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Process and Structure
@mrhowell
Tuesday, August 10, 2010
Process and structure.
The work.
The people needed to build the work.
The process through which the work is realized.
Tuesday, August 10, 2010
1: The work.
Tuesday, August 10, 2010
What we’re making is different than 18 months ago.
Tuesday, August 10, 2010
Yahoo’s Duncan Watts, in his “influencers” research, used a lighting many fires analogy that points to the fact that digital media drives cumulative advantage. He suggests brands are better off “placing lots of bets to give the best chance of starting a full forest fire - lots of fires in lots of promising places.”
The cost efficiencies of digital media allow marketers to hedge bets and not bet the farm on one thing - make ten and see what takes.
We’re making more stuff.
Tuesday, August 10, 2010
New media ecosystem.
Tuesday, August 10, 2010
Tuesday, August 10, 2010
Our work is more varied and complex.
Tuesday, August 10, 2010
Diversity breeds sustained activity:steady levels of awareness, conversation, advocacy
Campaign in market:increased awareness, conversation, advocacy
Improving engagement models.
TraditionalCycle
DistributedCycle
Campaign in market:increased awareness, conversation, advocacy
Tuesday, August 10, 2010
2: The people needed to make the work.
Tuesday, August 10, 2010
We’re being asked to create more work, while at the same time, we’re being paid less money.
The work is materially different than it was, requiring new skill sets / capabilities to get it done.
Two big influences on the team structure:
Tuesday, August 10, 2010
Two decades of diminishing compensation.
15% 13.5% 11% 10% <9%
media commissionmedia commissionmedia commissionmedia commissionmedia commission
time and materialshard margin negotiationspay for performance
Tuesday, August 10, 2010
Aggressive procurement practices are just a fact of life. You can complain.
Or you can accept this as part of our industry’s new reality and begin to plan accordingly.
Tuesday, August 10, 2010
Silos are going away. Because they have to.
Interactive Department
Account Management
Account Planning
Creative
Production
Client Interactive Marketing Group
Core Agency
Account Management
Executive Leadership
Account Planning
Creative
Production
Client Marketing Group
Tuesday, August 10, 2010
In the post-digital world, everyone is must be interactive.
Tuesday, August 10, 2010
Reorganizing teams to focus on making things.
IAS AS
IAE AE AE AE
AD
IP IP IP BPT
Interactive Production Traffic Broadcast
Account Management
Account Leadership
IP IP IP IP
ADAccount Leadership
Int. Accnt. Mngmnt.
BP
fig. 1
MG
fig. 2
Interactive Production Broadcast
TKUX
User Experience Technologist Motion Graphics
Tuesday, August 10, 2010
Will this work? Not sure. We’re taking a position based on an idea we believe in.
Doing nothing isn’t an option.
Tuesday, August 10, 2010
Knowledge across disciplines
Core discipline expertise
Rebuilding teams around a new building block.
http://www.fastcompany.com/magazine/95/design-strategy.html?page=0%2C1
Tuesday, August 10, 2010
The T-shaped team.
Cognitive empathy: ability to respect, understand and support other disciplines, leading to more compact, cohesive team capable of better work.
Creative Technology Production UX
Tuesday, August 10, 2010
The T-shaped team.
Concept /Design + Tone
ImplementationProject / ClientManagement
Functionality /User Interaction
Creative Technology Production UX
Tuesday, August 10, 2010
WTF.
Poorly designed physical / virtual spaces.
Use co-location / technology to mediate gaps.
Tuesday, August 10, 2010
Bloated teams = lack of accountability.
Poorly designed teams.
Tuesday, August 10, 2010
Email volume = communications breakdown = trouble.
Poor substitutions for collaboration.
Tuesday, August 10, 2010
Reduce team to essential components.
Bring teams as close together as you can.
Emphasize being nimble and responsive.
Insist on creating a diverse body of work.
Simple goals:
Tuesday, August 10, 2010
3: The process through which the work is realized.
Tuesday, August 10, 2010
Process must work for you, not vice versa.
Worlds colliding: software companies + agencies.
Tuesday, August 10, 2010
Implementing aggressive development models.
System 1
System 2
Tuesday, August 10, 2010
Individuals and interactions over processes and tools.
Working software over comprehensive documentation.
Customer collaboration over contract negotiation.
Responding to change over following a plan.
Tenets of Agile Development Process:
Tuesday, August 10, 2010
As change accelerates, process priorities shift.
Replication, minimization of risk, error
Bespoke process, accept variance + risk
Tuesday, August 10, 2010
StakeholderInterviews
AudienceResearch /Personas
Discover Concept Design Build Measure
AudienceResearch
Brief Approved Concept
Working Project Plan
Creative Team
CrowdSourcing
TeamBrainstorm
Wireframes / Prototype
DesignBoards
CopyDeck
MotionGraphics
TechnicalDevelopment
QATesting
Qualitative /QuantitativeAnalysis
Optimization
Post LaunchUpdates
Approval of design / copy / functionality
Measurement Plan
Approved Beta
Approved Release
Tuesday, August 10, 2010
Big decisions are up front – honor your plan.
Keep things moving – highlight / resolve obstacles.
Empower team to make decisions.
Anticipate change, stay nimble and flexible.
Understand what makes your idea good – don’t compromise core.
Characteristics of a good project.
Tuesday, August 10, 2010
Our industry has transitioned to the the post digital age.
It requires different people and new processes.
But most important, digital is no longer someone else’s job. It’s yours.
So, that’s about it…
Tuesday, August 10, 2010
Thank you.
Tuesday, August 10, 2010
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