BOULDER DIGITAL WORKS PROCESS AND STRUCTURE
MDW NY | Matt Howell_New Teams and Process for Making Digital Work
Nov 01, 2014
Matt Howell, President of Modernista!, presents his vision for the new brand team, individual roles, and the process necessary to go from making messages to building platforms.
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BOULDER DIGITAL WORKSPROCESS AND STRUCTURE
2
Mayhem on Madison Ave Don Draper’s Revenge
or
3
Modernista!
We decided to make some pretty big changes, all of which fell out of a simple, single idea:
Let’s get a lot better at making things.
Process and structure.
The work.
The people needed to build the work.
The process through which the work is realized.
1: The work.
What we’re making is different than 18 months ago.
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.
New media ecosystem.
Bet it all on a couple :30’s.
Grow through volume / diversity.
A new metaphor.
Our work is more varied and complex.
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
2: The people needed to make the work.
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 agency structure:
Sustained pattern of diminishing compensation.
15% 13.5% 11% 10% <9%
media commissionmedia commissionmedia commissionmedia commission
media commission
• time and materials with negotiated rates
• hard margin negotiations
• stiff performance incentives
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.
Agency re-org step 1: No more silos
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
In the post-digital world, everyone is must be interactive.
Agency re-org step 2: Prioritize the creation of work.
IASAS
IAEAE AE AE
AD
IP IP BPT
Interactive A.M.
Account Leader
IP IP IP IP
ADEngagementLead
Account Management
BP
fig. 1 fig. 2
Producers
DUX
User Experience
Developer
P
E
Editor / Motion Graphics
Lead Planner
P LeadPlanner
Interactive Producers Traffic Broadcast Producer
SM
Social Media Manager
Will this work? Not sure. We’re taking a position based on an idea we believe in.
Doing nothing isn’t an option.
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
The T-shaped team.
Cognitive empathy: ability to respect, understand and support other disciplines, leading to more compact, cohesive team capable of better work.
Concept /Design + Tone
ImplementationProject / ClientManagement
Functionality /User Interaction
Creative Technology Production UX
3: The process through which the work is realized.
WTF.
Poorly designed physical environments.
Use co-location / technology to mediate gaps.
Bloated teams = lack of accountability.
Poorly designed teams.
Email volume = communications breakdown = trouble.
Poor substitutions for collaboration.
Process must work for you, not vice versa.
Worlds colliding: software companies + agencies.
Bespoke process, accept variance + risk
As change accelerates, process priorities shift.
Replication, minimization of risk, error
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
You can change your culture through work.
We are living in the post digital age of our industry.
Adapting will change your organization - the act of creating new work will alter structure and process.
And this effects us as organizations and individuals, as digital is no longer someone else’s job.
It’s yours.
So, that’s about it. Some parting thoughts...
BOULDER DIGITAL WORKS
THANK YOU
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.
Management Team
1. Account Director2. Account Planner3. UX Designer
1 2 3
31 2
4 5
1. Art Director2. Copywriter3. UX Designer4. Producer5. Technical Lead
2 3
4
31 2
54
1. Art Director2. Copywriter3. UX Designer4. Designer5. Producer6. Technical Lead
31 2
1. Technical Lead2. Flash Developer3. HTML / CSS4. Motion Graphics5. Producer6. QA Engineer
4 65
1
1. Data Analyst2. Account Planner3. UX Designer4. Producer
6
Discover Concept Design Build Measure
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