a "hollywood model" for the digital transformation office

DIGITAL COLLECTIVE Proposal for the Digital Transformation Office 11th September 2015 Version 2.1

The Digital Collective – Proposal for the Digital Transformation Office 2

Credits

This proposal contains information that is confidential and proprietary to

I/O. This information is submitted with the express understanding that it

will be held in strict confidence and will not be disclosed, duplicated or

used in whole or in part for any purpose other than the evaluation of this

proposal.

Proposal Template and Design by Jamie Mazurek

We would like to thank our proposal team:

Samuel, Charbel, Owen, Jason, Ben, Michaela, Ilan, Colin, Sarah, Juliano,

Louis and Tristan.

Copyright 2015 Welcome to I/O

The Hollywood Model


The Hollywood Model

Think for a moment the way a Hollywood movie is made.

To ensure the most appropriate and highest quality talent is acquired, a

mixed team of ‘contractors’ is pulled together, each of them fulfilling a

specific requirement for the film. These teams form, create magic

onscreen, and then, when the movie is over, disband.

We believe this "Hollywood Model" is one the government should adopt

to help improve access to the talent required to drive Digital

Transformation. We believe that to bring together the most experienced

team of people requires not just recruitment, but also the coordination

and leadership of a mixture of both internal and external talent, hand-

picked to answer the specific requirements of the challenge.

The Digital Collective


Introducing The Digital Collective

“A collective is a group of entities that share or are motivated by a

common interest, working together to achieve a common objective.”

The Digital Collective (D/C) aims to deliver a “Hollywood Model” for the

Digital Transformation Office (DTO). It incorporates experienced and

innovative talent from some of Australia’s best small agencies, studios,

start-ups, incubators and technology companies to support the goals and

objectives of the DTO.

The 2 areas of support identified by the DTO have driven the initial

structure of the D/C, however we believe the model to be extremely

flexible and can support future needs.

Areas of support identified:

1. Talent Specifically across service design, user experience design, interaction

design, visual design, developers, tech architects, dev ops, security

specialists, product managers, delivery managers, content and

analytics.

2. Agile Coaching People who can lead & teach agile, specifically scrum, with

experience in large organisations such as finance, banking, and

insurance industries


D/C – Proposed Structure

The D/C will be a non-profit entity owned by the members and contracted

to the DTO. Through the D/C the DTO will access support and talent

through its 3 types of members:

1. Facilitation Agile coaches and consultants that can teach and mentor DTO

employees as well as be deployed across specific projects as required.

2. Project A mix of individual contractors, studios, agencies and SMEs that

deliver specific, discrete project outcomes and deliverables as briefed

by the DTO.

3. Secondment Large corporates, technology companies, start-ups and incubators

enable their staff to be deployed on secondment to the DTO on a 1, 3

or 6-month basis.


D/C – In Operation The Digital Collective becomes a hub incorporating 5 key areas of

expertise dedicated to deliver a scalable solution for the DTO.

1. Product The product owner.

2. Strategy Business and overall strategy.

3. Design User research and experience design.

4. Development Open source / Drupal development.

5. Operations Agile / Scrum masters.


D/C - A Virtual Powerhouse

Through the D/C the DTO can access a pool of digital talent available

no-where else in Australia. The D/C effectively becomes a talent

powerhouse that can be used to pilot new ideas, access specific expertise

or even build teams designed for the specific purpose of the DTO’s

requirements. We believe this is a truly innovative way to provide access

to the best talent in the industry in a truly scalable way.


D/C - Specialist Disciplines

The purpose of dedicated experts and practitioners that lead an area such

as User Experience Design or Drupal Development is that they keep

themselves on the leading edge in the constantly evolving digital

landscape. These leaders and their businesses work within discipline

oriented communities locally and globally to ensure they are up to date on

the latest case studies, developments and trends in their area of expertise.

This also provides them the ability to leverage specialist contractor

knowledge that is sometimes only available through these networks and

communities.

The structure of the D/C would allow the DTO to activate specialists

where and when they are needed to validate ideas or deliver against a

specific DTO strategy or project.


D/C - Founding Members

We have taken a multi-disciplinary approach to our founding members

based on the two areas of support outlined by the DTO. We believe these

organisations are a way to access some of the best talent in Australia.

1. Welcome to I/O

I/O is a privately owned innovation consulting firm helping businesses

deliver exponential growth. Their consulting services focus on

technology led innovation using insights, consumer psychology, data

analysis and business operations to create profitable new products,

new services, new experiences and new businesses.

Core Focus: Strategy

Principal: Samuel Tait

LinkedIn: au.linkedin.com/in/samueltait

Website: welcometo.io

2. Velvet Onion Velvet Onion is a service design and user experience design agency.

Services cover user experience design, design thinking, applied

research and service design. The agency also runs it’s own highly

regarded user experience academy teaching best practice across an 11

week UXD course.

Core Focus: Design

Principal: Charbel Zeaiter

LinkedIn: au.linkedin.com/in/charbel

Website: velvetonion.com

3. PreviousNext PreviousNext has cemented its reputation as Australia’s most

experienced and highly regarded team of Drupal CMS experts. Having

built more Australian Government Drupal websites than any other firm,

it is has leveraged this experience through the release of aGov platform

that was subsequently selected as the core software for govCMS.

Core Focus: Development

Principal: Owen Lansbury

LinkedIn: au.linkedin.com/in/owenlansbury

Website: previousnext.com.au


Founding Members

4. Snepo Snepo was built out of the kiosk software industry and houses

developers able to code fluently in multiple languages including Java,

Objective C, C++, Ruby, C#, Javascript, HTML and Python. The team has

most recently delivered interactive experiences for the Australian War

Memorial and the National ANZAC Centre.


Principal: Ben Moir

LinkedIn: au.linkedin.com/in/moirben

Website: snepo.com

5. Interesting Interesting and their teams have been technical lead on projects that

have most developers running for cover. With technology and

development as their core focus they have delivered complex, robust

technology solutions for clients like Westpac, Real Insurance, the NSW

Business Chamber and Weet-bix.


Principal: Tristan O’Shannassy

LinkedIn: au.linkedin.com/pub/tristan-o-shannassy/2/36/ba9

Website: interesting.com.au

6. Whitebox Analytics Thirteen years of data and analytical experience in Sydney and London

ensures Whitebox consultants deliver the data strategy and the

analytics to fit with a client’s goals. Responsible for driving data

strategy and analytics for their clients with their team’s Australian

experience including MasterCard, David Jones, Nestle, Toyota and BT.

Core Focus: Analytics

Principal: Louis Keating

LinkedIn: au.linkedin.com/in/louiskeating

Website: whiteboxanalytics.com.au


Founding Members

7. Catchi Catchi is a technology agnostic consulting firm delivering multi-

channel, multi-device Conversion Rate Optimisation, Personalisation,

Individualisation and Digital Engagement Programs. Catchi is a CRO

training provider for ADMA and the Marketing Association of NZ with

experience across multiple industries including Government.

Core Focus: Analytics

Principal: Michaela Aguilar

LinkedIn: au.linkedin.com/in/michaelaaguilar

Website: catchi.com.au

8. Axis Agile

Axis Agile is a specialist Agile training, educator and consultancy. The

team includes certified Scrum Trainers, Scrum Masters, Scrum

Product Owners and Scrum Professionals and provides training

through their globally acclaimed authors and trainers who have

worked locally and globally across a range of sectors.

Core Focus: Agile

Principal: Ilan Goldstein

LinkedIn: au.linkedin.com/in/ilangoldstein

Website: axisagile.com.au

9. PragmaTeam PragmaTeam teach individuals and teams how to be agile. It is

a behavioural process, leading to cultural change, which is

supported by the adoption of practices rather than constrained

by them. Our team are highly experienced across standard

methodologies such as SCRUM, SAFe and XP.

Core Focus: Agile

Principal: Sarah Atkinson

LinkedIn: au.linkedin.com/in/pragmateam

Website: pragmateam.com.au


D/C – In Action

To provide an example of how the Digital Collective and the “Hollywood

Model” could be engaged for the DTO we have outlined an example

project team. The project team could be flexible to support the DTO in

those areas required for the project. For example, if the DTO was to take

the product owner role, then the D/C could support with staff in other

areas of expertise. This model is flexible enough to support the DTO in

whatever role they take within a project, even when the DTO decide not to

take responsibility for a role within the project team.

1. Product The product owner = The Digital Transformation Office

2. Strategy Business and overall strategy = I/O

3. Design User research and experience design = Velvet Onion

4. Development Open source / Drupal development = PreviousNext

5. Operations Agile / Scrum masters = Axis Agile


D/C - Seconding Members

As part of the D/C we are proposing that a number of technology

companies, start-ups and incubators also be involved. To this aim we have

commenced discussions with the following organisations to discuss their

involvement in a potential DTO secondment program made available

through the Digital Collective.

Secondment

1. Technology Companies Google

Facebook

Salesforce

Fred IT

Court.FM

LinkedIN

Atlassian

Amazon Web Services

2. Start-Ups

BigCommerce

Canva

Stackla

Nitro

99Designs

Airtasker

Invoice2Go

OneShift

Tapestry

Beat the Q

SocietyOne

Health.com.au

Mint Payments

HealthEngine

3. Incubators

Fishburners

BlueChilli

TankStream

Stone & Chalk

Muru-D

Incubate

ATP Innovations

Pollenizer


Suggested Next Steps

We would be happy to discuss any questions relating to this proposal in

person or on a conference call.

In regard to next steps we truly believe that collaboration is key for this

new model to work for the DTO and a number of questions and areas

would need to be defined which is why we would suggest a workshop with

principal stakeholders to discuss these areas in depth.

A number of areas we think would need to be discussed include:

§ Specific goals and objectives of the DTO

§ How this model would need to be adjusted to support these goals

§ How would procurement work in relation to project work and

secondments

§ Fee structures and invoicing process

§ Ways of working and engaging with the DTO

§ Identify key stakeholders for government approval.

We look forward to your review and feedback.

For all enquiries please contact:

Samuel Tait

Managing Partner, I/O

[email protected]

0478 197 713

A “Hollywood Model” for the

Digital Transformation Office.

a "hollywood model" for the digital transformation office

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