05 DIGI CREATIVE people&process


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People & Process - Jason Musante

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05 DIGI CREATIVE people&process

  1. 1. People and process12.09.11
  2. 2. Jason Musante@moosemonster
  3. 3. Let’s break down the process tomaking great (digital) work.
  4. 4. What we’ll cover:1. Players2. Process3. Key documents4. Going live5. Cheats
  5. 5. Part 1: Players
  6. 6. The AgencyMany 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 digitalmedia integration and 71% say they havent caught up with social media integration. However,55% of marketing execs attribute internal, not external, factors as a bigger roadblock to using anintegrated approach.• Everyone is on the same team• Education is key• Be a teacher• Fear• There’s always more to learn
  7. 7. The ClientThe 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 definedgoal.• 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. 8. StrategistStrategists are there to lay the ground work for great work.• Collaborate• Trust• Question• Work from the brief• Ask where the data comes from
  9. 9. Digital ProducersThese 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. 10. Production CompaniesProduction companies, like in the traditional models, will be the face of the project on aday-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 productioncompanies• Learn to share• Sometimes even they can’t guarantee success• Push them• One team, one dream
  11. 11. Coders/BackendCoders 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 betweenawesome 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. 12. UX/UI/DesignersUser experience and user interaction designers are crucial to success. User experienceis all about the ease of use of a site. User interaction designers concentrate on actuallymaking 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
  13. 13. Communicate.
  14. 14. Part 2: The process
  15. 15. Collaboration is key.It’s a buzzword right now, but there’s never been a better time to truly embrace thisconcept. This industry is more fractured than ever. This means, there will be peoplewho 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. 16. The old model, assembly line...brief, concept go in,process happens, work comes out. Very linear. Inputs Process Outputs
  17. 17. The new model, conversation and collaborationhappens continually throughout process. There is not alinear path. Feedback Feedback Collaborate
  18. 18. The process in detail:Guess what, social isn’t going away. And you shouldn’t want it to. In fact, having adiscussion 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
  19. 19. Phases (not always linear) - Lifecycle Project Plan Discovery Define Design Build Alpha -> Beta ->Gold Brief QA Testing
  20. 20. Phases - The people Producer Creative Technologist/Creatives/ Strategist UX, CT, Creatives UX, ID, CT FE Coders BE Coders BE Coders Testers Testers
  21. 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
  22. 22. Part 3: Key documents
  23. 23. The brief. Do we all know what this is?
  24. 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. 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. 26. Document: Functional & Technical Specifications•How a particular experience functions, what a system is supposed toaccomplish•A specification document clearly and accurately describes the essentialtechnical requirements for items, materials, or services including theprocedures by which it can be determined that the requirements have beenmet.•Specifications help avoid duplication and inconsistencies, allow for accurateestimates of necessary work and resources, act as a negotiation and referencedocument for engineering changes, provide documentation of configuration,and allow for consistent communication among those responsible for the eightprimary functions of Systems Engineering.•They provide a precise idea of the problem to be solved so that they canefficiently design the system and estimate the cost of design alternatives.•They provide guidance to testers for verification (qualification) of eachtechnical requirement.
  27. 27. Document: Site mapSite Map
  28. 28. Document: Wire frames
  29. 29. Putting it all together...
  30. 30. Throw away the baton.
  31. 31. Part 4: Going Live
  32. 32. “It’s alive! It’s alive!”There’s something special about seeing your work go live, but there’s a special feelingone 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
  33. 33. Manage what you’ve built.
  34. 34. Part 5: Cheats
  35. 35. CheatsHere 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
  36. 36. Mobile and tabletSince mobile and tablet are so hot right now, here’s a list of great sites to see:•The Mobile Design Processhttp://mobile.tutsplus.com/tutorials/mobile-design-tutorials/the-mobile-design-process/•The Dos and Don’ts of Mobile Applicationshttp://www.getelastic.com/mobile-app-dos-donts/•iPad Apps Dos and Dontshttp://www.uxbooth.com/blog/ipad-app-dos-and-donts/•Considerationsfor Mobile Designhttp://www.uxbooth.com/blog/considerations-for-mobile-design-part-1-speed/•Best sites to get mobile resourceshttp://www.ekoob.com/best-sites-to-get-mobile-resources-4523/•Smartphone Infographichttp://rww.readwriteweb.netdna-cdn.com/assets_c/2011/06/the-intellegent-shopper-30494.php
  37. 37. What we covered:• Players• Process• Key documents• Going live• Cheats
  38. 38. Parting thoughts:
  39. 39. 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
  40. 40. Be like Socrates.
  41. 41. Jason Musante@moosemonster
  42. 42. THANKS!