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05 DIGI CREATIVE people&process

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The document discusses the process of creating digital work. It covers the key players involved, including agencies, clients, strategists, digital producers, production companies, coders, and UX/UI designers. It emphasizes collaboration between these groups. The document also outlines the project process, including phases like discovery, define, design, build, and testing. Key documents in the process are mentioned like functional requirements, technical requirements, site maps, wireframes, and design comps. Tips are provided for going live with the work and managing it after launch. Various online resources for inspiration and tools are also listed.

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People and process 12.09.11
Jason Musante @moosemonster
Let’s break down the process to making great (digital) work.
What we’ll cover: 1. Players 2. Process 3. Key documents 4. Going live 5. Cheats
Part 1: Players
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
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
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
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
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
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
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
Communicate.
Part 2: The process
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
The old model, assembly line...brief, concept go in, process happens, work comes out. Very linear. Inputs Process Outputs
The new model, conversation and collaboration happens continually throughout process. There is not a linear path. Feedback Feedback Collaborate
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
Phases (not always linear) - Lifecycle Project Plan Discovery Define Design Build Alpha -> Beta ->Gold Brief QA Testing
Phases - The people Producer Creative Technologist/Creatives/ Strategist UX, CT, Creatives UX, ID, CT FE Coders BE Coders BE Coders Testers Testers
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
Part 3: Key documents
The brief. Do we all know what this is?
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
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
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.
Document: Site map Site Map
Document: Wire frames
Putting it all together...
05 DIGI CREATIVE people&process
05 DIGI CREATIVE people&process
05 DIGI CREATIVE people&process
Throw away the baton.
Part 4: Going Live
“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
Manage what you’ve built.
Part 5: Cheats
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
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
What we covered: • Players • Process • Key documents • Going live • Cheats
Parting thoughts:
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
Be like Socrates.
Jason Musante @moosemonster
THANKS!

More Related Content

05 DIGI CREATIVE people&process

  • 3. Let’s break down the process to making great (digital) work.
  • 4. What we’ll cover: 1. Players 2. Process 3. Key documents 4. Going live 5. Cheats
  • 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
  • 14. Part 2: The process
  • 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
  • 19. Phases (not always linear) - Lifecycle Project Plan Discovery Define Design Build Alpha -> Beta ->Gold Brief QA Testing
  • 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
  • 22. Part 3: Key documents
  • 23. The brief. Do we all know what this is?
  • 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.
  • 29. Putting it all together...
  • 33. Throw away the baton.
  • 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