Cross Creative trip to San Francisco

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I recently visited San Francisco courtesy of Cross Creative. We were welcomed at some of the most energetic, forward-thinking businesses in the world.

These are my notes from the trip for my presentation to everyone at Equator.

James Jefferson,
Creative Director,
Equator

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Cross Creative trip to San Francisco

  1. 1. goi n g to san Franci s co Cross creative class of 2011
  2. 2. Awesome compani e s Happy Cog *** G e t S a t i s fa c t i o n *** Fa c e b o o k *** Ya h o o *** IDEO *** Current TV *** Astro Studios *** Snibbe Interactive
  3. 3. Happy CogGreg Storey ........ Head of Happy Cog West
  4. 4. 20-ODD PEOPLE ~ Virtual companySet up ~ SF, NY, Philly ~ Timezone is a challenge ~ Centralize in Minnieapolis ~ Prod. Hub with sales centres ~ The anti-agency ~ Essential that team write & dribbble
  5. 5. $100K FOR STARTERS ~ Local creative mornings, run by Greg ~ Razorfish starts at $1m – Travelocity was $100m ~ Walk-away if relationship isn’t right ~ Set ground rules for new clients ~ Interview previous incumbents New busi n ess ~ Sell blocks of time rather than time and materials ~ Scoping includes client-side change guidelines
  6. 6. Getting agile ~ 2 weeks of stakeholder interviews ~ UX...GFX...Development waterfallProcess ~ Extended templates – components & inventory ~ Board sponsor for all projects ~ UX – Often use craigslist to recruit ~ Team checkpoints – weekly, monthly, quarterly ~ Over-communicate ~ Morning Scrum, Thursday directors, Campfire
  7. 7. Get sati s facti o nThor Muller ........ Founder
  8. 8. Out of an accident...~ Discovered the power of engaged customer~ 50,000 customers~ 30 people in the business~ “Brand transformation” – joined-up engagement~ Social and CRM connected
  9. 9. facebookGa re t h D av i e s ........ P l at f orm M a n a g e r
  10. 10. More users than Google Si z e ~ 3,000 people ~ More computing power than Google ~ World’s largest gaming platform – 200m gamers/month ~ Annual goals to reduce load-times – progressive loading etc ~ Very iterative development – no roadmap
  11. 11. Grow slowly! ~ 6 week bootcamp for new-starts ~ Product launch gong ~ Staff generated content on the walls ~ Weekly all-hands with “Zuck” – 4pm fridayculture ~ Monthly exec all-hands for everyone ~ Tech talks, team sharing ~ Talks are recorded and streamed ~ External speakers – Bush, Gore, Perry! ~ Move fast. ~ Practice empathy ~ “We’re just getting started”
  12. 12. It’s All about mobile ~ Mobile growing faster than the web, twice as engaged ~ India, high mobile use – massive opportunity ~ Unrivalled targeting – Niche fashion is 30m people! ~ Synchronous games – surface when relevant. vi s i o n
  13. 13. yahooB e n S t r o n g . . . . . . . . H e a d o f P r o d u c t f o r Ya h o o ! S p o r t s
  14. 14. 1/2bn users ~ Yahoo Sports, No1 Global sports sitei n si g hts ~ 12-14m users/month ~ “The web establishment” ~ iPhone - 40% of traffic for recent fantasy game ~ Hack days: 2 days of ideas, nominate owners, create prototype in 24hrs.
  15. 15. i d eoD a v i d W e b s t e r . . . . . . . . Pa r t n e r
  16. 16. T-shaped people ~ 25 partners, monthly strategy & vision ~ Week-long hiring process (mini intern) ~ Transparent career navigation ~ Workmap: careers ~ “What do you want to make happen?” ~ “How are you going to do that?” ~ “How can we help?”
  17. 17. Open designProcess ~ Radical collaboration ~ Publicise their open design process ~ Concept teams consist of 3-6 people ~ Fail Fast – Make it real as fast as possible ~ Project leader that manages project & client
  18. 18. Radi c al collaborati o n
  19. 19. Trolleys to sui t es
  20. 20. Ideo.org ~ Not for profit organisation ~ Sabbaticals for designers~ Pump designed to be manufactured locally vi s i o n
  21. 21. Current tvJoanna Drake Earl ........ COO
  22. 22. Al Gore et alBackground ~ Founded by Al Gore and Joel Hyatt in ’04 ~ Vision to democratise TV ~ Counter negative myth-building in news ~ Took a few years to break oligopoly ~ From UGC to participatory cooks
  23. 23. firsts groundbreaki n g ~ Fastest growing network ~ First to put UGC on TV ~ First partner to put Twitter on TV~ First UGC reviews with Rotten Tomatoes ~ First crowd-sourced news reports
  24. 24. 30-40% UGC ~ Demographics:i n si g hts 25-35, male skew, SKY & Virgin in UK ~ New formats : ~Bar Karma – Crowd-sourced story lines. ~ UGC advertising: ~ 9-1 preferred by audiences ~ $5000-10000, 5-6 week turnaround
  25. 25. Astro studi o sIan Myles ........ Founder & CEO
  26. 26. A mini ideo ~ Multi-disciplinary design teami n tro ~ About 25 people ~ OnLive – Streaming games - $40 investment from HTC ~ Alien Gaming PC – Bought by HP for $200m ~ Designed the new Xbox 360
  27. 27. “Mild to wild”~ Getting clients to take risks is critical ~ Collaborative critiquing ~ Basketball tournament i n si g hts
  28. 28. Sni b be i n teracti v e Brian Hageman ........ VP BD
  29. 29. Gesticulatingi n tro ~ Gesture-based experiences ~ Brand recall in public events ~ 3d infra-red camera (Kinect)
  30. 30. Thank you and goodni g ht

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