clemens brandt - creativity and productivity in an agency environment

How agile methodologies can boost creativity and productivity in an agency environment

August 24, 2014

COLLABORATE, ITERATE, PRIORITIZE, CREATE

привет

TODAY

● Agency Production

● Agile Methodology

● Tactical Tips:

○ User Stories○ Prototyping

● Workshop

AGENCY PRODUCTION

THE TRADITIONAL APPROACH

Planning / Insights

Gathering

Creative Develop-

ment

Finding a Production

Partner

Shoot Post SHIP

INTERACTIVE PRODUCTION

SOFTWARE

ADVERTISING APPROACH

Concepting2 Months

Design4 Weeks

Development2 Weeks, no testing,4 change requests

LAUNCH

RESULT:

+

WHAT NEEDS TO CHANGE?

PROCESS

AGILE

AGILE MANIFESTO

● Individuals and interactions over process and tools

● Working software over comprehensive documentation

● Customer collaboration over contract negotiation

● Responding to change over following a plan

AGILE AS MINDSET

● The customer is the highest priority

● Change requests are welcome

● Deliver software early and often

● Business people and developers need to work together

from the beginning on

● Face-to-face conversation above everything

● The best work comes out of self-organizing teams

TEAM

THE AGILE TEAM

SCRUM MASTERPRODUCT OWNER SCRUM TEAM

AGENCY TEAMS?

AGENCY TEAMS?

Account Management

Creative Teams

Strategy/Planning

Production Developers

Designers UX DesignersProject

Managers...

PRODUCER AS SCRUM MASTER

Account Manager

Producer

Creative Team

Strategist

Developers

Designers UXCLIENT

WITH EXTERNAL PARTNERS

Account Manager

Producer

Creative Team

Strategist

Developers

Designers UXCLIENT

ESTABLISH A FLAT STRUCTURE RIGHT AT THE START

USER STORIES

AS A [USER]I WANT [...]

(SO THAT [...])

GUIDELINES

● Independent

● Negotiable

● Valuable

● Estimable

● Small (sized appropriately)

● Testable

As a book shopper, I can read reviews of a selected book to help

me decide whether to buy it.

As a book shopper, I can read reviews of a selected book to help

me decide whether to buy it.

We will build the app with the Parse framework

The software needs to be easy to use

As a user I want to be able to manage my profile

Smartphone User

I want to be able to take a photo so that I can share it with my

friends

I want to see what photos my friends are

uploading

I want to be able to put filters on my

photos to make them look cool

I want to be able to manage my bio text

I want to be able to manage my name

I want to be able to set/change my

password ...

I want to be able to post automatically on twitter when I upload

a photo

I want to be able to like a photo

I want to be able to get notified when someone likes my

photo

I want to be able to add friends to my

network via Facebook

Client Desktop

THE MOST DIFFICULT PART:RUTHLESS PRIORITIZATION

Smartphone User

I want to be able to take a photo so that I can share it with my

friends

I want to see what photos my friends are

uploading

I want to be able to put filters on my

photos to make them look cool

I want to be able to manage my bio text

I want to be able to manage my name

I want to be able to set/change my

password

I want to be able to post automatically on twitter when I upload

a photo

I want to be able to like a photo

I want to be able to get notified when someone likes my

photo

I want to be able to add friends to my

network via Facebook

Needs to run on Android XYZ

Needs to pass security

guidelines XYZ

I want to be able to set/change my

password

As a new user I want to create a new

password

As an existing user I want to be able to

change my password

As a user who forgot her password I want to be able to retrieve

my password

...

UX DESIGNER:User Flows + Wireframes

I want to be able to add friends to my

network via Facebook

DEVELOPER:Facebook API

integration + DB development

DESIGNER:Design of interface

DEVELOPER:Frontend

development of interface

QA:Test of functionality

+ integration test

COPYWRITER:Write interface

copy

Smartphone User

I want to be able to take a photo so that I can share it with my

friends

I want to see what photos my friends are

uploading

I want to be able to put filters on my

photos to make them look cool

I want to be able to manage my bio text

I want to be able to manage my name

I want to be able to set/change my

password

I want to be able to post automatically on twitter when I upload

a photo

I want to be able to like a photo

I want to be able to get notified when someone likes my

photo

I want to be able to add friends to my

network via Facebook

4

2

3

1

5

2

1

4

4

3

I want to be able to take a photo so that I can share it with my

friends

I want to see what photos my friends are

uploading

I want to be able to put filters on my

photos to make them look cool

I want to be able to manage my bio text

I want to be able to manage my name

I want to be able to set/change my

password

I want to be able to post automatically on twitter when I upload

a photo

I want to be able to like a photo

I want to be able to get notified when someone likes my

photo

I want to be able to add friends to my

network via Facebook

4 2 3 1

5 2 1

4 4

3

SPRINTS

SPRINT 1

SPRINT 2

SPRINT 3

PROTOTYPING

EXERCISE

EXCERCISE

● Create teams of 3 or 4

● User stories (45 mins):

○ Brainstorm all kinds of stories○ Grouping○ Prioritizing

● Create a prototype based on your user stories (30 mins):

○ Draw on paper

○ Once you’re done, take cell phone photos and send them to clemens.brandt@gmail.com

● Presentation

TASK: Website Pizza Ordering

TASK: Website Pizza Ordering

Вопросы?

спасибо!