1. Get REAL!
1.1. Academic vs reality
1.2. Technology vs business
1.3. Meet expectations
1.4. Usable vs brand
1.5. Account profitability
1.6. Challenge clients
1.7. Triangulation of research
1.7.1. No research is perfect
1.7.2. Web analytics
1.7.3. Many techniques
1.7.3.1. Assess validity
2. Be aware - What are your client's goals?
2.1. $ / Biz outcome
2.1.1. Making money
2.1.2. Saving money
2.1.3. Branding
2.1.4. Public responsibility
2.2. Compliance
2.2.1. Tick in the box
2.3. Needs objective eye
2.4. They have no time!
2.5. 'Butt protecting'
2.6. Communication
2.7. Buy in
2.7.1. Engaging all interested parties
3. Consult!
3.1. Account management
3.1.1. A priority
3.2. Leverage the Internet
3.2.1. Scalability
3.3. Not just standards and compliance
3.3.1. Developers learn how to do it right over time
3.4. Brevity
3.4.1. Not using words for words sake
3.5. Values
3.5.1. Honesty
3.5.2. sensible
3.5.3. Creativity
3.5.3.1. Everything doesn't fit in a box
3.5.4. Can do attitude
3.5.5. Compassion
3.5.6. Rigour
3.6. Client engagements
3.6.1. Product-based
3.6.1.1. Creativity required
3.6.2. Project-based
3.6.2.1. Clear outcome
3.6.3. Testing
3.6.3.1. Confidence building
3.7. BE STRATEGIC
3.7.1. Value add
3.7.2. Measurement
3.7.3. Business priorities
3.7.3.1. 80/20 rule
3.7.3.2. Do it quickly
3.7.4. Useful reports
3.7.5. Explain - why did users do that?
3.7.5.1. Give examples
3.7.6. Explain - How do I fix it!?
3.7.6.1. Design suggestions
3.7.7. Flexibility
3.7.8. Understand tech
3.7.8.1. Opportunities
3.7.8.2. Limitations