The document discusses implementing the KANBAN methodology for the marketing team of a large diamond jewelry retailer. It outlines challenges with work prioritization, dependencies between vendors, lack of visibility into progress. The approach taken was to conduct discovery, design workflows in Jira, provide training, and support the new system. Key elements like workflows, boards, limits, dashboards and reports were customized. Automation and visualization tools improved process efficiency. Outcomes included increased throughput, better capacity management, and reduced cycle times.

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CRAFTING
PRECIOUS
JEWELRY
WITH
KANBAN
KANBAN
December 2022

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MARKETING IN JEWELERY

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MARKETING IN JEWELERY

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OVERVIEW
Implementing KANBAN methodology for Marketing
team of One of the largest retailer of Diamond
Jewelry.
Challenges with work prioritization &
managing dependency b/w vendors
No visibility into progress of work
Weak Change management and
high work in progress jobs
Transparency and Visibility
To manage creative marketing
Adopt Agile
Tool configuration and automation
Tool Consultation
MARKETING
TEAM
Vendors
Other Internal
Team
WHAT ?
WHO ?
WHY ?

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CREATIVE MARKETING – PROCESS FLOW
** https://www.businesswire.com/news/home/20130620006132/en/Gartner-Introduces-the-Digital-Marketing-Transit-
Map-to-Present-a-Comprehensive-Landscape-of-Marketing-Technologies

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All names and logos are trademarks or registered trademarks of their respective owners.
CREATIVE MARKETING – PROCESS FLOW
** https://www.businesswire.com/news/home/20130620006132/en/Gartner-Introduces-the-Digital-Marketing-Transit-
Map-to-Present-a-Comprehensive-Landscape-of-Marketing-Technologies

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TRANSFORMATION APPROACH
Discovery
Design
Training & Rollout
Support

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GAP ANALYSIS
Tool
Methods People
Unable to do direct updates in the
user stories or requests
No notifications from the tool
No clear & continuous flow of
information to avoid on hold
requests
Internal sync ups not defined with
each teams
Multiple communication channels
Process
Lack of transparency on progress of the
deliverables
Multiple meetings
Too many WIP jobs
Difficulty to search through DAM
for different assets
No real time dashboards visibility
to workload & status
Unable to view the current
schedule
No visibility into pipeline of future
work
No appropriate planning for
scoping & budgeting
Work prioritization is a major
challenge
.
Improvement for Change
Management process and
cross function
dependency
Less clarity on prioritization and
expectation from leadership
Delay in procurement process
from vendors (Manufactures /
Clients/ Product teams)
Capacity vs Quality- Balance
required within team to
improve on the quality of
deliverables
Team not familiar of agile
practices

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KANBAN ELEMENTS
Work Item Types
Demand Vs Capabilities
Release Frequency
Commitment Points
Feedback Mechanism
Classes of Services
Workflow States
WIP Limits and
Replenishment
Metrics and Reporting
Visualization – Board
and Ticket design
As-Is
Legend: New Re-design

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AGILE TRANSFORMATION JOURNEY WITH KANBAN
KANBAN
" Evolve, Empower & Transform"
 Training sessions to onboard teams on
the method & conceptualize processes.
One tool (Jira) for overall process,
planning communication & reporting
 Workflow definition and Customization
address different types of work items
with mandated approvals
 Visualization of progress on requests
through Kanban boards, dashboards
and reports
 Prioritization of backlog, predictable
flow focusing on value-based delivery
 Enabling real time tracking of statuses,
and cross-team collaboration
 No workflows available for the
tasks performed by teams
 Workamajic tool used for
Planning
 Meetings & Google sheets for
prioritization & planning
 Multiple tools used across
teams. (Jira, Google sheets,
Workamajic & Excel
 Google sheets and documents
used for communication .
 No Reports or dashboard
available
AS IS
SYSTEM
CURRENT
SYSTEM

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Automation as a catalyst for process efficiency
Capacity management across distributed teams
Cross functional collaboration between
multi vendors
KEY TAKEAWAYS
Manage dependencies for multi
channels of marketing
Creative Agility framework

12. THE PROOF
POINT

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WORKFLOWS (JIRA)
The workflows were defined, configured and customized for improvement.
Dependencies and review checkpoints are customized to reduce the overall cycle time.
Campaign workflow- Before Campaign Workflow - After

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BOARD - DESIGN
The client board is configured to visualize, plan and prioritize all the campaign.
All Epics are visualized on this board and subsequent jobs and task are tracked on the vendor board.

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BOARD - DESIGN
Vendor board is configured to visualize, plan and prioritize all the jobs and task associated to the
campaigns(Epics).
Before After

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CARD DESIGN
The cards on the campaigns board will additionally display information for Promotion type of project Run Start
Date and Run End Date are displayed on card. Card indicates Blocked item when “Blocked” label is used.
Epic icon
Epic ID
Epic
Description
Priority
Issue age
Assignee
Epic Description
Epic icon
Epic ID
Priority
Before Now
Blocked
Run Start Date
Run End Date
Assignee

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BOARDS (JIRA)- WORK LIMITS
Capacity management across distributed teams

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DASHBOARD (JIRA)- AGENCY WISE
DISTRIBUTION
Cross functional collaboration between
multi vendors

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DASHBOARDS (JIRA)- MULTI CHANNELS
OF MARKETING
Manage dependencies for multi
channels of marketing

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AUTOMATION (JIRA)
TEMPLATES
Automation as a catalyst for process efficiency

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DASHBOARDS
• Initiatives, Epics and
Jobs status
• Key status that need
quick attention
• Issues at Risk
• Work assignments
• Jobs and tasks progress
per Epic
• Task status for complex
jobs like Photoshoot
& Visual
Dashboards / widgets provide visualization and insights on Issue prioritization, workload across teams and
dependency Management
.

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REPORTS
Cycle time graph: Average number of stories at brand level and outlier
analysis.
Cumulative flow diagram (CFD): Input vs Output of task

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•Increased throughput (55%)
The team worked on ~ 123 issues in Q1 2022
•vs ~ 297 issues in Q2 2022
Better Capacity Management (2X)
Team size of 19 supported 16 work types and delivered 55 request in Q1 2022 while
the team size of ~15 supported same number of workflow but closed 287 in Q2 2022.
Reduction in Cycle Time (~ 45 days)
Better planning, visualization & prioritization helped in reducing the average cycle time.
The right
visualization
and metrics
with tools like
Jira can
inform
prioritization
OUTCOME

24. THANK YOU