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Sprint Structure

Originally developed by Google Ventures who published the SPRINT framework in 2016. A design sprint is a time-constrained, five-phase process that uses design thinking with the aim of reducing the risk when bringing a new product, service or a feature to the market. It is a quick and fast way to define/align on problems, understand a user, and generate ideas.

It is important to choose the right tool for the job, here at Ampush we have adapted the sprint structure to fit the engineering bandwidth allocated to that specific partnership. The larger the client, the more engineering resources that will be available to that partnership.

Design Sprint Definition

Background Information

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Sprint Structure

The first step is to determine the due date of your design and you will then begin to work backwards from there. QA takes a week, development takes a week, and generally a design and client approvals will take two weeks (Total 4 weeks for design to be shipped). Factor in all these elements and use this information to help you determine when you should start and submit your work for the engineering sprint (which begins every Tuesday).

Sprints start every Tuesday. There is a Sprint planning meeting at 7 AM PST and scrums every day, but time varies depending on the team you are on.

Beginning The Sprint

Background Continued

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Sprint Structure

Growth Marketing / Product Manager (GM/PM)

Owns backlog and roadmap
External facing
Test setup and data capture/analysis
Work with ENG team to strategize and QA pages

Full-Time UI/UX Designer

Owns backlog and roadmap
External facing
Design execution
QA Pages

CE Analyst

External facing
Test setup and data capture/analysis
Work with ENG team to strategize and QA pages

Contract UI/UX Designer

Internal facing
Design execution
QA Pages

CE Team Roles

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Sprint Structure

Daily Standups/Scrum - when the team meets to go over daily priorities and any team updates.
CE Prioritization & Concepting - when the CE team prioritizes this week’s project and starts conceptualizing it.
Innovation Sync - A holding time for a brainstorming session (can be “booked” by anyone).
Roadmap Review - When we go over any strategy changes and also review mocks as a team.
CE Deep Dive - When the CE team analyzes the performance of the built pages and how to strategize moving forward.
CE Hub/Backlog - Where we catalog and prioritize (ICE Framework) for future and past tasks to complete according to the roadmap strategy.
Roadmapping - Planning documentation to support strategic and long-range planning, by matching short-term and long-term goals with specific solutions based on need.
Design Logic doc - Documentend design behaviors and hypotheses drawn from previous background research and user data.
Partnership Feedback - Edit requests or changes made coming straight from the client that have little room for pushback or interpretation because of brand guidelines.
Critique/Feedback - (Internal/External) Design suggestions or edit requests that come from the internal or external team that have more room for pushback or interpretation because it is further along in the design process.
Sketching/Wireframing - By creating an outline of a layout’s basic structure and flow, it helps to explore divergent ideas from sketches when moving to a digital workspace.
Low Fidelity Designs - (Lo-Fi Designs) Usually on a digital workspace, the intentionally basic layouts are made to focus on design and flow rather than intricate details.
High Fidelity Designs - (Hi-Fi Designs) A digital interactive representation of the product or webpage in the closest resemblance to the final version’s details and functionality.
Figma - Web-based vector graphics editor and prototyping tool, which is primarily used for UX or CE design.
Jira - Software developed by Atlassian that allows bug tracking and agile project management.
Quality Assurance - (QA) Is the stage of development designed to catch any errors in staging before the web page or product is shipped.
WTO/Plover Split - (External: Web Traffic Optimization) An A/B test that splits a certain percentage of web traffic from a dummy or vanity URL that is placed on an Ampush creative ad that leads either to our control or CRO variant.
Analytical tools - (AMP, Hotjar, Crazy Egg, Fullstory, Facebook, etc) Different partners give Ampush varying levels of data clearance for facebook/google analytics that are handled by a GM/PM or an analyst. Other types of analytical tools are available to designers such as Hotjar and Fullstory to assess underlying user behavior with heatmaps and screen recordings.

CE Terms Glossary

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Sprint Structure

1. Discover

Designer Timeline [3 Weeks ]

GM/PM Timeline [6 Weeks ]

Sprint Steps

5. Analyze/Learn

2. Plan/Explore

3. Create

4. Finalize

Find Inspiration

Innovation Syncs

Prioritization Syncs

Competitive Analysis or Audit

Strategy documentation

Sketching/Wireframing

Partnership feedback

HiFi Designs

Critique/Feedback (Internal/External)

Design logic doc

Create Jira Ticket

QAing

Establish plover split (CE Lead)

Analyze with tools (AMP, Hotjar, Crazy Egg, Facebook, etc)

Document and Archive Learnings

Report results to client (CE lead)

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Sprint Structure

GMPM strategy for launching pages/plovers

Develop a concept, ideate in a collective setting, and build out initial concepting with designer

Set up 3 rounds of internal and external feedback to designer

Sync with the engineering team to develop and QA the landing page + with the creative team for accompanying creatives

Determine whether we want to split test + coordinate with analyst to launch landing pages in account

Use internal and external tools to determine performance lift and areas of opportunity

Focus

Action

Timeline

Ideation and Design

Week 1

Edits based on feedback

Week 2-3

Engineering + creative development

Week 3

Launch strategy

Week 4

Test and analyze results

Week 5

Plot out landing page and CRO testing on quarterly and bi-annual cadence based on tentpole events

Plan LPs by business need

Long term

Determine whether we would like to iterate and test and/or port learnings to other pages

Iteration

Week 6

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Sprint Structure

During a design sprint a designer needs to keep up with multiple ongoing tasks. (EX. daily standups, innovation syncs, and starting new designs all at once) Time management and prioritization are crucial to being successful in managing a design cadence.

PRO TIP: Find times that you are most productive and give you energy. Also try to get feedback at the weekly UI/UX crit meetings. Everyone is different and things that work for other may not necessarily work for you.

Managing a design cadence

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Sprint Structure

When strategizing and prioritizing for multiple projects the CE HUB/Backlog is the document that keeps the team organized and on track. Depending on what team you are on the tool that is used can vary.

CE Hub/Backlog example

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Sprint Structure

GM/PM strategy for launching pages/plovers

What are Plover splits?

Plover is a Web Traffic Optimization (WTO) tool that can split traffic between different variants of the same page to determine conversion rate lift (i.e. pop-up vs no pop-up

How is the split strategy made?

Baseline is to use a 50/50 split. Dependent on whether we have historic data, we can adjust based on the variant’s probability of success. We have the option to change traffic splits, pending performance.

How do we analyze results?

Dashboards analyze the respective conversion rate lift of each variant when compared to the control. We can use tools like Hotjar to examine user behavior qualitatively in the form of recordings and heat maps

Banner Timer

Gold Control

Pop-Up

Sample Variants On the Same Set of Pages

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Sprint Structure

Create a Jira Ticket
Write Summary of design.
Submit ticket by Monday EOD to correct Jira board (EX: Lion = Blenders/Andie)
Wait for feedback from “Cybage” the company we outsource development to
Reply to comments on the Jira Ticket/ENG slack channel
Write updates in google QA sheet
Update figma mocks as needed to reflect QA/Feedback

Shipping a design for ENG

QA - Jira and Slack ENG channel

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Confidential

CE/CRO Sprint Case Study

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Sprint Structure

On Starz, the performance of CE on a premiere weekend generates the most important numbers for our share of the partnership, this type of event can be equated to a major sale period of another account such as labor day. In preparation for the raising Power Book III: Raising Kanan premiere the Starz Domestic CE team prepared a direct response page (DR) to boost the overall conversion rate.

Major Premiere Weekend

Overview

Based on Ampush’s contract structure with Starz the total volume cap is set at 30% which CE splits with second presence and influencers on a monthly basis to not outperform the in-house Starz team. Premiere weekend for Power Book III: Raising Kanan exceeded this limit at 55% within one day.

Contract Structure Limits

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Sprint Structure

May Hu

Associate GM/PM

Jake Herbig

Contract UI/UX Designer

Team Roles

Timeline [3-4 Weeks ]

Ideation, Wireframing, Asset Curation, Critique (Internal/External), QA, Plover Split

Ideation, Wireframing, Design Execution, Feedback Implementation, Design Logic Documentation.

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Sprint Structure

Initial Constraints/Pain Points

Client Optics

Style Guide

Limited assets

1 wk timeline

Approvals dates are inconsistent and asset delivery is delayed.

Starz has a very strict branding/style guide that limits design possibilities.

There was only 9 selected Gifs and only half of the power branding available.

ENG requires the HiFi designs within a week to build the page on time.

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Sprint Structure

STARZ Branding/Style Guide

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Sprint Structure

Assumptions Made

Previous Inspiration/Data

Based on past iterations and performance data taken from CE Phase 1 has led us to make a few initial assumptions on things we should incorporate into this new major premiere for CE Phase 2.

3. Main characters stand out when they are cut out and placed together on a background related to the show (EX. Cityscape of NYC).

4. Users pay more attention to dynamic ads and videos compared to static imagery.

2. Successful DR pages are on the shorter side and feature a prominent CTA in the header and throughout the layout.

1. Curtis “50 Cent” Jackson may not be associated directly with the storyline, but anything featuring him contributes to a more positive CTR.

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Sprint Structure

Affinity Mapping

Key

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Sprint Structure

Cluster Sorting

Key

Winner

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Sprint Structure

LoFi to HiFi Design

Choose a side wireframes

HiFi mockups link

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Sprint Structure

On tracked heatmaps, there is a 90% | 10% split on mobile versus desktop traffic, which is highlighted in overwhelming number of taps on mobile vs desktop.

From our early assumptions we set up A/B testing for a CRO variant, which GIFs are clickable into the buy flow, has seen a 51% higher CR since launch than the control alone.

(Validating the assumption that users pay more attention to dynamic ads and videos compared to static imagery.)

Utilizing Hotjar

Analytical learnings

10% (55 Views)

90% (495 Views)

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Sprint Structure

Raising Kanan: Choose Wisely LP drove 8% of total premiere weekend volume, at a CR 425% higher than the Core average buy flow.

For Ampush this page alone drove 67% of our monthly revenue goal with starz and had a 129% higher APM than the rest of the portfolio that weekend.

Our contract limit of 30% revenue needed to be renegotiated within the first 24hrs to keep the page online. Also, the inhouse team adopted the page for themselves to run within 1 day vs 2-3 months on previous pages, opening an avenue of incremental volume during premieres for Ampush

Contract Restructure

Premiere Weekend Results