Vancouver, June 19th, 2024

Based in Vancoucer, Hammerhead is a boutique-style agency that specializes in helping great businesses grow their digital presence. They track and monitor data to ensure they are optimizing user experience & clicks to conversion, working with a team of experienced digital strategists, designers, eCommerce experts, and programmers.

Alonso Ysa is the Technology Director of Hammerhead. In an interview with TIA, he described his professional path that drove him to the agency and listed some of the distintive factors of Hammerhead. He also gave tips to better understand clients and gave examples of some of the most challenging projects he’s been involved with.

As we begin our interview, I’d love to explore your roots. What are some cherished memories from your childhood that you believe have shaped your career and passions?

I’ve always had a passion for helping people and at the same time, I loved tinkering.
The tinkering side of me got me into trouble. I wanted to know how things work so I would try to open the TV, computer, the radio or sometimes my dad’s record player.
On the bright side, I always enjoyed helping people. At home, I helped my mom with chores, and at school, I would finish up my homework quickly so that I could help others who were having trouble.
As I got older, I became fascinated with technology. I took on every computer course my high school had to offer. There I learned the basics for programming and graphic design. It was a lot of fun, but it also helped me realize that I could build software that can help people.

If someone were to visit Vancouver with a focus on cultural and creativity, what places or events would you recommend they explore?

I recommend exploring Granville Island, and then taking the Aqua Bus to Hornby Street. If is sunny then ride a bike around Stanley Park or if is raining, then go explore the Art Gallery. Either way, finish off the day with some ramen!

How did you become a Technology Director at Hammerhead?

I’m a mix of designer and developer. I graduated from Art School with a Programming Diploma. It was an odd choice, but one that benefited my career. I joined Hammerhead as a Front-End Developer. My design skills helped me move up into a Creative Director and as I kept on improving my skills I became a Technology director.

Describe a typical workday in your shoes.

My day starts at 8 am and I use that first block of time for myself. I read articles, catch up on the latest news, and watch videos about our industry. Once the coffee kicks in I start by checking up the emails. I say hi to the team in Slack and then proceed with my tasks for the day. In between there will always be huddles and client meetings.

In a crowded field of creative agencies, what do you believe is the distinctive factor that sets Hammerhead apart, and how does this uniqueness contribute to the success of the team?

I believe our distinctive factors are our communication and years of experience.
We are a boutique-style agency, we take our time to understand our clients and their business. We adapt to their needs, but we also know when to push back on decisions that could negatively impact their goals. This helps us build a genuine relationship of respect and trust.
Throughout our career, we have built hundreds of websites from all types of industries. We have pretty much seen it all. That’s why at Hammerhead we focus on data-driven design and conversion optimization. This is how we consistently help our clients achieve their goals.

What tips do you have for understanding clients and interpreting project briefs effectively?

Understanding and communication are the key. You need to take the time to get to know your client. Who are they, what is their personality like? Why did they come to us? What drives them to do this project? Is it passion? Is it money? Is it love? Knowing this will help you communicate better with them.

Can you describe your typical work process, from client onboarding to project delivery?

Without diving into much too much detail: We work collaboratively with our clients and project teams through the entire process. The steps vary depending on the client, but the one thing that never changes is that we make sure everyone is involved and feel a responsibility for the success of the product.

What tools or software do you find indispensable in your daily work?

Software is such an important part of running a digital business. From a creative standpoint, we are well served with Google Workspace, Adobe Creative Cloud, Figma, Loom, various CMS systems and rich documentation. Additional project management and communication tools help us manage the day-to-day on our side.

What are some of the most challenging projects you’ve worked on at Hammerhead, and how did you overcome these challenges?

Every project has its own challenges. Some challenges are tougher than others, but my approach remains the same. Stay calm, break it down into smaller tasks, communicate with others regarding any delays and update them as you make progress. If you have the patience, then you can overcome any challenge with this approach.

Can you discuss the importance of user-centred design in your work?

The user is central to creating a design that converts. The main goal of any digital project should be developing something that your target demographic is going to fall in love with. Your product should empower the user and guide them towards achieving your business goals.

In your opinion, what are the essential skills or qualities that make a Frontend Developer successful in today’s competitive market?

It really depends on where you want to be and what type of work you want to do. There are many resources out there for improving your hard skills and those vary depending on the market you want to work in. For soft skills, I would say adaptability, communication, problem-solving and dependability.

What are your thoughts on the interactive industry in Canada?

A lot of businesses decided to put a strong focus on their online presence during the pandemic. There are a lot of opportunities out there but also formidable competition. Standing out from competitors has never been more important.
The industry will continue to evolve with AI. Programming tasks will be completed faster which will leave us with more time to focus on design, marketing and business development for our clients.

Clients should focus more on mobile experience. It is our primary connection to the internet, and it will only continue to grow. Quick information, fast payments, and adaptability across devices will be essential. There are new ways of consuming information such as VR, AR and Voice Commerce. These are still new but will only get better.

At the same time, there is also a longing for simpler days. Finding a balance between the new experiences and the old is what excites me about the future.

Which aspect of your work puts a smile on your face?

Helping others. As I work on my tasks I try to simplify the work the client or their team will have to do. Seeing how grateful they are for saving them time puts a smile on my face.

What’s your favorite way to spend a weekend?

Away from my computer! I visit the family, hang out with friends and I play soccer.

If you could have dinner with any historical figure, who would it be and why?

Oh! There are many, but I’ll keep it related to the industry. I would have dinner with Steve Jobs. As a problem solver myself, I find it fascinating to see how others arrive at their conclusions. I feel we would have many interesting conversations on all kinds of topics.

Please share something you’ve always wanted to try but haven’t yet.

I haven’t had a chance to do paragliding yet. I’ve booked twice and both times were cancelled due to weather conditions.

Thanks Alonso!

Learn more about: Hammerhead

Follow Alonso on social media:  LinkedIn

Follow Hammerhead on social media:  Linkedin

CollaborationData StrategyMobileExperienceUserCentredDesignWeb Development