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Christian Titze, "Hello From the Other Side: Adapting the Agile Agency to Clients’ Realities"

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Many agencies have become frustrated with over-specced sequential waterfall projects. Their inflexible methodologies have too often led to outcomes that didn’t realize their full potential. In contrast, agile methods like Scrum and Kanban have proven successful ways to build and run software. But how do you apply agile methods to the reality of an agency’s project based work? There are many challenges and the most crucial question is: what if our ideal work method and our clients’ realities don’t match?
Edenspiekermann have been working agile since 2009. They’ve since achieved terrific results and have never looked back. They now employ about as many developers as designers, creating meaningful digital products and services for global clients like Red Bull, Cisco Systems, The Economist and the German and Dutch Railways.
Christian will talk about the often challenging contrast between wanting to deliver the best possible product and making sure you’re satisfying the client’s internal project needs. How to deliver excellent customer satisfaction while working as agile as possible?

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Christian is the guy designers are ambivalent about. He’s not a font guy. He’s the business guy—the one who works the odd hours creating and maintaining relationships with some of the largest companies in the world. Over the past decade, he has led business development efforts for numerous agencies on three continents.

Published in: Design

Christian Titze, "Hello From the Other Side: Adapting the Agile Agency to Clients’ Realities"

  1. 1. Adapting the Agile Agency to Clients’ Realities edenspiekermann_
  2. 2. berlin amsterdam los angeles san francisco singapore edenspiekermann_ @herr_ttz@herr_ttz
  3. 3. guten tag. 
 i’m christian.
 @herr_ttz
  4. 4. human! Who is Edenspiekermann?
  5. 5. 120 people.
  6. 6. five offices.
  7. 7. one attitude. (edenspiekermann.com/manifesto)
  8. 8. Heard of our founder?
  9. 9. typomaniac …
  10. 10. We shape brands with user-centric design.
  11. 11. People Brand Products Services The promise of a social interaction The delivery on that promise of a social interaction
  12. 12. ProductsServices PeopleBrand + = Business
  13. 13. What is a great brand experience?
  14. 14. Presentation title here xx.xx.xxxxedenspiekermann_ 15 • Useful • Easy • Enjoyable • Satisfying
  15. 15. What is a great brand experience? • Useful • Easy • Enjoyable • Satisfying not useless not complicated not frustrating not depressing
  16. 16. Supervisory Board Meeting 10.06.2014edenspiekermann_ 21
  17. 17. Supervisory Board Meeting 10.06.2014edenspiekermann_ 22
  18. 18. Supervisory Board Meeting 10.06.2014edenspiekermann_ 23
  19. 19. To build a great experience
  20. 20. To build a great experience put people in the center of what you do.
  21. 21. User testing
  22. 22. User testing means talking to people.
  23. 23. Building a great experience @herr_ttz
  24. 24. Building a great experience
  25. 25. Products do not fail because they are technically broken,
  26. 26. they fail because nobody needs them. Products do not fail because they are technically broken,
  27. 27. at home at Akira’s place Tokyo airport transfer Frankfurt Schiphol airport Do we still 
 have time to get something 
 to eat? edenspiekermann_ @herr_ttz
  28. 28. Building a Great Experience
  29. 29. edenspiekermann_ @herr_ttz
  30. 30. edenspiekermann_
  31. 31. edenspiekermann_ The Queen Us
  32. 32. Your Job:
 To deal with change.
  33. 33. @herr_ttz It’s not
 complicated.
  34. 34. It’s complex.
  35. 35. Analysis Concept Design Implementation Go-Live The Waterfall
  36. 36. The Waterfall
  37. 37. Scrum
  38. 38. The Roles 
 In Scrum The Product Owner manages the product The Scrum Master manages the process The Team 
 manages itself
  39. 39. Why did we go agile?
  40. 40. We want to be the best partner for our clients’ most exciting projects. 

  41. 41. Exciting projects today:
 Complex. Cross-Discipline. Cross-Platform. Long-Term. Constantly Changing.
  42. 42. No more spec sheets.
  43. 43. If you want to create relevance in a very fast changing world, work agile.
  44. 44. But Christian, why is this difficult?
  45. 45. We have a client! Duh!
  46. 46. Every client is different.
  47. 47. Every client is different. Every project is different.
  48. 48. But we also have to be agile evangelists. You cannot ignore your clients’ processes, requirements and realities.
  49. 49. 1_
 Build your 
 clients’ trust.
  50. 50. “Communication is key.”
  51. 51. Waterfall Predicts Agile Forecasts Pretty accurate!“NO”stradamus
  52. 52. The client wants a website.
  53. 53. The client wants a website. (You should probably build them a website.)
  54. 54. Scope change? You can handle it.
  55. 55. 2_
 You need to operate within your clients’ budgets.
  56. 56. Fast Cheap Good Pick Two
  57. 57. Budget Timeline Features Pick Two
  58. 58. 3_Clients need care.
  59. 59. But they also want a promotion. Or a bonus. Or a pat on the back. (And sometimes you just want to have some fun together ❤) Yes, they want a great product…
  60. 60. Nervous about launch deliverables? The scrum master will walk your client through the progress. Scrum Master
  61. 61. Worried about the prototype? Have them come over,
 and test it together. Our clients Scrum Master 
 Andrea
  62. 62. Don’t hide 
 progress Always let your client know where you stand.
  63. 63. 4_ Make your clients part of the team.
  64. 64. Client Creative Client Team Dev Account UX Strategy Waterfall Agile
  65. 65. Two Product Owners = double the fun
  66. 66. Design thinking 
 with clients You’ll gain better insight by letting clients solve problems, then analyzing their solutions.
  67. 67. edenspiekermann_edenspiekermann_ @robertstulle The clients
  68. 68. edenspiekermann_ The whole team
  69. 69. edenspiekermann_ The CEO
  70. 70. There is no such thing as a dumb client.
  71. 71. 5_ Respect your clients’ deadlines.
  72. 72. Deadlines are a reality.
 You’ll have to deliver.
  73. 73. But what you deliver exactly is adapted on a daily basis.
  74. 74. Work with a transparent prioritized backlog Sprint Release Future
 Releases Priority
  75. 75. You’ll know early on if there’s a potential delivery issue. Delivery Quality Assurance Prototype Updates Daily Rituals
  76. 76. 6_ Enforce interdisciplinary teams.
  77. 77. A typical project?
  78. 78. Run by IT.
  79. 79. Managed by Marketing.
  80. 80. Requirements 
 from Sales.
  81. 81. And HR.
  82. 82. And the London office.
  83. 83. Oh, and the China team.
  84. 84. Launching in two months.
  85. 85. With a global 
 brand campaign.
  86. 86. New hosting company.
  87. 87. Develop copy with 
 the PR agency!
  88. 88. Make sure 
 it’s SEO compatible!!
  89. 89. We need videos!!!
  90. 90. Ugh.
  91. 91. You have to work in teams of different experts.
  92. 92. You have to work in teams of different experts. Or with your clients’ in-house teams.
  93. 93. Don’t design a website… … without a developer by your side.
  94. 94. 7_ Investing in your culture will be good for your client’s bottom line.
  95. 95. An agile mindset is embedded in company rituals.
  96. 96. Maker Days
  97. 97. Brainfood
  98. 98. Design/Dev Couch
  99. 99. Thrive on your rituals. Love a good balance of work and play.
  100. 100. edenspiekermann_edenspiekermann_
  101. 101. edenspiekermann_edenspiekermann_
  102. 102. Working agile means being agile.
  103. 103. As agencies, we must constantly adapt to our clients’ realities.
  104. 104. It only works if we stay true to ourselves. Our philosophy. Our culture.
  105. 105. edenspiekermann_ Thank you_ 604 Arizona Avenue, Los Angeles, CA 90401 (323) 373 3533 www.edenspiekermann.com

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