I discuss my experiences at dxw making the agile process work for us and our clients. The lessons we learned, and how created a stable agile approach to design and development. So much best practice advice and examples of successful agile in practice are geared towards product teams. When you’re actually working on the front lines with a client who has the drive to do things right, but is still limited by their timescale and budget, how can you make agile work? Originally presented at NorDevCon 2015

1. Ups and downs of
agency agile
Lily Dart
Head of Service Design
dxw

2. dxw is a small agile agency
specialising in public
sector digital
Ups and downs of agency agile
@lily_dart @thedxw

3. We began with agilefall
Ups and downs of agency agile
@lily_dart @thedxw

4. Agile is better for clients
Ups and downs of agency agile
@lily_dart @thedxw

5. Agile is better for clients for
Ups and downs of agency agile
@lily_dart @thedxw
less risk

6. Agile is better for clients
Ups and downs of agency agile
@lily_dart @thedxw
less risk
faster

7. Agile is better for clients
Ups and downs of agency agile
@lily_dart @thedxw
less risk
faster
cheaper

8. When we struggled, I looked to
the community for help
Ups and downs of agency agile
@lily_dart @thedxw

9. Ups and downs of agency agile
@lily_dart @thedxw
I was told

10. Ups and downs of agency agile
@lily_dart @thedxw
I was told
“We have to compromise”

11. Ups and downs of agency agile
@lily_dart @thedxw
I was told
“It can’t work with offsite clients”
“We have to compromise”

12. Ups and downs of agency agile
@lily_dart @thedxw
I was told
“Clients don’t care how it gets delivered”
“It can’t work with offsite clients”
“We have to compromise”

13. Ups and downs of agency agile
“Clients don’t care how it gets delivered”
“Agencies never do ‘proper’ agile”
I was told
“It can’t work with offsite clients”
@lily_dart @thedxw
“We have to compromise”

14. Agile is different for agencies
Ups and downs of agency agile
@lily_dart @thedxw

15. Agile is different for agencies
Ups and downs of agency agile
@lily_dart @thedxw
pressures

16. Agile is different for agencies
Ups and downs of agency agile
@lily_dart @thedxw
pressures
relationships

17. Agile is different for agencies
Ups and downs of agency agile
@lily_dart @thedxw
pressures
relationshipsrelationships
expectations

18. The agency norms don’t work
Ups and downs of agency agile
@lily_dart @thedxw

19. The agency norms don’t work
Ups and downs of agency agile
@lily_dart @thedxw
fixed time, scope, cost

20. The agency norms don’t work
Ups and downs of agency agile
@lily_dart @thedxw
fixed time, scope, cost
up-front spec work

21. The agency norms don’t work
Ups and downs of agency agile
@lily_dart @thedxw
fixed time, scope, cost
up-front spec work
deferred risk

22. Ups and downs of agency agile
Our problems:
@lily_dart @thedxw

23. Ups and downs of agency agile
Our problems:
Mismatched expectations
@lily_dart @thedxw

24. Ups and downs of agency agile
Our problems:
Misunderstandings about agile process
Mismatched expectations
@lily_dart @thedxw

25. Ups and downs of agency agile
Our problems:
Misunderstandings about agile process
Adversarial relationships with clients
Mismatched expectations
@lily_dart @thedxw

26. Our problems:
Ups and downs of agency agile
@lily_dart @thedxw
Misunderstandings about agile process
Adversarial relationships with clients
Mismatched expectations
Conflicts over product design

27. With these things in mind,
we iterated.
Ups and downs of agency agile
@lily_dart @thedxw

28. Ups and downs of agency agile
Agile works.
For us, and our clients.
With these things in mind,
we iterated.
@lily_dart @thedxw

29. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw

30. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
A satisfying project experience is
one that lives up to the clients
expectations.

31. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
How do the touch points in the
client journey set expectation?

32. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Calls, emails, briefs, proposals,
pitches, contracts, meetings…

33. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
The first interaction is often
being handed a project brief.

34. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
It’s OK to challenge a client brief
before you win the work.

35. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Challenge briefs

36. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Many clients are willing to listen to feedback
Challenge briefs

37. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Some will even change their brief
Many clients are willing to listen to feedback
Challenge briefs

38. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Some will even change their brief
If they aren’t willing, end the conversation
Many clients are willing to listen to feedback
Challenge briefs

39. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Proposals are how we set
expectations about what
we’ll deliver

40. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Proposals

41. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Proposals
Where does your process add value?

42. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
At the end of each sprint, you should have
usable software that you can launch. In the
latter stages of a project, each sprint usually
ends with a release, where the work
completed goes live and becomes available
to your users.”
“
dxw proposal extract

43. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Proposals
Where does your process add value?

44. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Proposals
How do your principles add value?
Where does your process add value?

45. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Engaging with users throughout the life of
the service
In order to succeed, most digital services
need to engage with users throughout the
service’s life.”
dxw proposal extract
“

46. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Proposals
How do your principles add value?
Where does your process add value?

47. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
How do your principles add value?
Don’t accidentally make commitments
Where does your process add value?
Proposals

48. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Minimum project cost*
Two development sprints and two days
of usability testing with delivery
management
Maximum project cost*
Three development sprints and three
days of usability testing with delivery
management
100 Space Bucks
200 Space Bucks
*assuming our stated assumptions are correct

49. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Contracts are a tool for
creating mutual understanding

50. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Contracts

51. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Explain the language you use day-to-day
Contracts

52. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Definitions
Sprint
A Sprint is our basic unit of development. A sprint consists
of the services of a given number of developers for a given
period of time, and any Surrounding Activities you require.
Acceptance Criteria
Acceptance Criteria are attributes of the Product,
embodied in a document, that a Story must provide in order
for the Story to be considered Finished.”
dxw contract extract
https://github.com/dxw/contracts
“

53. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Explain the language you use day-to-day
Contracts

54. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Explain how the process will work
Explain the language you use day-to-day
Contracts

55. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
A Story cannot be Started unless:
• It is ready (see clause 2.12);
• It has agreed Acceptance Criteria;
• All Required Materials for the Story’s
implementation have been provided to us.”
dxw contract extract
https://github.com/dxw/contracts
“

56. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Explain how the process will work
Explain the language you use day-to-day
Contracts

57. Set expectations early
Ups and downs of agency agile
@lily_dart @thedxw
Explain how the process will work
Explain the language you use day-to-day
Contracts
Avoid legalese

58. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw

59. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
The client relationship must be
collaborative to succeed.

60. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
Consider the sales process a
two-way interview.

61. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
Pick the right client to get the
right outcomes.

62. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
Right client

63. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
How do they measure outcomes?
Right client

64. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
What are their organisations priorities?
How do they measure outcomes?
Right client

65. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
What are their organisations priorities?
What is the motivator for the project?
How do they measure outcomes?
Right client

66. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
Your client is more than the
person who pays the bills.

67. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
They are creative, expert and
invested in the project.

68. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
Be empathetic to your clients
needs and experiences.

69. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
Needs and experiences

70. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
Needs and experiences
Who do they report to?

71. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
Needs and experiences
What do they want out of the project?
Who do they report to?

72. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
Needs and experiences
What do they want out of the project?
Are they under pressure?
Who do they report to?

73. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
Treat them with respect.

74. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
Respect

75. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
Respect
They know their organisation

76. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
Respect
They may be taking a risk with you
They know their organisation

77. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
Respect
They may be taking a risk with you
They know their organisation
They will be your ally if you are theirs

78. Clients as team members
Ups and downs of agency agile
@lily_dart @thedxw
Respect
They may be taking a risk with you
They know their organisation
They will be your ally if you are theirs
Be honest with them

79. Invest time to educate
Ups and downs of agency agile
@lily_dart @thedxw

80. Invest time to educate
Ups and downs of agency agile
@lily_dart @thedxw
Even clients who want agile
often don’t understand what it
really means.

81. Invest time to educate
Ups and downs of agency agile
@lily_dart @thedxw
Clients have stakeholders they
are accountable to. They’ll need
to justify your approach and
decisions.

82. Invest time to educate
Ups and downs of agency agile
@lily_dart @thedxw
What you’re committing to, and why
What you’re not committing to, and why
Why agile is better for their project
What the language means
Clients need to understand:

83. Invest time to educate
Ups and downs of agency agile
@lily_dart @thedxw
Teach them to teach their
stakeholders and colleagues.

84. Invest time to educate
Ups and downs of agency agile
@lily_dart @thedxw
Teach stakeholders

85. Invest time to educate
Ups and downs of agency agile
@lily_dart @thedxw
Are their stakeholders on-board?
Teach stakeholders

86. Invest time to educate
Ups and downs of agency agile
@lily_dart @thedxw
What are their concerns?
Are their stakeholders on-board?
Teach stakeholders

87. Invest time to educate
Ups and downs of agency agile
@lily_dart @thedxw
What are their concerns?
Are their stakeholders on-board?
Can we speak to them together?
Teach stakeholders

88. Invest time to educate
Ups and downs of agency agile
@lily_dart @thedxw
What are their concerns?
Are their stakeholders on-board?
Can we speak to them together?
Teach stakeholders
What message should we communicate?

89. Invest time to educate
Ups and downs of agency agile
@lily_dart @thedxw
Dedicate time to them.

90. Invest time to educate
Ups and downs of agency agile
@lily_dart @thedxw
Dedicate time

91. Invest time to educate
Ups and downs of agency agile
@lily_dart @thedxw
Sprint plan meetings
Dedicate time

92. Invest time to educate
Ups and downs of agency agile
@lily_dart @thedxw
Co-design and workshops for solution design
Sprint plan meetings
Dedicate time

93. Invest time to educate
Ups and downs of agency agile
@lily_dart @thedxw
Co-design and workshops for solution design
Every day during a sprint
Sprint plan meetings
Dedicate time

94. Strategy, not solutions
Ups and downs of agency agile
@lily_dart @thedxw

95. Strategy, not solutions
Ups and downs of agency agile
@lily_dart @thedxw
It’s difficult to make sure
you’re both reaching for the
same goals.

96. Strategy, not solutions
Ups and downs of agency agile
@lily_dart @thedxw
Clients lacking strategy will
always focus on features
over goals.

97. Strategy, not solutions
Ups and downs of agency agile
@lily_dart @thedxw
Establish what the clients
strategy is, or work with them
to create one.

98. Strategy, not solutions
Ups and downs of agency agile
@lily_dart @thedxw
Strategy

99. Strategy, not solutions
Ups and downs of agency agile
@lily_dart @thedxw
What are they trying to achieve?
Strategy

100. Strategy, not solutions
Ups and downs of agency agile
@lily_dart @thedxw
What does a good outcome look like?
What are they trying to achieve?
Strategy

101. Strategy, not solutions
Ups and downs of agency agile
@lily_dart @thedxw
What does a good outcome look like?
Ask: “how do these features further our goals?”
What are they trying to achieve?
Strategy

102. Strategy, not solutions
Ups and downs of agency agile
@lily_dart @thedxw
Use research and data to make
informed decisions.

103. Strategy, not solutions
Ups and downs of agency agile
@lily_dart @thedxw
Informed decisions

104. Strategy, not solutions
Ups and downs of agency agile
@lily_dart @thedxw
What do you know about the users?
Informed decisions

105. Strategy, not solutions
Ups and downs of agency agile
@lily_dart @thedxw
Embed research into the process
What do you know about the users?
Informed decisions

106. Strategy, not solutions
Ups and downs of agency agile
@lily_dart @thedxw
Embed research into the process
How will you measure the success of features?
What do you know about the users?
Informed decisions

107. Ups and downs of agency agile
Our problems:
@lily_dart @thedxw

108. Ups and downs of agency agile
Our problems:
Mismatched expectations
@lily_dart @thedxw

109. Ups and downs of agency agile
Our problems:
Mismatched expectations
@lily_dart @thedxw

110. Ups and downs of agency agile
Our problems:
Misunderstandings about agile process
Mismatched expectations
@lily_dart @thedxw

111. Ups and downs of agency agile
Our problems:
Misunderstandings about agile process
Mismatched expectations
@lily_dart @thedxw

112. Ups and downs of agency agile
Our problems:
Misunderstandings about agile process
Adversarial relationships with clients
Mismatched expectations
@lily_dart @thedxw

113. Ups and downs of agency agile
Our problems:
Misunderstandings about agile process
Adversarial relationships with clients
Mismatched expectations
@lily_dart @thedxw

114. Our problems:
Ups and downs of agency agile
@lily_dart @thedxw
Misunderstandings about agile process
Adversarial relationships with clients
Mismatched expectations
Conflicts over product design

115. Our problems:
Ups and downs of agency agile
@lily_dart @thedxw
Misunderstandings about agile process
Adversarial relationships with clients
Mismatched expectations
Conflicts over product design

116. Ups and downs of agency agile
What works for us:
@lily_dart @thedxw

117. Ups and downs of agency agile
What works for us:
We select clients who we can align goals with
@lily_dart @thedxw

118. Ups and downs of agency agile
What works for us:
We set expectations early and reinforce regularly
We select clients who we can align goals with
@lily_dart @thedxw

119. Ups and downs of agency agile
What works for us:
We set expectations early and reinforce regularly
We invest time to educate and understand clients
We select clients who we can align goals with
@lily_dart @thedxw

120. Ups and downs of agency agile
We set expectations early and reinforce regularly
We invest time to educate and understand clients
We select clients who we can align goals with
We agree focus on strategic priorities over features
What works for us:
@lily_dart @thedxw

121. Any questions?
Ups and downs of agency agile
@lily_dart @thedxw