Information technology projects at U.S. companies fail at an alarming rate. Depending on the measurement you use, failure rates run between 35 percent and 70 percent. Web sites are a portion of this. They may fail even if they are successfully launched, because they do not achieve their objectives.
But why do so many projects fail?
A Gartner Group study in 2000 demonstrated a 40 percent failure rate among Fortune 500 companies. Among their findings:
- average cost of $1 Million per company
- 60% of companies gave no project management training
- 61% had no supervisor charged with regular evaluation of project
- developers knew an average of 6 weeks ahead that the project was doomed
The main reasons given for failure were:
- moving target - frequent requests for changes
- users’ lack of understanding of their own requirements
- overlooked tasks
- poor communication
- no defined methodology
- too far over time or budget
It doesn’t have to be that way.
We’re constantly surprised when we talk to clients, how few of them have experienced good project leadership and management from their vendors. Good project managers help to avoid these pitfalls and lead a project team to a successful finish. They are able to:
- define goals and needs, both from the organization’s standpoint and the end-user’s.
- communicate regularly with all stakeholders and team members.
- understand the technology and the work required.
- translate between technical, creative and business languages.
- work on the project themselves when needed.
- keep careful track of time and budget.
- say “No” when needed.
Web development adds one particular wrinkle to the project management role. Often project managers enter the web field from one of two backgrounds: 1) software development, or 2) design communication. Both fields have established processes for development, and they are usually quite different. The web is a combination of both, and requires an effective project manager to understand both perspectives.
Software development is more structured and objective. Truth be told, programmers apply creativity every day to find the best solutions, but people typically think of this as more of a rational, left-brain activity. Project Managers oversee the development of system requirements and detailed specifications. The team then builds the system under regular supervision. Users test the finished product, and if it performs according to the specifications and meets the objectives, it succeeds.
Design communication is less structured and more subjective. “Taste” becomes a major factor. Good designers and marketers base their work in objective research, but it still comes down to someone’s creative spark. In order to communicate effectively, designers have to get inside users’ heads to understand their needs and motivations. The design process involves audience research, brand definition, conceptual development, visual design and copywriting. The success or failure of design on the web is harder to determine, although it can be evaluated through user testing, web analytics and aesthetic popularity.
A web project manager needs to understand and manage both of these processes in tandem, and to speak both languages. Not an easy task! The best project managers are both trained and grown through experience.
If you are looking to develop a web site in-house or by outsourcing some or all of the work, don’t overlook this important role. If you are working with individual freelancers, make sure you have someone internally who can lead the project. If you outsource to a team of developers, make sure they have a strong project management discipline. It truly does make all the difference.