Monthly Archives: February 2012

Some Agile Marketing projects will wither and die. Oh, they get finished – they just won’t be used. Why?

A SOLO RUN DOWN THE FIELD

Sometimes a developer or team unilaterally decides Marketing’s had enough turns, it’s their turn – they’ll build their own vision. Seriously, I’ve seen it happen. Maybe it really is a great idea and Marketing just won’t green-light it. Maybe the two teams aren’t getting along. Whatever. The point is that deliberately skipping collaboration can allow departmental myopia to take over. It works out occasionally, if there’s a serious UX wonk behind the keyboard. But more often, a tech-only result favors the technical accomplishment – the user CAN complete their task – but the process is so annoying that users want to kick holes in their monitors doing it. And if the style and nav are to the specs of someone’s vision of cool, unmoored from the brand’s, users can bail thinking they’re on the wrong site.

Read more on A Marketer’s Guide to Agile Development – Fumbling In the End Zone…