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@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
Leantactics
For yourorg
@NickHahnDesign #LeanStartup nhahn@gra...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
One
cold
Dec.
day
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
I left
my
agency
job …and my bonus
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
01 02 03 04
5 lean tactics
05
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
01 02 03 04
5 lean tactics
05
Include Stakeholders
Early & Oft...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
A little background…01
I sold drugs
for a living
To doctors
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
A little background…01
Design+ guerrilla UX
My role:
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
A little background…01
Digitization!
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
The game of phones
The Patient’s Needs
Sales Rep’s Needs
01
Do...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
Agency Planner
Agency
Account Management
Agency Creative
Team
...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
Workshops ftw
• 1 Day Minimum
• Alignment
• Opens Direct
Commu...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
01 02
5 lean tactics
Talk to the Users
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
02
PatientSales Rep Doctor
Back to those ivas
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
02
PatientSales Rep Doctor
Back to those ivas
Get
rich
Phew!
T...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
02
Back to those ivas
• 4-5lbs
• 2-3 hr battery
• Tracks what ...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
Get out
of the
building
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
02
Get outof the building
Creative
Team Sales Rep Doctor
Quest...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
01 02 03
5 lean tactics
Kill Ego Before it Kills Creativity
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
hard
my creative director
had a
huge
03
hat
For video content
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
Video can
be great
But don’t trap content there
03
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
Fight the Culture of fear
• Determine risk tolerance w/Managem...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
01 02 03
5 lean tactics
Build a Bad-Ass Cross-Functional Team
...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
Silos – the death ofcommunication
Marketing Sales R & D
04
• W...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
04
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
04
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
04
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
04
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
04
Any
flavor
you like (shameless plug)
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
Team up,Talk, win
04
• Find like-minded individuals
from vario...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
Team up,Talk, win
04
Try these:
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
01 02 03
5 lean tactics
Outcomes, not deliverables
04 05
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
05
“Our inefficiencies
make us money!”
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
05
“Our inefficiencies
make us money!”
Especially
After
this…
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
Short-sighted view on profitability
Salary employee
05
+ bill ...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
Back to those ivas
• 4-5lbs
• 2-3 hr battery
• Tracks what you...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
Reward learning and problem solving
Lean thinking pushes us:
0...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
Reward learning and problem solving
Define reachable metrics
w...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
5 lean tactics
01 Include Stakeholders Early
02 Talk to the Us...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
5 lean tactics
01 Include Stakeholders Early
02 Talk to the Us...
@NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15
References & Tools
03
• Leisa Reichelt: Client/Agency Engageme...
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Lean Tactics for Your Org

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Sharing my experience in the Advertising world to show how Lean tactics can be applied to build better products for clients, meet the needs of their users, and make employees much happier.

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Lean Tactics for Your Org

  1. 1. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Leantactics For yourorg @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 By: Nick Hahn
  2. 2. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 One cold Dec. day
  3. 3. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 I left my agency job …and my bonus
  4. 4. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 01 02 03 04 5 lean tactics 05
  5. 5. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 01 02 03 04 5 lean tactics 05 Include Stakeholders Early & Often
  6. 6. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 A little background…01 I sold drugs for a living To doctors
  7. 7. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 A little background…01 Design+ guerrilla UX My role:
  8. 8. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 A little background…01 Digitization!
  9. 9. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 The game of phones The Patient’s Needs Sales Rep’s Needs 01 Doctor’s Needs
  10. 10. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Agency Planner Agency Account Management Agency Creative Team “why are we buildingthis?it doesn’t make any sense.” Client Marketing team 01
  11. 11. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Workshops ftw • 1 Day Minimum • Alignment • Opens Direct Communication • Builds Rapport (Go out for drinks)Creative Team Including Dev 01
  12. 12. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 01 02 5 lean tactics Talk to the Users
  13. 13. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 02 PatientSales Rep Doctor Back to those ivas
  14. 14. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 02 PatientSales Rep Doctor Back to those ivas Get rich Phew! Thanks kid
  15. 15. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 02 Back to those ivas • 4-5lbs • 2-3 hr battery • Tracks what you do • Less than 1lbs • Infinite battery • 100% customizable P.I.T.A. Simple & met the needs Sales Rep Ivas Suck!
  16. 16. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Get out of the building
  17. 17. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 02 Get outof the building Creative Team Sales Rep Doctor Questions Feedback • 3-5 Users is worth it • In person best, phone still works
  18. 18. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 01 02 03 5 lean tactics Kill Ego Before it Kills Creativity
  19. 19. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 hard my creative director had a huge 03 hat For video content
  20. 20. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Video can be great But don’t trap content there 03
  21. 21. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Fight the Culture of fear • Determine risk tolerance w/Management • Use data to back up your claims • Be open to everyone’s ideas Me vs. them Us 03
  22. 22. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 01 02 03 5 lean tactics Build a Bad-Ass Cross-Functional Team 04
  23. 23. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Silos – the death ofcommunication Marketing Sales R & D 04 • Walls – heavy documentation • The other departments are lazy • Escalate to bosses • Pulls in other bosses • Talks to their teams • Escalate again • Client involved – add more layers
  24. 24. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 04
  25. 25. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 04
  26. 26. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 04
  27. 27. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 04
  28. 28. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 04 Any flavor you like (shameless plug)
  29. 29. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Team up,Talk, win 04 • Find like-minded individuals from various disciplines • Take on a small project to start – prove the value • Kick off with a Workshop
  30. 30. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Team up,Talk, win 04 Try these:
  31. 31. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 01 02 03 5 lean tactics Outcomes, not deliverables 04 05
  32. 32. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 05 “Our inefficiencies make us money!”
  33. 33. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 05 “Our inefficiencies make us money!” Especially After this…
  34. 34. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Short-sighted view on profitability Salary employee 05 + bill the client hourly Mad money = needs not met Frustrated clients Uninspired employees
  35. 35. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Back to those ivas • 4-5lbs • 2-3 hr battery • Tracks what you do • Less than 1lbs • Infinite battery • 100% customizable P.I.T.A Simple & met the needs Sales Rep Ivas Suck! 05 • Remember those upset reps? • Client – too many complaints • Shut down this million dollar program (till iPads)
  36. 36. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Reward learning and problem solving Lean thinking pushes us: 05 • to seek the business outcomes • then question whether these features will get us there • have conversations with stakeholders around what metric you’re trying to move – Jeff Gothelf
  37. 37. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 Reward learning and problem solving Define reachable metrics with stakeholders 05 • Increase global sales • Gain x number of new signups through the online campaign
  38. 38. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 5 lean tactics 01 Include Stakeholders Early 02 Talk to the Users 03 Kill Ego Before it Kills Creativity 05 Outcomes Not Deliverables 04 Build a Bad-Ass Cross-Functional Team
  39. 39. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 5 lean tactics 01 Include Stakeholders Early 02 Talk to the Users 03 Kill Ego Before it Kills Creativity 05 Outcomes Not Deliverables 04 Build a Bad-Ass Cross-Functional Team Keep learning & fight the good fight
  40. 40. @NickHahnDesign #LeanStartup nhahn@gravityward.com 02.17.15 References & Tools 03 • Leisa Reichelt: Client/Agency Engagement is F*cked, Waterfall UX Design is a Symptom • Ross Popoff-Walker: Lean UX at Digital Design Agencies • Jeff Gothelf: • Lean UX: Applying Lean Principles to Improve User Experience • 3 Challenges Implementing Lean UX in the Enterprise • Laurence McCahill: 10 things I’ve learnt about lean startup • Basecamp: Best email aggregation & accountability tool • Trello*: Best team Todo lists • Slack*: Will kill internal emails & chats *These are referral links from my account. For Slack, if you become a paid user, we’ll both receive $100 in credit.

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