Build Systems, Not Stuff

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    17-Aug-2014
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    Design

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This presentation is for anyone who has had technical, strategic and/or budgetary constraints influence what was built vs. what was imagined. We will dig into how to use systems-based thinking to understand how things influence one another and learn techniques to discover constraints sooner. We will learn how to start creating efficiencies of digital process, infrastructure and communication in pursuit of better user experiences.

Transcript of Build Systems, Not Stuff

  • Build Systems, Not StuffPresented by @Abby_the_ia 1
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  • I Make theunclear, clear for people who use and make things. 3
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  • Most recently I Have helped Change the audience for Sharpie from a ofce supply consumer to teenagers looking for a self expression tool Grow a 150,000 member Facebook fan base for JELL-O over the weekend. Pilot a revolutionary diet for people with Type 2 diabetes Analyze and strategically prioritize digital marketing efforts and improvements for Herman Miller in support of their movement into the B to C market 5
  • I hear a lot of the same things over and over...Our current digital marketing is:A) Embarrassingly out of dateB) Not flexible enough to support needsC) Not able to be affected quickly because of politics and the bureaucracyD) All of the Above (Eeeeekk) 6 6
  • The behavior of the system cannot beknown just by knowing the elements - Donella Meadows 7 7
  • Meet the Blind men of digital marketing I post on social media and send emailsI controlthe money I manage the Websites I design the marketing 8 8
  • Observation:Its always the same issuesaffecting the same partsof the same systems 9 9
  • We needto buildsystems,not just stuff. 10 10
  • When Stuff is king... 11 11
  • Spray-n-Pray is common wisdom 12 12
  • Corporate Underpants start to show 13 13
  • Shiny, dusty objects accumulate 14 14
  • Trends win out over needs 15 15
  • Skunkworks projects used to achieve tactical goals 16 16
  • Everyone feels rushed and underserved 17 17
  • We ask for more stuff We need aFacebook page vs. We need a Digital Recruitment engine 18
  • Sound familiar? 19 19
  • There has to be a better way 20 20
  • But we arent in manufacturing! 21 21
  • isnt Creativity meant to be messy? 22 22
  • One important (and easy) question: How should we spend our finite creative energy? 23 23
  • By analyzing thesystem, maybe wecan improve theUser experience ofworking in digitalmarketing 24 24
  • Systems-based thinkingthe process of understanding howthings influence one another.viewing "problems" as parts of anoverall system, rather than reactingto specific part.focusing on cyclical rather thanlinear cause and effect. 25 25
  • When System is king... Effectiveness becomes measurable Solutions have longevity and reuse Entities are able to remain in sync while operating independently Adequate time and budget is allocated People feel like things just work 26 26
  • Reinventing the Wheel Repeatable Magic 27 27
  • Systems Thinking 101 28 28
  • A system is a set of stocks andflows that is interconnected in a way that it produces a predictable pattern. 29 29
  • STocks: Assets within your organization that are able to be measuredfor example: Knowledge of industry trends Marketing Budget Creative Talent 30 30
  • Flows:Process that affects and connects stocksfor example: How insights become strategy How designers are briefed on architectural decisions How code is accepted in development 31 31
  • Cold hard Facts about systems1. Levels of stock areonly able to be affectedby manipulating flows2. Stocks take time tochange, because flowstake time to flow 32 32
  • anotherfact:DigitalMarketingis a system 33 33
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  • Digital Marketing: A common system 35 35
  • Digital Marketing: A common system 36 36
  • If you are doing itright, you start here 37 37
  • Digital Marketing: A common system 38 38
  • But, a lot of peoplestart here... 39 39
  • Digital Marketing: A common system 40 40
  • And even here... eek! 41 41
  • Digital Marketing: A common system 42 42
  • A lot of people stop here. 43 43
  • Digital Marketing: A common system 44 44
  • and This part is almostalways ignored or weak 45 45
  • there are sharedlessons that allorganizations canlearn from 46 46
  • Five common system failures 47 47
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  • Whatssupposed tohappen 49 49
  • What can alsohappen 50 50