how processes can pivot a digital agency
DESCRIPTION
Many designers and developers do not have business backgrounds, and MBAs, yet setup agencies because we love the thrill of design and want to make a difference. There are many thriving small studios but often, we find ourselves challenged by leading teams, running sales departments, propelling marketing, managing processes and doing web design all at the same time. So how can we grow our agencies from singular clients and 1-2 staff to international stardom? Also does a yearly business plan make a difference and when is the right time to create one? Danny will explain how better processes and recurring procedures increase revenue, reduce risk, improve profitability, transform HR and lead to better client relationships. He will explain how strategic R&D, innovation and a passion for usability are key to success.TRANSCRIPT
How processes can pivot a digital agencyHOW STRATEGY, PROCESSES AND INNOVATION HELP TO TRANSFORM A DIGITAL AGENCY
1. WHY THE DUCK 2. PERSONAL DEVELOPMENT 3. WHY PROCESSES 4. USER CENTRED DESIGN 5. LEAN PROCESSES 6. STRATEGY 7. INNOVATION 8. MARKETING 9. PEOPLE 10. CONCLUSION
@cyberduck_uk @danny_bluestone
WHY THE DUCK?
Organic growth• Started off as a ‘one man band’ working with freelancers in my bedroom • Funded using credit cards, initial revenue was £40K-£50K per year • Used user centred design (UCD) as a methodology to deliver quality • Gradually moved into serviced office, hired staff and did marketing • Revenue tripled, innovated new services and marketed at trade shows • Income continued to almost double every year for the first 4-5 years • Moved offices again, hired 4 staff per year (on average) • Used Scrum and agile to improve project management processes • Cemented business processes via lean principles and ISO9001 • Blue Ocean business planning improved profitability within 2 years • R&D, hackathons and compassionate HR continue to lead our philosophy
FAST FORWARD TO 2014
Org chartWe currently have three people layers: strategy, management and experts
Thinking about holacracyHolacracy is hierarchical and allows roles to overlap, with a lead link within each department/division
GET MENTORS AND INSPIRATION
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Image credit: http://vapor-studio.com/art-design/legendary-design-guru-jony-ive-now-runs-apple-software-too/
THE INFLUENTIAL DESIGNER
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THE CODE NINJA
THE MARKETING THINKER
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THE USABILITY RESEARCHER
THE BUSINESS GURU
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YOU DON’T HAVE TO BE AN EXPERT AT EVERYTHING
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JUMP INTO THE MIDDLE OF THINGS GET YOUR HANDS DIRTY FALL FLAT ON YOUR FACE AND REACH FOR THE STARS
The T shaped human
Breadth of knowledge
Depth of expertise
Image credit: http://filmecon.blogspot.co.uk/2011/04/team-money-monopoly-and-counterfeit.html
Image credit:http://www.fanpop.com/clubs/freddie-mercury/images/31652011/title/freddie-photo
OK, DO I HAVE WHAT IT TAKES?
FUSE YOUR GIFT OF WORK INTO THE BLESSINGS OF LIFE WHILE INSPIRING THOSE AROUND YOU.
Work ethos
Image credit:http://wallpapers.brothersoft.com/true-grit-wallpaper-99133-1920x1200.html
HUMILITY PUSHES US TO ACHIEVE MORE
Be humble
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ARE YOU A TAKER, MATCHER OR GIVER?
Givers
Image credit: http://article.wn.com/view/2014/04/02/Wharton_Professor_Adam_Grant_Explains_Why_The_Most_Successfu/
FORTUNE FAVOURS THE BOLD
Be bold
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WHY PROCESSES?
research development marketing on going support
art directionuser experience
UCD
research development marketing on going support
art directionuser experience Scrum
research development marketing on going support
art directionuser experience
ISO 9001 & Lean
USER CENTRED DESIGN TRANSFORM DESIGN
CAPABILITIES
Design for generationsEACH GENERATION HAS A DIFFERENT MENTAL MODEL
SILENT GEN
BOOMERS
GEN X
MILLENNIALS
DIGI’ NATIVES
1960s-1980s
1940s-1960s
1920s-1940s
1980s-2000s
Now
PersonasREMOVE ASSUMPTIONS FROM YOUR DESIGN PROJECT
Brand overlapTHE BRANDING AND MARKETING CAN BE TRANSFORMED VIA UCD
LEAN THINKING PIVOTS YOUR
CULTURE
DECISIONS ARE BASED ON LONG TERM PASSIONS AND AMBITION AS OPPOSED TO SHORT-TERM OBJECTIVES AND PROFITS
Philosophy
USE RESEARCH AND VALIDATED LEARNING TO ENSURE DESIGN DECISIONS ARE MEANINGFUL AND USEFUL. KEEP DOCUMENTATION LIGHT AND SMART
Waste
STANDARDISE PROCEDURES, TECHNOLOGY AND DESIGN SO WE CAN FOCUS ON FLOW, CREATIVITY AND MAKING A HUGE IMPACT WITHIN THE DETAIL
Standardisation
STOP WHEN PROBLEMS HAPPEN TO REFLECT, CHANGE AND IMPROVE ENSURING THAT QUALITY ASSURANCE IS AT THE HEART OF WHAT YOU DO (“JIDOKA”)
Get quality right first time
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ENSURE THE EFFORT IS EVEN AMONG THE TEAM (“HEIJUNKA”)
Level out the workload
INVEST IN OUR TEAM, GROW AND NOURISH LEADERS SLOWLY AND RETAIN THE ONES WE HAVE, SO THEY KNOW HOW TO RUN OUR BUSINESS
Grow leaders
INVEST IN CROSS FUNCTIONAL TEAMS TO AMPLIFY LEARNING AND BOOST CREATIVITY !
Diversify the teams
Decide by consensusPONDER ON MANY OPTIONS BUT IMPLEMENT RAPIDLY (“NEMEWASHI”).
ONCE YOU HAVE A STABLE PROCESS USE CONTINUOUS IMPROVEMENT (KAIZEN) TO ANALYSE AND IMPROVE ON IT
Continual improvement
A STRATEGY IS ESSENTIAL TO ACHIEVE A
TIPPING POINT
THE BLUE OCEAN CANVAS HELPS TO VISUALISE YOUR STRATEGY.
Blue ocean strategy
A LONG TERM PLAN IS REQUIREDTO DEFINE TARGETS, MARKETING TACTICS AND A NEW STRUCTURE TO ACHIEVE THOSE GOALS.
Our three year plan
INNOVATION IS KEY
WHAT DO YOU NEED TO INNOVATE? WHY DO YOU NEED TO DO IT? HOW DO YOU DO IT? WHO DO YOU DO IT FOR? WHEN DO YOU DO IT?
The big ‘I’
ON THE NEXT SLIDE WE WILL SEE (A VIDEO) OF WHAT A HACKATHON CAN GENERATE!
Innovation in action
PIVOTAL MARKETING
IT TAKES A DAY TO LEARN BUT A LIFE TIME TO MASTER.
Marketing
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START A TRIBE TO MEET, LEARN AND SHARE
CREATE A TRIBE OF SUPER HUMANS
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PEOPLE BELIEVE WHAT THEY TELL THEMSELVES, NOT WHAT YOU TELL THEM
BUILD UP AND RAISE THE PROFILE OF KEY TEAM PLAYERS
Recognition
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TRAIN PEOPLE WELL ENOUGH SO THEY CAN LEAVE, TREAT THEM WELL ENOUGH SO THEY DON’T WANT TO
A GREAT LOCATION = STAFF LONGEVITY.
Location
IN TODAY’S CONNECTED WORLD, YOU CAN FIND THAT PERSON.
The unicorn myth
THERE ARE FOUR PRINCIPLE PSYCHOLOGICAL FUNCTIONS WE USE TO EXPERIENCE THE WORLD: SENSATION, INTUITION, FEELING AND THINKING
Myers BriggsISTJ ISFJ INFJ INTJ
ISTP ISFP INFP INTP
ESTP ESFP ENFP ENTP
ESTJ ESFJ ENFJ ENTJ
•Go for a long term plan but keep it lean and adaptive •Innovate is key to success, but think why you need to innovate •Explore holacracy, lead and manage with compassion •Invest in training, great recruitment and solid HR processes •Departmentalise your business and interlink everything (ISO:9001) •Use recurring procedures to automate as many things as possible
Summary
THANK YOU!@cyberduck_uk @danny_bluestone