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Process in the Age of Digital Innovation
 

Process in the Age of Digital Innovation

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Adobe Max 2010 presentation on how to foster an environment of technical innovation.

Adobe Max 2010 presentation on how to foster an environment of technical innovation.

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    Process in the Age of Digital Innovation Process in the Age of Digital Innovation Presentation Transcript

    • PROCESS IN THE AGE OFDIGITAL REVOLUTION CHARLES DUNCAN JR. ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 1
    • CHARLES DUNCAN JR. DIRECTOR OF TECHNOLOGY: IQ INTERACTIVE Creative Technologist whose job it is to make sure teams are working together to push innovation while still getting projects delivered on budget and on time. ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 2
    • WHAT EXCITES ME ABOUT DIGITAL ADVERTISING ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 3
    • AFFECTING HOW PEOPLE ACCESS INFORMATION ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 4
    • AFFECTING HOW PEOPLE COMMUNICATE WITH EACH OTHER ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 5
    • IT’S JUST THE BEGINNINGCOMPARED OTHER COMMUNICATION MEDIUMS 500 Print 100 Radio/ Film 50 TV 15 Web 10 Mobile * estimated years in mass use ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 6
    • Why Are We Here TodayPromoting collaboration between creatives and technologist enablesyour company to stay on the cutting edge and continuously delivercampaigns that drive results. 
    • THE CURRENT AGENCY PROCESS July Aug Sep Oct Nov Dec Jan Feb STRATEGY DESIGN DEVELOPMENT QA DEPLOY ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 8
    • THE PROBLEM WITH WATERFALL The main problem with the waterfall model is the inflexible division of a project into separate stages, so that commitments are made early on, and it is difficult to react to changes in requirements. Iterations are expensive. This means that the waterfall model is likely to be unsuitable if requirements are not well understood or are likely to change in the course of the project.* Sommerville, Ian (2007) [1982]. "4.1.1. The waterfall model". Software engineering (8th edition ed.). Harlow: Addison Wesley.pp. 66f. ISBN 0-321-31379-8. ® Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 9
    • COLLABORATION TROUGH AGILITY July Aug Sep Oct Nov Dec Jan Feb STRATEGY DESIGN DEVELOPMENT QA DEPLOY ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 10
    • THE BENEFITS OF AGILITY The emphasis is on obtaining the smallest workable piece of functionality to deliver business value early, and continually improving it and adding further functionality throughout the life of the project. ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 11
    • WHY BRIDGE CREATIVES & TECHNOLOGIST ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 12
    • INNOVATION THROUGH COLLABORATION NECESSARY TO KEEP UP WITH THE INDUSTRY ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 13
    • CLIENTS DEMAND MORE Expect better ROI compared to other marketing channels Marketing Clients more technically savvy than before Marketing dollars shifting towards digital  Mobile and Social leading the way ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 14
    • A CONTINUED SHIFT TO DIGITAL ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 15
    • USERS DEMAND MORE Users want more engaging digital experiences Users want more utility out of digital experiences Numerous marketing channels vying for audience attention Microsite dominance challenged by: web 2.0, mobile & social  facebook  blogs  mobile applications  gaming (console and mobile) ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 16
    • THE COMPETITION Big Ideas are not the sole possession of the big agencies Great work coming from small/medium agencies competing with large agencies  smaller agencies more nimble for change  smaller agencies hungrier work new work Recession making marketers more conservative ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 17
    • THE BENEFITS OF COLLABORATION ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 18
    • STAFF BENEFITS Increased sense of individual ownership promotes moral Increased faith in other team members to deliver Improved knowledge transfer between disciplines Improved overall team unity ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 19
    • Generation Y Workplace Values Casual work environment Company perks  Video games  Ping pong  Happy hours Flexible working hours Feeling of appreciation from management ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 20
    • MANAGEMENT BENEFITS Less management when people are collaborating Open channels of communication between disciplines means less management Improved planning on projects due to lack of micro-management Increased productivity within agency Keeping workers happy keeps them in your agency  Average life-span in agency is 18 months ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 21
    • CLIENT BENEFITS Innovation on delivered work Smoother more timely delivery of work Agency’s ability to respond to last minute changes and issues Happier clients result in additional work ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 22
    • MAKING A PLAN ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 23
    • DETERRENTS FROM COLLABORATION Focusing on cost before great work Not integrating fresh blood into the existing teams Not evaluating projects post-delivery Establishing a level of quality for delivered work Lack of overall life-cycle process ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 24
    • PUTTING WORK FIRST Digital mediums require collaboration for innovation  Understand client needs and goals  Understand required/potential technologies  Establish where innovation is best  Establishing delivery goals ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 25
    • THE ART DIRECTOR & WRITER MODEL Borrowed from traditional advertising model Great for print or tv but not for digital medium Creativity can come from any discipline Need technical knowledge of delivery mediums Technologies constantly evolving ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 26
    • MANAGERIAL RESPONSIBILITIES Discipline lead involvement from project onset  Innovation hindered when technologist brought on too late Holding people accountable Planning for a iterative project life-cycle Promoting collaboration or R&D during non-client work time  Google 80/20 Managing client expectations on internal process ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 27
    • CREATIVE RESPONSIBILITIES Making sure technologist are involved Pushing Technologist for technical innovation and R&D Continually communicating creative direction ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 28
    • TECHNOLOGIST RESPONSIBILITIES Don’t kill the big ideas Bring ideas to creative discussions Identify any risk R&D to show capabilities Continually push skill-sets  animation  frameworks  other agency work ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 29
    • THE PROXIMITY ISSUE ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 30
    • PHYSICAL PROXIMITY OF TEAMS Creatives and Technologist should sit with each other  Proximity promotes iteration Open communication lines Places to meet and brainstorm ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 31
    • HARDWARE / SOFTWARE CONSIDERATIONS Desktop & server hardware QA lab Mobile phones for testing Gadgets for experimentation and test More wiki less email Basecamp type collaboration Development environments Bug tracking software SVN ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 32
    • Recap Collaboration necessary for innovation Traditional creative collaboration model not suited for medium Agility is key The continued shift to digital Clients and users demand more from agencies The competition comes in all sizes Collaboration benefits management and staff ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 33
    • Charles.Duncan@iqinteractive.com @sirchauncy THANK YOU! ®Copyright 2009 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 34