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Adapting the Agile Agency to Clients’ Realities
edenspiekermann_
berlin amsterdam los angeles san francisco singapore
edenspiekermann_ @herr_ttz@herr_ttz
guten tag. i’m christian.
@herr_ttz
human!
Who is Edenspiekermann?
120 people.
five offices.
Heard of our founder?
typomaniac …
We shape brands with user-centric design.
People
Brand
Products Services
The promise of a social interaction
The delivery on that promise of a social interaction
ProductsServices PeopleBrand + = Business
What is a great brand experience?
Presentation title here xx.xx.xxxxedenspiekermann_ 15
• Useful • Easy • Enjoyable • Satisfying
What is a great brand experience?
• Useful • Easy • Enjoyable • Satisfying
not uselessnot complicatednot frustratingnot depressing
Supervisory Board Meeting 10.06.2014edenspiekermann_ 21
Supervisory Board Meeting 10.06.2014edenspiekermann_ 22
Supervisory Board Meeting 10.06.2014edenspiekermann_ 23
To build a great experience
To build a great experienceput people in the center of what you do.
User testing
User testingmeans talking to people.
Building a great experience@herr_ttz
Building a great experience
Products do not fail because they are technically broken,
they fail because nobody needs them.
Products do not fail because they are technically broken,
at home
at Akira’splace
Tokyo airport
transferFrankfurt
Schiphol airport
Do we still have time to get
something to eat?
edenspiekermann_ @herr_ttz
Building a Great Experience
edenspiekermann_ @herr_ttz
edenspiekermann_
edenspiekermann_ The Queen Us
Your Job: To deal with change.
@herr_ttz
It’s not complicated.
It’s complex.
AnalysisConcept
Design
Implementation
Go-Live
The Waterfall
The Waterfall
Scrum
The Roles In Scrum
The Product Owner manages the product
The Scrum Master manages the process
The Team manages itself
Why did we go agile?
We want to be the best partner for our clients’ most exciting projects.
Exciting projects today:
Complex. Cross-Discipline. Cross-Platform. Long-Term. Constantly Changing.
No more spec sheets.
If you want to create relevance in a very fast changing world, work
agile.
But Christian, why is this difficult?
We have a client!
Duh!
Every client is different.
Every client is different. Every project is different.
But we also have to be agile evangelists.
You cannot ignore your clients’ processes, requirements and realities.
1_ Build your clients’ trust.
“Communication is key.”
Waterfall Predicts Agile Forecasts
Pretty accurate!“NO”stradamus
The client wants a website.
The client wants a website. (You should probably build them a website.)
Scope change? You can handle it.
2_ You need to
operate within your clients’
budgets.
Fast Cheap Good
Pick Two
Budget Timeline Features
Pick Two
3_Clients need care.
But they also want a promotion. Or a bonus. Or a pat on the back.
(And sometimes you just want to have some fun together ❤)
Yes, they want a great product…
Nervous about launch deliverables?
The scrum master will walk your client through the progress.
Scrum Master
Worried about the prototype?
Have them come over, and test it together.
Our clients
Scrum Master Andrea
Don’t hide progress
Always let your client know where you stand.
4_ Make your clients part of
the team.
Client
Creative
Client
Team
Dev
Account
UX
Strategy
Waterfall Agile
Two Product Owners = double the fun
Design thinking with clients
You’ll gain better insight by letting clients solve problems, then analyzing their solutions.
edenspiekermann_edenspiekermann_ @robertstulle
The clients
edenspiekermann_
The whole team
edenspiekermann_
The CEO
There is no such thing as a dumb client.
5_ Respect your clients’ deadlines.
Deadlines are a reality. You’ll have to deliver.
But what you deliver exactly is adapted on a
daily basis.
Work with a transparent prioritized backlog
Sprint
Release
Future Releases
Priority
You’ll know early on if there’s a potential delivery
issue.
Delivery Quality Assurance Prototype Updates
Daily Rituals
6_ Enforce interdisciplinary teams.
A typical project?
Run by IT.
Managed by Marketing.
Requirements from Sales.
And HR.
And the London office.
Oh, and the China team.
Launching in two months.
With a global brand campaign.
New hosting company.
Develop copy with the PR agency!
Make sure it’s SEO compatible!!
We need videos!!!
Ugh.
You have to work in teams of different experts.
You have to work in teams of different experts.
Or with your clients’ in-house teams.
Don’t design a website…
… without a developer by
your side.
7_ Investing in your culture
will be good for your client’s bottom line.
An agile mindset is embedded in company rituals.
Maker Days
Brainfood
Design/Dev Couch
Thrive on your rituals.
Love a good balance of work and play.
edenspiekermann_edenspiekermann_
edenspiekermann_edenspiekermann_
Working agile means being agile.
As agencies, we must constantly adapt to our
clients’ realities.
It only works if we stay true to ourselves. Our
philosophy. Our culture.
edenspiekermann_
Thank you_604 Arizona Avenue, Los Angeles, CA 90401 (323) 373 3533 www.edenspiekermann.com
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