PHPucEU 2013 | Sunday, Room 01, Session 01

Topic: Title


  • Judith Andresen
  • Fabian Blechschmidt
  • Rob Searles moc.worbi|bor#moc.worbi|bor
  • Christoph Luehr ed.onimotnep-r|rheul.hpotsirhc#ed.onimotnep-r|rheul.hpotsirhc


Project lifecycle in agencies

client wants a new webpage yesterday
we already booked the tv commercial tv

agency pitches, developes, delivieres, gets money

talk is about the magical stuff happening in the agency

work consists of
people, processes, tools

people are most important because everything relies on people

important question:

where do you find the information you need to develop
- often times: multiple sources, issue trackers, excel forms, file server, mail, chat, skype, wikis
classical management way: you need a plan, write it down, follow it. so managers write everything down, love written communication,

but in agile it's all about direct communication -> mindshift

everyone has tendency to introduce new tools, not wrong, but nobody migrates the old data into the new tool, coexistance of different tools

-> so keep it simple, don't invent a big processes if not needed. change one small thing a time, then change the next thing. incremental change.

make information visible to everyone. if you are using boards for it-> placement is important. the whole team should always see it. also makes priorization more transparent.

visibility and transparency can also be daunting. good failure culture can help.

also important to take time for research, getting new people on board, knowledge transfer. with kanban you can use swimming lanes, like every 10th task you take is out of the non paying bucket for research and so on.
you can also schedule fixed (bi)weekly knowledge transfer meetings. for that also code reviews or pair programming is great for that.

important to remember: most middle european grown ups need a break every 42 minutes until the loose conenctration with code reviews and so on.

if you work in agency on short, 4 week lasting projects with short iterations, scrum often doesnt really work.

is agile really important? actually you just need a working process, it doesn't need to be agile.

it's important also to get management on board if you want to go agile. e.g. send them to agile trainings so that they understand how that changes their company.

"If you don't do retrospectives, you are not agile". Reviews and Retrospectives are very important to learn and improve incrementally your behaviour. it boils down to people, unspoken words, the elephant in the room, search for them and name them. important to solve because it distracts.

trust others/the people to get the job done.

don't be afraid to fire clients.

annoying: constant shift in requirements and priorities. to prevent this: educate the client and work hard to find out what the really want. but it's hard.

keep it simple an don't overdo things.

everyone is important, also clients, designers.

start changing a small thing for the better today.

write tests! it's important. just do it and don't budge on it even if clients don't understand it. learn to say no, learn to estimate.



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