THE ROLE OF A CLIENT-ORIENTED APPROACH IN MANAGING WEB DESIGN PROJECTS

The article is devoted to the study of the place of the client-oriented approach in the management mechanism of web design projects. In the context of the dynamic development of the digital economy, as well as increased competition in the market of services in this area, the task of adapting development processes to individual customer needs becomes urgent. The purpose of the study is to identify the most effective methods of implementing a client—oriented approach to web design project management and characterize their impact on the final result. There are contradictions in understanding the optimal level of client participation in the project: on the one hand, high customer engagement helps to ensure that their needs are met, on the other hand, it sometimes significantly slows down the development process and significantly increases costs. It was concluded that the use of a client-oriented approach, provided that there is a well-organized process of interaction with the customer, can improve the quality of services and customer satisfaction, which, in turn, contributes to the successful implementation of projects. The novelty lies in the fact that an innovative methodology "Integrative client-centered design" is proposed. It is based on the synthesis of best practices of project management, design thinking, Agile approaches adapted to the specifics of web design projects. The article will be useful for web design project managers, developers, as well as management and marketing specialists who seek to implement effective strategies for interacting with customers.