From underutilized skills to understanding and reaching maximized potential
Challenge
Through time tracking and data analysis, we discovered art directors were spending 60% of their time on production design work, while production designers were spending 50% of their time designing marketing materials for social media. This left both teams underutilized and beyond capacity.
Solution
Refocus potential by shifting responsibilities to appropriate teams
Test over a 3-month period with small focus groups
Rewrite standard operating procedures to align with roles
Design new workflows
Begin implementation and training
Hire marketing designers specializing in social media deliverables
Outcome
Optimization of design department's performance allowed designers more time to design and production designers more time to utilize their primary skillsets to support art directors.
Training flowchart for work transfer
TOOLS USED
STAKEHOLDERS INVOLVED
VP Design, Director of Marketing, Creative Director, Senior Operations Manager
““she continues to
challenge assumptions to find more effective and efficient ways to work, always demonstrating she is a critical thinker and solutions-oriented. She challenges her colleagues to do the same.””