitors view the experience, but are limited in their ability to tell you why or what to do about it. All visitors can tell you how they feel about their experience on the site, but few can tell you how to design the site for optimum satisfaction and effective attainment of business objectives.

When tracking the progress of business objectives, satisfaction surveys are one tool for evaluating and tracking the health of the web site. Similar to a physician's use of body temperature or blood pressure, satisfaction surveys can provide early identification of problems and risks. Other tools and techniques then can be employed to further diagnose and treat the underlying problems.

iorg.com helps business owners align their web site strategy, objectives and practices with overall business objectives through practical workshops, audits and custom consulting.

To improve the ROI of your web site investment or for more information call us at +1 925-518-9425 or email us at

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