Managing design projects using Agile methods

Manuel Zanettin’s (Chialab) PhD thesis (IUAV) explores the use of the Agile Scrum method to manage visual communication design projects.

For over a decade, we have successfully adopted Agile methods in the management of software product design and development, and have extended this approach to other types of projects (see: Becoming Agile).

These methods consist of a set of values, practices and principles that are widely used and well-documented in software design and development but are not as widespread in the field of visual communication design.

In today’s market, the intense interaction between disciplines, the increasing number of stakeholders involved, and the management of information exchange, timelines and resources make it necessary to optimise processes and costs through a strong alignment of objectives with the client.

We therefore asked ourselves: how can Scrum improve the planning and management of a visual communication design project?

Identifying and documenting the advantages and disadvantages of applying the Scrum method – by far the most widely used Agile method – within the context of visual communication design was the aim of Manuel Zanettin’s industrial PhD research, carried out in collaboration between Chialab and IUAV under the supervision of Prof. Luciano Perondi.

Drawing on our experience, we decided to investigate the factors that contribute to the effective application of Scrum in visual communication design projects:

• stakeholder satisfaction,
• improved planning,
• project quality,
• team efficiency.

On this practical and theoretical basis, six scientific experiments were designed, based on observations of a sample comprising more than 100 participants divided into 19 teams made up of designers, managers and developers who used Scrum, both in an academic context – involving students from ISIA Urbino and Faenza and IUAV in Venice – and in Chialab projects.

The experiments, structured as repeated observations of Scrum teams, addressed various types of projects: graphic design, product design, editorial design, type design and game design.

The data and observations gathered during the experimental phase were cross-analysed to develop guidelines for applying Scrum in visual communication design, which can facilitate cooperation between project teams and clients in achieving jointly set objectives.

Similarly, Scrum proved helpful in strengthening the link between the design and development phases of projects, which are often difficult to coordinate.

The findings of this thesis assist in forming, structuring and supporting efficient teams capable of meeting clients’ objectives and requirements in operational contexts such as:

• software projects integrating design and development,
• consultancy for building teams dedicated to the publishing sector,
• the development of research and experimentation involving design and project management methods.

This research also lays the foundations for further scientific investigation, capable of consolidating a currently under-researched paradigm: the use of Scrum in communication design projects.

Manuel Zanettin

IUAV University of Venice
Chialab s.r.l. Industrial PhD Programme
Department of Architecture, City and Design
Research area: Design Sciences, 36th Cohort
Supervisor: Prof. Luciano Perondi

Contact details:
manuel.zanettin@chialab.it

Read the full thesis:
AirIuav
ResearchGate