Build Systems,   Not StuffPresented by @Abby_the_ia                            1
2
I Make theunclear, clear for people who use and make     things.                  3
4    4
Most recently I Have helped• Change the audience for Sharpie from a office supply  consumer to teenagers looking for a self...
I hear a lot of the same   things over and over...Our current digital marketing is:A) Embarrassingly out of dateB) Not fle...
The behavior of the system cannot beknown just by knowing the elements            - Donella Meadows                       ...
Meet the Blind men of digital marketing         “I post on social media         and send emails”“I controlthe money”      ...
Observation:Its always the same issuesaffecting the same partsof the same systems                             9           ...
We needto buildsystems,not just  stuff.           10                10
When Stuff is king...                        11                             11
Spray-n-Pray is common wisdom                                12                                     12
Corporate Underpants start to show                                13                                     13
Shiny, dusty objects accumulate                              14                                   14
Trends win out over needs                            15                                 15
“Skunkworks” projects used to   achieve tactical goals                                16                                  ...
Everyone feels rushed and       underserved                            17                                 17
We ask for more stuff  We need aFacebook page                vs.    We need a                        Digital              ...
Sound familiar?                  19                       19
There has to be a   better way                    20                         20
But we arent in manufacturing!                                 21                                      21
isnt Creativity meant to be messy?                                     22                                          22
One important (and easy) question:   How should we spend our   finite creative energy?                                    ...
By analyzing thesystem, maybe wecan improve theUser experience ofworking in digitalmarketing                     24       ...
Systems-based thinkingthe process of understanding howthings influence one another. viewing "problems" as parts of anovera...
When System is king... • Effectiveness becomes measurable • Solutions have longevity and reuse • Entities are able to rema...
Reinventing the Wheel  Repeatable Magic                        27                             27
Systems Thinking 101                       28                            28
A system is a set of stocks andflows that is interconnected in    a way that it produces a      predictable pattern.      ...
STocks:    Assets within your organization that are   able to be measuredfor example:• Knowledge of industry trends• Marke...
Flows:Process that affects and    connects stocksfor example:• How insights become strategy• How designers are briefed on ...
Cold hard Facts     about systems1. Levels of stock areonly able to be affectedby manipulating flows2. Stocks take time to...
anotherfact:DigitalMarketingis a system              33                   33
34     34
Digital Marketing: A common system                                35                                     35
Digital Marketing: A common system                                36                                     36
If you are doing itright, you start here                        37                             37
Digital Marketing: A common system                                38                                     38
But, a lot of peoplestart here...                       39                            39
Digital Marketing: A common system                                40                                     40
And even here... eek!                        41                             41
Digital Marketing: A common system                                42                                     42
A lot of people stop here.                             43                                  43
Digital Marketing: A common system                                44                                     44
and This part is almostalways ignored or weak                          45                               45
there are sharedlessons that allorganizations canlearn from                    46                         46
Five common system failures                              47                                   47
48     48
What’ssupposed   tohappen           49                49
What can alsohappen         50              50
Symptoms• brittle feeling interactions• Not knowing all the    incarnations of the experience•   Not being able to defend ...
Diagnosis: Low Awareness of how something works today   leads to bad strategyYou need to work on research.                ...
Idea to Combat:Measure quality of existing systems:          1. Heuristically           2. Analytically         3. With re...
54     54
Lets try to finda way to apply    online               55                    55
56     56
57     57
58     58
Symptoms• All the content is there and    nothing can be found•   No research has been done    into what users want•   Low...
Diagnosis: Lack of clear goalsand key performance indicatorsleads to confounding experienceYou need to work on goal settin...
Idea To Combat:Define S.M.A.R.T Goalsand a plan to measureagainst them   q Specific   q Measurable   q Achievable   q R...
62     62
63     63
Symptoms• Content feels forced into boxes    it doesnt fit into•   things are jimmied together•   Creative production alwa...
Diagnosis: silo-ed decisions on  content degrade quality of      experience offeredYou need to work on architecting       ...
Idea to COmbat: Let the users make the call  when content organizationchallenges arise. Card sorting,     contextual inqui...
67     67
68     68
69     69
Symptoms• Devices and tools are devised to    assist people in understanding    the marketing material•   Navigation is bl...
Diagnosis: Too many things, no    priority. SUch a mess.     You have to work on        documentation                     ...
idea to Combat: Create a roadmap of features defined notjust against resources available but against  user and business    ...
73     73
h,p://ausweb.scu.edu.au/aw05/papers/refereed/alexander/paper.html   74                                                    ...
Diagnosis: NEver completing the         feedback loop.You need to work on measurement                                  75 ...
Idea to Combat:Host a conversation with  designers, marketers and researchers to talkabout improving the flow  of strategic...
How to get started in  your organization                        77                             77
to Become a system advocate in your   organization                     78                          78
Lesson 1: You need pictures, because   systems happen all at once.                                       79               ...
Pictures arethoughtstarters               80                    80
Pictures allowyou to see theconnections            81                 81
pictures allowquickillustration ofproblems andsolutions              82                   82
Pictures are great forunderstanding thesystems, roles andrules                     83                          83
Pictures canillustrate a higherlevel view                  84                       84
Lesson 2: Evaluate the System as is• Get the right people in the room to discuss the  results of the current digital marke...
Lesson 3: Take Stock of what you need• Identify the goals you have for your digital  marketing• Identify the obligations y...
Lesson 4: Prioritize issues to work on• Identify the issue type. Is it a lack of resource, bad  process, old technology?• ...
Lesson 5: Try New flows• Get the space, team and instance needed to  experiment.• Make sure people know they are guinea pi...
Lesson 6: Reduce, Reuse, Recycle• Reduce the complexity across initiatives• Reuse technological investment across campaign...
Lesson 7: Have the right attitude• Be honest and transparent• Be collaborative• Be forward looking• Be willing to fail and...
So...Next time someone  asks for stuff                    91                         91
Think...  How can we take this up a level?Are we thinking about the life cycle?  Can we measure our impact here?Who else i...
How can we...Build a system, not   just more stuff                      93                           93
Thanks!   @abby_the_ia    Abbytheia.comabbycovert@gmail.com                       94                            94
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Build Systems, Not Stuff

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This presentation is for anyone who has had technical, strategic and/or budgetary constraints influence what was built vs. what was imagined. We will dig into how to use systems-based thinking to understand how things influence one another and learn techniques to discover constraints sooner. We will learn how to start creating efficiencies of digital process, infrastructure and communication in pursuit of better user experiences.

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Build Systems, Not Stuff

  1. 1. Build Systems, Not StuffPresented by @Abby_the_ia 1
  2. 2. 2
  3. 3. I Make theunclear, clear for people who use and make things. 3
  4. 4. 4 4
  5. 5. Most recently I Have helped• Change the audience for Sharpie from a office supply consumer to teenagers looking for a self expression tool• Grow a 150,000 member Facebook fan base for JELL-O over the weekend.• Pilot a revolutionary diet for people with Type 2 diabetes• Analyze and strategically prioritize digital marketing efforts and improvements for Herman Miller in support of their movement into the B to C market 5
  6. 6. I hear a lot of the same things over and over...Our current digital marketing is:A) Embarrassingly out of dateB) Not flexible enough to support needsC) Not able to be affected quickly because of politics and the bureaucracyD) All of the Above (Eeeeekk) 6 6
  7. 7. The behavior of the system cannot beknown just by knowing the elements - Donella Meadows 7 7
  8. 8. Meet the Blind men of digital marketing “I post on social media and send emails”“I controlthe money” “I manage the Websites” “I design the marketing” 8 8
  9. 9. Observation:Its always the same issuesaffecting the same partsof the same systems 9 9
  10. 10. We needto buildsystems,not just stuff. 10 10
  11. 11. When Stuff is king... 11 11
  12. 12. Spray-n-Pray is common wisdom 12 12
  13. 13. Corporate Underpants start to show 13 13
  14. 14. Shiny, dusty objects accumulate 14 14
  15. 15. Trends win out over needs 15 15
  16. 16. “Skunkworks” projects used to achieve tactical goals 16 16
  17. 17. Everyone feels rushed and underserved 17 17
  18. 18. We ask for more stuff We need aFacebook page vs. We need a Digital Recruitment engine 18
  19. 19. Sound familiar? 19 19
  20. 20. There has to be a better way 20 20
  21. 21. But we arent in manufacturing! 21 21
  22. 22. isnt Creativity meant to be messy? 22 22
  23. 23. One important (and easy) question: How should we spend our finite creative energy? 23 23
  24. 24. By analyzing thesystem, maybe wecan improve theUser experience ofworking in digitalmarketing 24 24
  25. 25. Systems-based thinkingthe process of understanding howthings influence one another. viewing "problems" as parts of anoverall system, rather than reactingto specific part.focusing on cyclical rather thanlinear cause and effect. 25 25
  26. 26. When System is king... • Effectiveness becomes measurable • Solutions have longevity and reuse • Entities are able to remain in sync while operating independently • Adequate time and budget is allocated • People feel like things just work 26 26
  27. 27. Reinventing the Wheel Repeatable Magic 27 27
  28. 28. Systems Thinking 101 28 28
  29. 29. A system is a set of stocks andflows that is interconnected in a way that it produces a predictable pattern. 29 29
  30. 30. STocks: Assets within your organization that are able to be measuredfor example:• Knowledge of industry trends• Marketing Budget• Creative Talent 30 30
  31. 31. Flows:Process that affects and connects stocksfor example:• How insights become strategy• How designers are briefed on architectural decisions• How code is accepted in development 31 31
  32. 32. Cold hard Facts about systems1. Levels of stock areonly able to be affectedby manipulating flows2. Stocks take time tochange, because flowstake time to flow 32 32
  33. 33. anotherfact:DigitalMarketingis a system 33 33
  34. 34. 34 34
  35. 35. Digital Marketing: A common system 35 35
  36. 36. Digital Marketing: A common system 36 36
  37. 37. If you are doing itright, you start here 37 37
  38. 38. Digital Marketing: A common system 38 38
  39. 39. But, a lot of peoplestart here... 39 39
  40. 40. Digital Marketing: A common system 40 40
  41. 41. And even here... eek! 41 41
  42. 42. Digital Marketing: A common system 42 42
  43. 43. A lot of people stop here. 43 43
  44. 44. Digital Marketing: A common system 44 44
  45. 45. and This part is almostalways ignored or weak 45 45
  46. 46. there are sharedlessons that allorganizations canlearn from 46 46
  47. 47. Five common system failures 47 47
  48. 48. 48 48
  49. 49. What’ssupposed tohappen 49 49
  50. 50. What can alsohappen 50 50
  51. 51. Symptoms• brittle feeling interactions• Not knowing all the incarnations of the experience• Not being able to defend cost of improvement 51 51
  52. 52. Diagnosis: Low Awareness of how something works today leads to bad strategyYou need to work on research. 52 52
  53. 53. Idea to Combat:Measure quality of existing systems: 1. Heuristically 2. Analytically 3. With real users 53 53
  54. 54. 54 54
  55. 55. Lets try to finda way to apply online 55 55
  56. 56. 56 56
  57. 57. 57 57
  58. 58. 58 58
  59. 59. Symptoms• All the content is there and nothing can be found• No research has been done into what users want• Low conversion and roi 59 59
  60. 60. Diagnosis: Lack of clear goalsand key performance indicatorsleads to confounding experienceYou need to work on goal setting 60 60
  61. 61. Idea To Combat:Define S.M.A.R.T Goalsand a plan to measureagainst them q Specific q Measurable q Achievable q Relevant q Time bound 61 61
  62. 62. 62 62
  63. 63. 63 63
  64. 64. Symptoms• Content feels forced into boxes it doesnt fit into• things are jimmied together• Creative production always costs more than expected and often assets are reused inappropriately 64 64
  65. 65. Diagnosis: silo-ed decisions on content degrade quality of experience offeredYou need to work on architecting 65 65
  66. 66. Idea to COmbat: Let the users make the call when content organizationchallenges arise. Card sorting, contextual inquiry andcollaborative design can all be used for this. 66 66
  67. 67. 67 67
  68. 68. 68 68
  69. 69. 69 69
  70. 70. Symptoms• Devices and tools are devised to assist people in understanding the marketing material• Navigation is bloated, landing pages lack focus• Functionality is heavy and unneeded 70 70
  71. 71. Diagnosis: Too many things, no priority. SUch a mess. You have to work on documentation 71 71
  72. 72. idea to Combat: Create a roadmap of features defined notjust against resources available but against user and business goals 72 72
  73. 73. 73 73
  74. 74. h,p://ausweb.scu.edu.au/aw05/papers/refereed/alexander/paper.html 74 74
  75. 75. Diagnosis: NEver completing the feedback loop.You need to work on measurement 75 75
  76. 76. Idea to Combat:Host a conversation with designers, marketers and researchers to talkabout improving the flow of strategic guidance and insight 76 76
  77. 77. How to get started in your organization 77 77
  78. 78. to Become a system advocate in your organization 78 78
  79. 79. Lesson 1: You need pictures, because systems happen all at once. 79 79
  80. 80. Pictures arethoughtstarters 80 80
  81. 81. Pictures allowyou to see theconnections 81 81
  82. 82. pictures allowquickillustration ofproblems andsolutions 82 82
  83. 83. Pictures are great forunderstanding thesystems, roles andrules 83 83
  84. 84. Pictures canillustrate a higherlevel view 84 84
  85. 85. Lesson 2: Evaluate the System as is• Get the right people in the room to discuss the results of the current digital marketing environment• Document it in simple pictures, perhaps stocks and flows• Highlight hardships you feel today or know about externally 85 85
  86. 86. Lesson 3: Take Stock of what you need• Identify the goals you have for your digital marketing• Identify the obligations you have to meet for stakeholders• Identify the things colleagues have complained about or asked for 86 86
  87. 87. Lesson 4: Prioritize issues to work on• Identify the issue type. Is it a lack of resource, bad process, old technology?• Determine how much (and who) it hurts?• Assign a internal and external priority 87 87
  88. 88. Lesson 5: Try New flows• Get the space, team and instance needed to experiment.• Make sure people know they are guinea pigs• Treat it as a research assignment (try A/B testing, and asking followup questions in a focus group etc...)• Document what you are trying, why and how you feel it will change things 88 88
  89. 89. Lesson 6: Reduce, Reuse, Recycle• Reduce the complexity across initiatives• Reuse technological investment across campaigns, building an arsenal of owned solutions over time• Recycle your “stuff”: Always think about the lifecycle of the “stuff” your systems are producing. 89 89
  90. 90. Lesson 7: Have the right attitude• Be honest and transparent• Be collaborative• Be forward looking• Be willing to fail and try again 90 90
  91. 91. So...Next time someone asks for stuff 91 91
  92. 92. Think... How can we take this up a level?Are we thinking about the life cycle? Can we measure our impact here?Who else is impacted by this and how can they help solve this? 92 92
  93. 93. How can we...Build a system, not just more stuff 93 93
  94. 94. Thanks! @abby_the_ia Abbytheia.comabbycovert@gmail.com 94 94
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