Leadership/Design Management
Envato - Aligning teams via improved workflow processes & methodologies
As the Lead UI Designer at Envato, one of my primary responsibilities was to redefine the workflow processes for both the Marketing and Design teams. In doing so, I was tasked with the challenge of identifying ways to align the practices of these two teams, with the ultimate aim of improving collaboration and communication between them. This case study outlines the challenges I faced, the solutions I implemented, the key features of the new workflow process, and the results achieved.
Challenge
When I joined Envato, one of the primary challenges I faced was identifying how the Marketing and Design teams could work together more effectively. Both teams had their own processes and methodologies, and there was a lack of understanding and appreciation of the individual skills and talents individuals brought to each team. As such, It was imperative to develop new approaches to workflow processes and project management capabilities that would bring both teams closer together.
Solution
Over several weeks, I led individuals and teams through a range of interviews and workshops to gain insights into their existing processes and identify areas for improvement. This led to the development of a new classification system that expanded to include a new workflow process as part of the overall project management solution. This system included important aspects related to both teams such as marketing and design responsibilities and expectations, design methodology considerations, stakeholder management, and workflow processes.
Features
The key outcomes of this project were the following features:
Project Classification: I facilitated teams devise a classification system which identified a range of projects that consistently presented for both teams over a period of several weeks. The ownership of this classification system now sat with both teams.
Teams Workflow Process: A new teams workflow process was implemented, identifying both the marketing and design responsibilities and expectations.
Key Milestone Identification: Key milestones throughout the team workflow process were set and defined, such as project identification, project kick-off, project brief, creative kick off, concept review, design approval, and milestones like retro and reflection.
UX and Design Framework: A specific marketing and design methodology that aligned the requirements of both teams was developed. The framework consisted of five stages: understand, explore, refine, implement, and reflection.
Results
The implementation of these changes had an immediate impact on the well-being of individuals across both teams. There was a new appreciation of the intensity and pressure both teams came under when working to deliver on their goals, leading to increased empathy, consideration, and overall happiness. From a cultural perspective, the impact was significant, resulting in improved creative, clear key messaging, and importantly increased ROI across a number of campaigns within the first six months of rollout.
Conclusion
In conclusion, by developing a new approach to workflow processes and project management capabilities, both the Marketing and Design teams at Envato were able to work together more effectively, resulting in improved collaboration, increased empathy, and better overall results. This case study demonstrates the importance of understanding the unique needs and capabilities of each team and implementing strategies that align with these needs.
