Sometimes it’s difficult to determine corporate objectives when contemplating a website launch or redesign. Understanding the strategic and tactical implications of large-scale site implementation is critical. By interviewing key corporate stakeholders before talking with users, we are able to uncover the issues that are important within the organization. This helps to guide product development and a core set of objectives and requirements.

A list of questions and discussion topics is developed and sent to each stakeholder prior to each session. This important tool directs the flow of information sought and documents the results of the interviews. Everyone has a chance to share their vision, goals, and concerns for the project. Stakeholder interviews are often conducted in person in the stakeholder’s office, but can also be done over the phone or web.