6. The Agency
Many agencies are still getting to be the digital powerhouse they want to be.
The report says that 68% of marketing execs say their companies are behind the curve in digital
media integration and 71% say they haven't caught up with social media integration. However,
55% of marketing execs attribute internal, not external, factors as a bigger roadblock to using an
integrated approach.
• Everyone is on the same team
• Education is key
• Be a teacher
• Fear
• There’s always more to learn
7. The Client
The good news is that many clients are still not totally comfortable in the digital space.
Accordingly, they often look to you to help them navigate the world towards a defined
goal.
• If you’re confident, they’ll be confident
• Avoid empty promises
• Don’t rely on free
• Be a partner
• Less is more
• Don’t let great be the enemy of good
8. Strategist
Strategists are there to lay the ground work for great work.
• Collaborate
• Trust
• Question
• Work from the brief
• Ask where the data comes from
9. Digital Producers
These people are your best friends.
• Many digital producers haven’t grown up in the traditional agencies
• Don’t make it all about the TV spot
• Be a student
• This can be new to them too
• You’re both on the same team
• There are no dumb questions
10. Production Companies
Production companies, like in the traditional models, will be the face of the project on a
day-to-day basis.
• Digital production companies are often used to a lot more flexibility
•They often put a number of people against one project, unlike traditional production
companies
• Learn to share
• Sometimes even they can’t guarantee success
• Push them
• One team, one dream
11. Coders/Backend
Coders are the people behind the scenes that make everything tick.
• No one expects you to know the languages
•Coders come in all shapes a sizes, and great ones mean the difference between
awesome work and so-so work
• Coding is not an exact science
• Coders often work on multiple projects at one time
• Most coders are proficient in one or two areas and will call in other coders to help
• Coders are your best friends
12. UX/UI/Designers
User experience and user interaction designers are crucial to success. User experience
is all about the ease of use of a site. User interaction designers concentrate on actually
making the UX come to life utilizing the same principles as a traditional designer.
• Put yourself in the shoes of the user
• Challenging
• Simple but complicated
• Fix problems early
• Less is more
15. Collaboration is key.
It’s a buzzword right now, but there’s never been a better time to truly embrace this
concept. This industry is more fractured than ever. This means, there will be people
who do things you didn’t even know existed.
• You will work with many more people than on traditional work
• Don’t be afraid to say “I don’t know.”
• Listen first
• Ask questions
• Pull your weight
• Do your own research
16. The old model, assembly line...brief, concept go in,
process happens, work comes out. Very linear.
Inputs Process Outputs
17. The new model, conversation and collaboration
happens continually throughout process. There is not a
linear path.
Feedback Feedback
Collaborate
18. The process in detail:
Guess what, social isn’t going away. And you shouldn’t want it to. In fact, having a
discussion with your consumers is the best way to assure success.
• Always be open to what consumers say
• Don’t be afraid of criticism
• Build systems that allow for it
• Refuse to build walled gardens
• Move from process to service
20. Phases - The people
Producer
Creative Technologist/Creatives/
Strategist
UX, CT,
Creatives
UX, ID, CT
FE Coders
BE Coders BE Coders
Testers Testers
21. Phases - The documents
Project Plan - Schedule
Functional & Technical
Requirements/
Site Map & Wire Frames
Design Comps, Copy Deck, Style
Guide
Code Development, API integration
QA Testing
24. Documents: Functional Requirements:
•How a particular experience functions, what a system is supposed to
accomplish
•A typical functional requirement will contain a unique name and number, a
brief summary, and a rationale. This information is used to help the reader
understand why the requirement is needed, and to track the requirement
through the development of the system.
•EG:Video Player: FF, RW, PAUSE, PLAY, REPLAY, SCRUB, FULL SCREEN,
FEATURE LINK
25. Documents: Technical Requirements
•How a system is supposed to accomplish the functional requirements
•Atypical Technical requirement will contain a unique name and number, and a
description of the technical criteria for a particular function
•EG: The dimensions of the site are a minimum of 1024x768, but should
elegantly accommodate for larger browser windows up to 1440x900
26. Document: Functional & Technical Specifications
•How a particular experience functions, what a system is supposed to
accomplish
•A specification document clearly and accurately describes the essential
technical requirements for items, materials, or services including the
procedures by which it can be determined that the requirements have been
met.
•Specifications help avoid duplication and inconsistencies, allow for accurate
estimates of necessary work and resources, act as a negotiation and reference
document for engineering changes, provide documentation of configuration,
and allow for consistent communication among those responsible for the eight
primary functions of Systems Engineering.
•They provide a precise idea of the problem to be solved so that they can
efficiently design the system and estimate the cost of design alternatives.
•They provide guidance to testers for verification (qualification) of each
technical requirement.
35. “It’s alive! It’s alive!”
There’s something special about seeing your work go live, but there’s a special feeling
one gets from being able to see people interact in real time.
• There is often a mad dash at the end to get sites/etc live
• Soft-launch
• Be open to change
• Celebrate success early
• The web is fickle
• Next
38. Cheats
Here are a few tools I keep around to help me as I begin any digital project
• thefwa,com
• dribble.com
• lynda.com
• 365psd.com
• trendwatching.com
• visualcomplexity.com
•designertoolbox,com
• psdtohtml.com
• konigi.com
• notcot.com
• designcharts.com
39. Mobile and tablet
Since mobile and tablet are so hot right now, here’s a list of great sites to see:
•The Mobile Design Process
http://mobile.tutsplus.com/tutorials/mobile-design-tutorials/the-mobile-design-process/
•The Dos and Don’ts of Mobile Applications
http://www.getelastic.com/mobile-app-dos-donts/
•iPad Apps Dos and Don'ts
http://www.uxbooth.com/blog/ipad-app-dos-and-donts/
•Considerationsfor Mobile Design
http://www.uxbooth.com/blog/considerations-for-mobile-design-part-1-speed/
•Best sites to get mobile resources
http://www.ekoob.com/best-sites-to-get-mobile-resources-4523/
•Smartphone Infographic
http://rww.readwriteweb.netdna-cdn.com/assets_c/2011/06/the-intellegent-shopper-30494.php
40. What we covered:
• Players
• Process
• Key documents
• Going live
• Cheats
42. The dinosaurs couldn’t help it.
Well, we have a choice. Especially as it relates to the process of creating (digital) work.
Since you are not a dinosaur, do not refuse to evolve the work.
• Digital work is much more fluid than traditional work
• Be open to changing on the fly
• Always be open to a better way
• Faster is always better than slower
• Small is usually better than big
• No one knows what the future holds
