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My Three Pillars of Excellence.
Roy Pesik
Short presentation with some Best Practices.1999 - 2009 at Belkin International, Inc.
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References: Title Company Contact (September 2010)
Mark Reynoso CEO, President Belkin. E-mail: [email protected] Ahmadinejad VP EMEA Belkin. E-mail: [email protected] Nand General Manager EMEA Belkin. E-mail: [email protected] Machado Senior Product Manager Belkin. E-mail: [email protected] Lommerse Senior Product Manager Belkin. E-mail: [email protected] Lukic Graphic Designer Belkin. E-mail: [email protected]
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My Three Pillars of Excellence.There are many different uses of above phrase. This triad is also known as: smart, agile and aligned or knowledge, attitude and practice or honor, quality and design or people, innovation and Quality/Service, etc.
My 3 Pillars are: Quality, Efficiency and Cost Awareness. I have used these three as a guideline throughout my 10 years of employment at Belkin EMEA.
Below you will read the generic points, where I have taken some “Best Practises” to demonstrate the vision behind it. I can write a book about this, if I want to explain every below topic. To keep it short I have placed a small explanation. It can be explained verbally if there is a need to go more in-depth.
Quality .......................................................................................................................... page 5
• Approval process• Preferred Vendors selection• Benchmarking, Quality control• File Archiving System• Cooperation between all designers on a Global level• Education Designers, increasing skills• Tool sheets, standardised artwork
Productivity/Efficiency ........................................................................... page 7
• Workflow Process• Average Time to improve time management• Request System to control deadlines• Translation Database system, to standardise translations• People excellence:
Cost Awareness ............................................................................................... page 9
• Budget Control against Forecast• Standard pricing to pre-quote• Alternative proposals to stay within budget• Monthly Dashboard with performance indictors
Best Practices .................................................................................................. page 11
• Travel Mobility, new packaging• Modularity in plan-o-grams• Multi-lingual Sales brochure• POS Laptop project for J9 at Heathrow
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Graphic Design Playbook – April 2008
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Page: 1 of 9
This playbook is designed to be used as both a quick guide and a detailed reference source for all aspectsof the Graphic Design department, including workflow and file management.
The first section is a brief step by step description of how a marketing request is managed; beginning fromthe time a designer is assigned to a project, it’s design, translation/proofing and eventually its final sign-off.
The second section goes into detail regarding all the elements of the Graphic Design workflow, withdescriptions of the management software, servers and processes that are used in the department.
Step by Step Quick GUIDE
All projects are managed via the Marketing Request System; it keeps track of the requests entered,designers timesheets and progress, and generates status reports for complete overviews.
Login
You can access the Marketing Request System from everywhere by using your Internet browserapplication. For Mac users it will be with Firefox (do not use Safari) and for Windows users it will beInternet Explorer. This means that you can keep track of your assigned projects or your timesheet fromoffice or at home. The URL is http://83.149.82.184 or http://projects.belkin.com
First login. SecurityThe first time you will see an authentication screen. Password is ‘belkin’. Do not forget to tick the box “UsePassword Manager…” otherwise you need to do this every time you log on.
Mac popup screen:
Windows popup screen:
Playbook for Graphic Design. Consistent in filenaming, grids. templates, etc.
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Quality
• Approval process. By implementing a joint agreement with our customers, about the amount of corrections. And by using our Request system to enforce these agreements. SLA (Service Level Agreement) presented to PM and Sales that was used to define time lines and expectations.
Result: No discussions about the amount of corrections. Better understanding and focus coming from the people who need to proofread.
• Preferred Vendors selection. Extensive search for better (in price and quality) P.O.S. and Print suppliers once a year. Build-up of “partnerships” to streamline the production processes.
Result: Relationships with proven reliable suppliers.
• Benchmarking, Quality control. Check of used materials such as corrugated board, plastics, etc. Documenting for follow-up use or when switching of vendors.
Result: Consistent use of materials.
• File Archiving System. Instant retrieval of old artwork. There was no historical data archived by the US team. All depended on the knowledge/memory of the product managers and designers. Material and projects where lost when there was a switch in PM’s/Designers. A simple indexing of all material by using the right software was the solution. Implementing it in the workflow and fast retrieval the result.
Result: Less downtime for simple search jobs.
• Cooperation between all designers on a Global level. There was no knowledge exchange between designers in L.A., Hollywood, Northampton and Amsterdam. By visualising the people (trading cards) and setting up a knowledge-forum we have minimised the downtime in some projects (for example: Quark -> InDesign).
Result: Embracing of the feeling “Belkin - one World” at the production departments.
• Education Designers, increasing skills. Giving away the DVD’s of TotalTraining to designers was a good tool. It stimulates the self-education. It was done for InDesign, PhotoShop and Illustrator.
Result: Motivated designers.
• Tool sheets, standardised artwork. The source material came from the US packaging. Every time there was a new product, designers picked up the latest artwork file and changed them. There where some placement and content issues with the multi-lingual files. We have setup a tool sheet with all correct elements that was later also used by PM’s.
Result: Consistent multi-lingual artwork.
At the end we have created a Playbook for Graphic Design with above elements documented. This ensured the consistency in our artwork.
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Time sheet
Breakdown of workflow process!Service Level Agreements implemented
Action Request Assign Produce Deliver Upload
Owner RoyP ColbyR Designer Eurotranslators: Proofread translation Nima/Roy:Translators PM: check on content/images/UPC/P# Proofing
Denis/Bert: Check Branding ChecklistApproval
Comments Sanity check Check with Launch calendar Stays in tough duringIf it is non-packaging check production with EMEA productmix with PMs branding teamSet priorities
1 Day 2 Days + production time of Artwork 3 DaysTimelines
EMEA Packaging
Action US artwork Multi-lingual template EMEA artwork PDF for quality team
Owner Compton (Frank) Hollywood (Rick) Schiphol (Roy) One location (web-based)EMEA (Denis & Bert)
Process
Comments Update the Production Toolsheet See above flow Feedback to Frank and Rickso we ha ve our agreements onpaper in one place
Average time of artwork elements:
Avera
ge
Lay-o
ut
tim
e i
n
ho
urs
Avera
ge
Lay-o
ut
tim
e i
n
ho
urs
2 43.5 164 323.5 480.5 961 42.5 6
21.5410.5
Artwork to be proofed will be placed in Marketing-NL drive locationM:\_PM_to_Proof.Proofing complete within 2 working days.
Direction from Branding which grid to use. This in conjunction with EMEA (Denis & Bert)
Download from FTP site Production of artwork done by the designers team using the Marketing Request system to manage.
Packaging Clam/Blister per languag
New request will be reviewed within one working day of entry into the system,
Convertion and required translation-ready materials within 48hrs of assigned request to enable translations to start working.
Content approval from PM's upfront of assigning the request to a resource!
Time for manuals is per language,
incl. preparation time for translations
and distilling of final PDF
TranslationProofreading within 3 working days
Manual smalManual mediumManual large
pro
ject
QIGPackaging Card per language
pro
ject
Advertisement, A4 sizeBrochure A4, 8 pagesBrochure A4, 16 pagesBrochure A4, 24 pagesBrochure A4, 48 pagesCheat-sheet, single sidedCheat-sheet, double sidedPackaging box per language
FTP
Display, headercardProduct_bulletinsMail-order_lay-out A4Mail-order_lay-out module
Workflow
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Productivity/Efficiency
• Workflow Process. Breaking down the process makes it understandable for every person in the chain. By presenting an overview where someone stands creates the motivation to help colleagues. It shows also the impact when someone is not cooperative. I had monthly meetings with the Graphics team to build on that “understanding”.
Result: As a result we had the feeling that it was “one team - one world”.
• Average Time to improve time management. Registration of time spend to produce packaging, manuals, brochures and POS material makes it possible to come up with an average time. We can then communicate to our customers what the expected delivery time will be. In combination with the given deadline we assign projects to one or more resources.
Result: Clear understanding of expected time lines with customer and designer.
• Request System to control deadlines. I have build a request system that was web-based. It was a tool to manage the workload for foreign offices as well. My two Graphic Designers (based out of the UK office) where managed by this system. Time lines, estimations and workload where visible in an instant. Result: Tool to manage also designers/free-lancers, not based in the Schiphol office.
• Translation Database system, to standardise translations. In the first days of the European office we have used translations outsourced to a translation agency. After a while I have presented the figures about costs and what can be the benefit when we bring in Belkin translators. Result was the complete build-up of a team with in-house translators for German, French, Dutch, Spanish, Italian. The justification for the implementing of a Trados Language Database came from my hand. Nowadays it is used to control and streamline translations for over 24 languages.
Result: Faster turnaround time of translations. Very consistent. Build-up of a preferred Belkin translation text.
• People excellence.
- Org Chart Graphic department. Setting up a structure means for the team members that there is clarity in expectations. Everyone can see where he or she stands in the organisation.
- Career planning and salary scale. By introducing a salary scale there is a clear vision of the potential in every ones career. If someone has more ambitions then there must simply be a switch to an other skill-set.
- Recruitment selection procedure. I have introduced a skill test for Graphic Designers. This way it was seen in one glance where some one stands. Very easy to place then the candidate as junior-graphic designer, graphic designer, art director.
- Performance benchmarking of designers. Every year a “contest” where we show off our skills. It motivates also to make something to be proud of. Examples: speed contest in DTP of a packaging. Global postcards send around with an illustration or image of the designer and his/her interests.
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Cost Awareness
• Budget Control against Forecast. In order to Service the requests from Sales to the full, I have been in many meetings with the Sales Directors. When there was an opportunity at a customer to place Belkin products then it was necessary to come up with realistic idea’s. First step is always to answer the question: “ how much can we spend on marketing / POS materials?”. To answer this I had to have an in-sight on what the turnover can be, to establish the costs.
Example: Sales:” we have 12 meters at MediaMarkt for our iPod accessories. We need display material to support Sales. You can do anything you want to achieve this. We want to see a “WOW” factor in the final presentation”. After I had an idea of what this will bring to us, I have produced an estimation of the costs, after approval the Display makers made sketches with estimated costs to present to Sales and the costumer.
Result: a better vision in what to build against a realistic budget.
• Standard pricing to pre-quote. Not all request where large. But still needs an approval for cost. I have placed a sheet with “standard prices” for marketing material. This way Sales can fill their “shopping-basket” and know up front what the cost will be. After that we always came up with a lower price, since we consolidate a lot of print projects.
Result: Faster approval for print projects. Managers could see in a glance if costs spend where realistic.
• Alternative proposals to stay within budget. Because I was always keen to find smarter, more cost effective solutions we sometimes come up with an other proposal to meet the task. By publishing these as a newsletter to other countries we had the ability to combine projects to lower the unit costs. We had also print productions done by Polish and Chinese vendors.
Result: Streamline of Print and POS materials all over EMEA.
• Monthly Dashboard with performance indicators. Every month I published a “Dashboard” to the management It gave a good in-sight in the amount of work and the pressure some business units gave. It also was a tool for the Directors to keep the right focus to what has the most priority. For the designers it gave an overview of their achievements.
Result: Awareness of workload and time lines.
Complete overview
Duedate hitrate
Designer Projects compl.in timeAndrewA 39 25 Nr.Projects Nr.ChangesAymonC 38 30 ACC 15 1BenitaV 36 32 AVI 25 8BertG 57 50 AVP 2 2DavidB 42 38 BAG 8 5ErwinK 5 0 BCL 0 1 Productcategories or BU'sHermanM 45 40 BPS 3 1 needs to be re-definedJeroenJa 7 7 BTD 4 2 in the MRS systemManiG 58 50 ACC 15 1MarieB 45 42 AVI 25 8MichaelW 35 31 AVP 2 2SanderK 30 25 BAG 8 5Total 437 370 BCL 0 1
Name MRS BUAndrewA 14162 INT
14301 KVM14483 BTD
BenitaV 14588 KVM14404 NET14480 NET
BertG 14635 MOB14713 BAG14009 AVI
DavidB 14642 Sales14756 Sales14779 NET
ErwinK 14015 AVI14017 AVI14770 AVI
JeroenJ 14585 AVI14676 AVI14775 Marketing
ManiG 14788 Purchasing14357 MOB14751 NET
MarieB 14719 MOB14737 Sales14739 Sales AVI - Pure A/V Count 21
MichaelW 14507 KVM BAG - Laptop Bags Count 314437 SRG BTD - Bluetooth Count 214652 BAG CBL - Cables Count 1
SanderK 14741 SRG INP - Input Devices Count 114542 SRG INT - Interfaces Count 614311 PAV KVM - KVM Count 22
LAP - Laptop Accessory Count 6Miscellaneous Count 18MOB - Mobility and iPod Count 15Net - Networking Count 30PAV - Pure A/V Power Count 1SRG- Surge Protection Count 10Grand Count 136
May - Overview of Marketing Requests and performance indicators
PM error (see tracking comments)PM error (see tracking comments)
Correction phases bij Business unit - nr.changes for the month April
GD error (see tracking comments)GD error (see tracking comments)GD error (see tracking comments)PM error (see tracking comments)
PAV pkg for DSGi
GD error (see tracking comments)GD error (see tracking comments)
PM error (see tracking comments)PM error (see tracking comments)PM error (see tracking comments)GD error (see tracking comments)
iPod cases (6 pkg)
Request name
Spanish rebrandingep packaging transition
Brand Transition Phase 9DGSi/Curry's signage
MacBook Air SleeveDSGi Black & Grey seriesM&S packagingMacro Manchester Signage
F1DP116SSRG MM window pkgAcer hangtags
F8Z183eaBLKF5D7632v8 Artwork correctionsProductsheets MobilityMedia Arkad Signage
SoHo manualF5D9050v3013F5D7050v3023
SRG cheatsheet Ro/Bu
Carrefour private labelFNAC F5Z007 HDMI kitNew Productguide A5Uploads to Viking
F5L009uk CTUBrand Transition Phase 8
Top 3 Priorities by Designer, overview from 29-05-8:
F1DN10XUeaF8T016 Bluetooth mini dongle
HomeUser and Plus hubProjects overview per BU - May 2008
AVI - Pure A/V Count
BAG - Laptop Bags Count
BTD - Bluetooth Count
CBL - Cables Count
INP - Input Devices Count
INT - Interfaces Count
KVM - KVM Count
LAP - Laptop Accessory Count
Miscellaneous Count
MOB - Mobility and iPod Count
Net - Networking Count
PAV - Pure A/V Power Count
SRG- Surge Protection Count
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Best Practice: Travel Mobility, new packaging
Question: Complete re-design of Travel Mobility range. Must be done for EMEA, since there was no focus from the US office for this productline. Concept, Design and Mocks needs to be made so Product management can present it.
Setup: I have formed a team for this project. A junior-art director was hired by me to make the designs. After approval a Graphic Designer will take on the production. The team consist of: the responsible senior product manager, the junior-art director, a graphic designer and me.
Result: A nice line with all products in a consistent range.
Work in a nutshell:- moodboard to define colouring.
- testing of “layered messaging” idea, with several transparency’s.
- production of several PET mocks to find out about the right locking mechanism and clearness of the plastic.
- proposals for icons, to minimise translations on the front of the box.
- product placement in the holder, to show the best “profile” of the product.
- production of complete mock to present to the organisation (directors and senior managers).
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Best Practice: Modularity in plan-o-grams
Question: How can we increase sales by using our meters in the retailstore. Spin-off from Travel Mobility packaging project.
Setup: I have formed a team with the same team as the Travel Mobility project, with an extra person: Plan-o-grams Space Analyst.
Result: More products on the same plan-o-gram space. Not only Travel Mobility, also Cables benefits from this project.
Work in a nutshell:- defining the maximum and minimum dimensions, from all retail customers.
- use of ProSpace to find out if it is a real bennefit to change footprints.
- mocking up plan-o-grams with simpel printouts of packaging to visualise the idea.
- presentation to managers by using material from Space Analyst. Justification is found also in his estimations of the sell-through.
- roll-out to other product managers and the US office.
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Best Practice: Multi-lingual Sales Brochure
Question: We are in need of a product overview. It needs to be used by employees of our retail customers to find product numbers and short sales information. We want different circulation numbers. (for example: German and France, 1.000 each. Spain and Italy, 500 each. Russia only 150)
Setup: I have produced a A5 product brochure with text changes in a seperate black plate. Print production of the full-colour images where done for all of EMEA, with different black in-prints. Change in content every half year with a fixed deadline for the product managers.
Result: Every sales force has a product overview for their customers. Actual information changed every half year. It was a support to the on-line information.
Work in a nutshell:- defining the requirements for the different sales groups.
- fixed deadline made it possible to publish in time.
- High-res PDF’s where available for country offices, to send around or print locally.
- Spin-off: A5 mini brochures for the different Business Units. Less costs, same format/grid, on demand!
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Best Practice: POS Laptop products - J9
Question: We need to come up with a proposal for DSGi. This is for the new store at Junction 9 at Heathrow (2008). It needs to have a “WOW” factor so we can claim almost all the space.
Setup: I have sourced a display maker in the UK (out of three candidates). With them I have produced the sketches, final proposals and final implementation in the store. The artwork was done with the help of the graphic design team.
Result: Real nice display of laptop bags. Displays where also addopted by other sales forces (Carrefour, Mediamarkt Germany).
Work in a nutshell:- defining the requirements and brief of the designs to the display makers.
- design and control of materials, costs and quality done by me.
- Meetings to discuss and final presentation to customer and sales director.
Roy Pesik | Vivaldisingel 177 | 2151 NH Nieuw Vennep | [email protected] | 06 - 149 777 45
