Adapting the Agile Agency to Clients’ Realities

edenspiekermann_

berlin amsterdam los angeles san francisco singapore

edenspiekermann_ @herr_ttz@herr_ttz

guten tag. i’m christian.

@herr_ttz

human!

Who is Edenspiekermann?

120 people.

five offices.

one attitude.(edenspiekermann.com/manifesto)

Heard of our founder?

typomaniac …

We shape brands with user-centric design.

People

Brand

Products Services

The promise of a social interaction

The delivery on that promise of a social interaction

ProductsServices PeopleBrand + = Business

What is a great brand experience?

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• Useful • Easy • Enjoyable • Satisfying

What is a great brand experience?

• Useful • Easy • Enjoyable • Satisfying

not uselessnot complicatednot frustratingnot depressing

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To build a great experience

To build a great experienceput people in the center of what you do.

User testing

User testingmeans talking to people.

Building a great experience@herr_ttz

Building a great experience

Products do not fail because they are technically broken,

they fail because nobody needs them.

Products do not fail because they are technically broken,

at home

at Akira’splace

Tokyo airport

transferFrankfurt

Schiphol airport

Do we still have time to get

something to eat?

edenspiekermann_ @herr_ttz

Building a Great Experience

edenspiekermann_ @herr_ttz

edenspiekermann_

edenspiekermann_ The Queen Us

Your Job: To deal with change.

@herr_ttz

It’s not complicated.

It’s complex.

AnalysisConcept

Design

Implementation

Go-Live

The Waterfall

The Waterfall

Scrum

The Roles In Scrum

The Product Owner manages the product

The Scrum Master manages the process

The Team manages itself

Why did we go agile?

We want to be the best partner for our clients’ most exciting projects.

Exciting projects today:

Complex. Cross-Discipline. Cross-Platform. Long-Term. Constantly Changing.

No more spec sheets.

If you want to create relevance in a very fast changing world, work

agile.

But Christian, why is this difficult?

We have a client!

Duh!

Every client is different.

Every client is different. Every project is different.

But we also have to be agile evangelists.

You cannot ignore your clients’ processes, requirements and realities.

1_ Build your clients’ trust.

“Communication is key.”

Waterfall Predicts Agile Forecasts

Pretty accurate!“NO”stradamus

The client wants a website.

The client wants a website. (You should probably build them a website.)

Scope change? You can handle it.

2_ You need to

operate within your clients’

budgets.

Fast Cheap Good

Pick Two

Budget Timeline Features

Pick Two

3_Clients need care.

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…

Nervous about launch deliverables?

The scrum master will walk your client through the progress.

Scrum Master

Worried about the prototype?

Have them come over, and test it together.

Our clients

Scrum Master Andrea

Don’t hide progress

Always let your client know where you stand.

4_ Make your clients part of

the team.

Client

Creative

Client

Team

Dev

Account

UX

Strategy

Waterfall Agile

Two Product Owners = double the fun

Design thinking with clients

You’ll gain better insight by letting clients solve problems, then analyzing their solutions.

edenspiekermann_edenspiekermann_ @robertstulle

The clients

edenspiekermann_

The whole team

edenspiekermann_

The CEO

There is no such thing as a dumb client.

5_ Respect your clients’ deadlines.

Deadlines are a reality. You’ll have to deliver.

But what you deliver exactly is adapted on a

daily basis.

Work with a transparent prioritized backlog

Sprint

Release

Future Releases

Priority

You’ll know early on if there’s a potential delivery

issue.

Delivery Quality Assurance Prototype Updates

Daily Rituals

6_ Enforce interdisciplinary teams.

A typical project?

Run by IT.

Managed by Marketing.

Requirements from Sales.

And HR.

And the London office.

Oh, and the China team.

Launching in two months.

With a global brand campaign.

New hosting company.

Develop copy with the PR agency!

Make sure it’s SEO compatible!!

We need videos!!!

Ugh.

You have to work in teams of different experts.

You have to work in teams of different experts.

Or with your clients’ in-house teams.

Don’t design a website…

… without a developer by

your side.

7_ Investing in your culture

will be good for your client’s bottom line.

An agile mindset is embedded in company rituals.

Maker Days

Brainfood

Design/Dev Couch

Thrive on your rituals.

Love a good balance of work and play.

edenspiekermann_edenspiekermann_

edenspiekermann_edenspiekermann_

Working agile means being agile.

As agencies, we must constantly adapt to our

clients’ realities.

It only works if we stay true to ourselves. Our

philosophy. Our culture.

edenspiekermann_

Thank you_604 Arizona Avenue, Los Angeles, CA 90401 (323) 373 3533 www.edenspiekermann.com