But remote communication isn’t just something that’s important for startups and product companies—it’s equally important for agencies when it comes to client communication.
At Clearleft, we occasionally work with clients right here in Brighton, but that’s the exception. More often than not, the clients are based in London, or somewhere else in the UK. In the case of Code for America, they’re based in San Francisco—that’s eight or nine timezones away (depending on the time of year).
As it turned out, it wasn’t a problem at all. In fact, it worked out nicely. At the end of every day, we had a quick conference call, with two or three people at our end, and two or three people at their end. For us, it was the end of the day: 5:30pm. For them, the day was just starting: 9:30am.
We’d go through what we had been doing during that day, ask any questions that had cropped up over the course of the day, and let them know if there was anything we needed from them. If there was anything we needed from them, they had the whole day to put it together while we went home. The next morning (from our perspective), it would be waiting in our in/drop-boxes.
Meanwhile, from the perspective of Code for America, they were coming into the office every morning and starting the day with a look over our work, as though we had beavering away throughout the night.
Now, it would be easy for me to extrapolate from this that this way of working is great and everyone should do it. But actually, the whole timezone difference was a red herring. The real reason why the communication worked so well throughout the project was because of the people involved.
Right from the start, it was clear that because of time and budget constraints that we’d have to move fast. We wouldn’t have the luxury of debating everything in detail and getting every decision signed off. Instead we had a sort of “rough consensus and running code” approach that worked really well. It worked because everyone understood that was what was happening—if just one person was expecting a more formalised structure, I’m sure it wouldn’t have gone quite so smoothly.
So we provided materials in whatever level of fidelity made sense for the idea under discussion. Sometimes that was a quick sketch. Sometimes it was a fairly high-fidelity mockup. Sometimes it was a module of markup and CSS. Whatever it took.
Most of all, there was a great feeling of trust on both sides of the equation. It was clear right from the start that the people at Code for America were super-smart and weren’t going to make any outlandish or unreasonable requests of Clearleft. Instead they gave us just the right amount of guidance and constraints, while trusting us to make good decisions.
At one point, Jon was almost complaining about not getting pushback on his designs. A nice complaint to have.
Because of the daily transatlantic “stand up” via teleconference, there was a great feeling of inevitability to the project as it came together from idea to execution. Inevitability doesn’t sound like a very sexy attribute of a web project, but it’s far preferable to the kind of project that involves milestones of “big reveals”—the Mad Men approach to project management.
Oh, and we made sure that we kept those transatlantic calls nice and short. They never lasted longer than 10 or 15 minutes. We wanted to avoid the many pitfalls of conference calls.