Ask the Board – April 17, 2017 | WADE FORST

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Of the successful projects you’ve worked on, which is your favorite, and what steps led to making it a success?”


Every project has their memorable moments, sometimes outstanding and often challenging. A measurement of success can range from the intangible to the analytical and often relies on a blend of both sides. However, failure often has more tangible understandings. Rather than focusing on an incredibly successful project like SapientRazorfish’s work with Audi and their digital dealership model, Audi City, I think it may be more beneficial to understand what ingredients within a project yield the best results and which ones often result in a recipe for disaster.

SUCCESSFUL INGREDIENTS:

Understanding the Why

Make sure that the project strategy is clear and that both sides understand the opportunity and insights.

Team Structure, Transparency and Tools

Both sides, from agency-side to client-side, the players involved and their commitment to the project’s health are key to delivering success. Communication tools such as Slack allow teams to be transparent and for a living timeline and repository to be created.

Value Failure

“Failure” is not a four-letter word. Failing fast and failing often should not carry a negative connotation, unless lessons learned and the results of the failure are not shared.

Experience Focused

The experience matters. Rather than focusing on a “Most Viable Product,” gathering insights throughout the project can allow a switch from MVP to MLP “Most Loved Product.”

Monitoring, Analytics and Optimization

Listen and learn. Going from prototype to pilot to in-market installations, results often vary. Keeping a close eye on the experience after launch will allow the insights to amplify the results and improve the overall experience.

A RECIPE FOR DISASTER:

A Narrow Focus and Rigid Approach

Keeping blinders on can certainly accelerate the project’s rate, but at what cost? Often, learnings and insights gathered during a project can alter the path without affecting scope.

Working without a Brief

Understanding where you were and where you are going is paramount to the project and the team’s health. The brief will be the North star that will be referenced, challenged and valued from kick off through  completion.

Tech for Tech’s Sake

Don’t look for a technology to carry the experience. Hardware may help deliver the experience, but what matters most is the content and its context to the individual and environment.

 

About Author

Senior Director, Emerging Experiences
Razorfish/San Francisco

MEMBER OF THE DSE ADVISORY BOARD
Advertising & Brands Council

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