Agile Experience Design: A Digital Designer’s Guide to Agile, Lean, and Continuous

Creative heroes and IT villains

Once upon a time, an organisation recognised the need for external design input. A design brief was drawn up, and creative agencies were invited to pitch for the work. The appointed agency started with some analysis activities that they then summarised in a written report. Having completed the analysis, the real design work began. The design team retreated into their creative space and creative magic happened. Some time later they emerged with a fully baked design. After a short period of feedback and refinement, the satisfied client signed off and the designers headed to the pub to celebrate.

This seemed like a fairly good process, and it certainly worked for the creative agency. In fact, at this stage the client ...