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thinkLA AdU: Digital Production 101

  1. Digital Production 101
  2. Agenda • Introductions • Credentials • The Current Market • Billing, Estimating, and Profitability • The Digital Production Process • Questions and Answers
  3. Credentials
  4. Dailey is a full-service agency working in partnership with key technology partners and sister IPG companies. Together, we have with the capabilities to deliver strategic digital experiences to help enhance the brand’s visibility and consumer interest.
  5. Process Is Paramount
  6. Client  signs  SOW.
 Kickoff  with  all  teams Client  chooses  /  approves   concept Digital  Producer  creates   timeline  with  all   milestones.  SOW  created. Production  and   development  begin Delivery  to  media  partner Deployment  and  QA Client  provides  brief Concepting  and  internal   approvals Basic Banner Process QA  and  testing
  7. INITIATION Client Brief
 Assignment Brief
 Collect Reqs/Specs Collect Strategic POV
 Draft Brief
 Team Assignments Internal Notification
 Notify Dept. Directors
 Job Opened
 General Banner Process: Define and Design CREATIVE   DEVELOPMENT Creative Briefing
 Brief Creative Team
 Production to determine if IA/Tech are required
 Media Plan
 Site List
 Initial Specs and LCD Specs
 Concept Approved
Internal Reviews   Concept Development
 Concepts Ballpark Cost/Time Risk Assessment: Technical Approach ESTIMATION Debrief Rollout Plan:
 Deliverables List Production Schedule Research Partners Pre-Bid (if external)
 Source Vendors Complete Pre-Bid Docs Pre-Bid Call Cost Approved Agency and Client signed
 Gather formal costs Triple Bid Process (if needed) Image Licensing
 Cost review Award
 Issue PO Internal or Vendor Kickoff 
 Functional Specs Feature Set: User Flow Wireframes Technical Requirements Technical Specs Technical Approved
 Client Approval Visual Design & Content 
 Design Style Layouts Content Deck
 Visual Design and Copy Approved
 Client Approval Start
 Production Internal  Review   and  Client/Legal   Review UX Discovery
 Stakeholder Interviews Requirements Usability Study Persona Development User Journey UX   VISUAL   DESIGN Collaboration

 ApprovalLayouts   Develop One Size One 300x250 comp version of each concept One Size Review
 Account, Creative and Client
 Determine Tracking Requirements
 Files to Rich Media Feature Set: User Flow Wireframes Approval   
 Client Approval Internal QA Check Click Tags, Files names, versions, regression testing Campaign
 Live Digital Process: Banner Production QA,  DEPLOY   AND  LEARN Develop All Sizes All concepts in all sizes produced
 Approval   Creative, Account and Client All Sizes Review
 Account, Creative and Client
 Rich Media Review
 Account, Creative and Client
 Client Approval Post Mortem Site screenshots, performance report, process review
 Asset Collection and Production
 Trafficking Dart/DFA
  9. 5 Steps to Success for Digital Production 1. Let each expert take care of their area of expertise.
  10. 5 Steps to Success for Digital Production 2. Working with your digital producer is your best route to success.
  11. 5 Steps to Success for Digital Production 3. Schedules and milestones are put in place to ensure the success 
 of a project. Any delays will quickly put success at risk.
  12. 4.  In  order  to  make  project  tracking  and  research  easier  
 for  everyone,  it  is  imperative  that  we  all  follow  the  same  rules  of  organization.
 5 Steps to Success for Digital Production
  13. 5.  We  deliver  brilliant  creative  work  for  our  clients  by  following  process
 and  communicating  with  each  other.   5 Steps to Success for Digital Production
  14. Digital Producers: Your Best Resource
  15. Attributes: • Well-versed in digital production process and methodologies • Follow the latest tech news and upcoming technologies and trends • Understand how and why consumers use technology • Are consummate diplomats with clients and team members alike • Are the only team members who are involved in the process from start to finish Digital Producers: Your Best Resource
  16. The Current Market
  17. The Connected Audience
  18. Customers can be elusive, using multiple devices. 
 More devices means greater overall activity. 
 The lines between work and personal are blurred. 
 People cross devices for one goal. 
 People use multiple screens at once. Be where they expect you to be and be relevant in that particular context. The Connected Audience
  19. Twitter Mission Statement:“To instantly connect people everywhere to what’s most important to them.” The Connected Audience
  20. Focusing on Customer Experiences in the Post-PC Era Invest heavily in mobile user experience and design
 Beef up contextual analysis and understanding 
 Develop a unified customer experience strategy 
 Learn from market leaders
 Capitalize on the uniqueness of each screen. 
 A consumer’s intent can be different across them all.
  21. Points to Remember • Customer experience has to take precedence.
 • The consumer decision journey has changed radically and is more social than ever.
 • This is the Post-PC Era. Technology and the connected consumer continue to change the face of marketing and brands themselves.
 • The brand response to customer interaction must be
 fast, personal, and relevant.
  22. New Perspective on Customer Experience • Uncover customers’ real goals and needs
 • Create seamless transitions across platforms
 • Measure journeys and progress
 • Think context -- always
 • Test and refine as a regular habit
  23. Billing and Profitability
  24. “Can you give me a ballpark cost for a new client website?”
  25. “We’ll have Creative do some comps before we start the estimate.”
  26. “It’s OK. I told the client we could do it in a month and match their budget.”
  27. What’s Wrong? “Can you give me a ballpark cost for a new client website?” “We’ll have Creative do some comps before we start the estimate.” “It’s OK. I told the client we could do it in a month and match their budget.”
  28. • If it even smells like digital, call your digital producer. • Invite them to every meeting. Every. Single. Meeting. • No one should agree to a digital production project unless a producer has been consulted and allowed ample time to provide feedback. • Listen to their feedback and follow it to the letter. The Rules: Set Them in Stone
  29. Cost Scope Time The Digital Production Triangle
  30. • It guarantees that you will cover all staff participating in the project. • It holds you to what will be promised in the SOW. • The client will not develop any unrealistic cost expectations, which they will if you give them “a general ballpark”. • You will be better able to gauge department profitability across accounts. • Your agency projections will be more accurate and better able to help you gauge where you can bring additional key staff in house. Accurate Estimating Pays Off
  31. Key Points: • Include every role that you feel will participate. • Be fair, but be realistic: do not cut corners to match a client’s budget. You will always lose money on that bargain. • Understand that a client may not understand why a particular phase or task is important; it is our job to explain it to them. • You are doing your agency and the brand a disservice by not estimating properly. Estimating and Profit
  32. Key Elements: • Describe exactly what you will deliver, when it will be delivered, and how much it will cost • Provide carefully detailed descriptions of what is promised; this covers you and the client • Include Terms and Conditions: payment details, arbitration parameters, and key legal statements that protect your agency and the client’s interests • T&C should include section about scope creep with client’s initials required SOW: Statement of Work
  33. Digital Production Process
  34. • JIRA! • Confluence • Trello Tool Time • Box, Dropbox, Drive, SharePoint • Hangouts, Skype, Slack Test, decide, implement and use before starting projects.
  35. Define and Discover
  36. We don’t know what we don’t know.
  37. Objectives: Define the role of the website for consumers Create the project plan to build the experience Phase 1: Define and Discover
  38. Create a .com experience that… • Complements the current marketing initiatives • Delivers an elegant and simple user experience for the target audience • Works seamlessly across desktop and mobile • Is easy to update • Drives sales with every retail partner WEBSITE OBJECTIVES
  39. Create an experience that… • Thumb-friendly • Adapts to various screen resolutions • Works seamlessly across devices • Reflects the most important information for mobile users • Integrates with current branding initiatives MOBILE OBJECTIVES
  40. Outputs: • Discovery Report:
 • Stakeholder findings
 • Competitor findings
 • Research findings
 • Personas and scenarios
 • Initial recommendation for features
 and functionality of the
 new site experience
 Phase 1: Define and Discover • Comprehensive Project Plan:
 • Business Requirements Doc (BRD)
 • Functional Requirements Doc
 • Technical requirements
 • Timeline for all deliverables
 • Editorial plan • SOW and Budget for Phases 2, 3, 4
  41. Objectives: • Gain agreement with stakeholders • Provide a foundation to communicate to a technology partner what the solution needs to do to satisfy the users’ and business’ needs • Provide input for the next phase • Describe how these needs will be met by the solution BRD: Business Requirements Document
  42. Objectives: • Describe how the system or solution will work • Focuses on how users will interact with the system or solution • Purpose: How each team knows what needs to be built and tested • Process: How it will be developed, who will do it, and when • Methods: Technical diagrams, flowcharts, functionality descriptions Func Reqs: Functional Requirements
  43. Design Phase
  44. • “Design is the conscious and intuitive effort to impose meaningful order.” 
 — Victor Papanek, Design for the Real World • Design is about planning what to build before you build it (especially when it’s expensive or dangerous to get it wrong). • Design allows room for exploration. • Design requires collaboration with the builders. Thoughts on Design
  45. Phase 2: UX and Design Objective: Create the user experience and the design of the site
  46. Phase 2: UX and Design Pro Tip: Do not start by making pretty pictures that make the client smile.
  47. Activities: • Persona development and customer journey(s) development • Wireframe development • Visual design and copy development based on the approved wireframes Phase 2: UX and Design
  48. Outputs: • User personas • Site map • Annotated wireframes
 • Design Elements
 • Mood boards
 • Design for key pages and elements
 • Style Guide • Copy deck for all pages of the site Phase 2: UX and Design
  49. Do it right the first time, or pay the consequences Return On Investment
  50. Emotional Engagement People will look to comfort, variety, connection, and uniqueness as the hallmarks of a good experience.
  51. IA/UX: It starts with the user. Dedication to detail begins with clearly defining the business requirements for the project, doing consumer research, and developing a clear framework for the interface before creating visual experience that will assist, guide and benefit the user.
  52. WHAT IS 
  53. WHAT IS 
  54. DONALD NORMAN “User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”
  60. Development Phase
  61. Objective: Bring the creative design direction together with the technology platform, code the site and ensure content management and publishing 
 processes are aligned Phase 3: Develop
  62. DEVELOP Build the project Check quality & accuracy Test on dev servers Test again and verify Phase 3: Develop
  63. Phase 3: Develop Activities: • Content creation and development • Technical coding and development • Technical platform testing • Content integration
  64. Outputs: • Development of all content for new site • Technical coding and content management system integration • E-Commerce integration • Bug list and resolutions • Technical annotations for CMS/code • Technical and functional user acceptance testing (UAT) Phase 3: Develop
  65. A member of your dev team should be included throughout the entire project process from pitch to deployment. 
 This helps prevent over-promising and aids in planning the level of effort. Pro Tip
  66. Front-End Development
  67. Back-End Development
  68. Analytics
  69. Pro Tip: When possible have some expertise in-house so you can tackle issues when they arise.
  70. • Ramp up • Develop features • Test along the way • Apply Visuals • Add SEO & Analytics • Test Again • Send to QA Typical Process
  71. Deployment Phase
  72. DEPLOY Send it live to the world Continue to QA Fix bugs that occur Plan for maintenance Phase 4: Deploy
  73. Activities: • Knowledge transfer • Production readiness and migration • Supporting documentation • Post mortem • Next steps Phase 4: Deploy
  74. Outputs: • Site launch and production support including and production bug resolution • Content management system documentation • Editorial/content planning documentation • Project review, pros and cons through post-mortem Phase 4: Deploy
  75. Final Thoughts Users want a seamless, personalized experience across platforms and environments.
  76. Final Thoughts Consumer empathy will help ensure that each digital experience remains relevant to their needs.
  77. Final Thoughts Following process and best practices leads to client satisfaction and agency profitability.
  78. Don Lupo 310.360.3622