If your image production team is struggling to keep up with the demand of e-commerce product images or you are running at the brink of capacity, it may be time to re-tool your image production workflow. These brief six steps are easy to master and can be implemented right away.
Discover and document your existing workflow How do product images arrive at the final point of delivery? By documenting the steps from creation to use, a clear map of the process shows the resources and time needed to complete the image production. Suggested items: - product arrival/assembly/delivery to set - set preparation (lighting/grip/camera) - product styling - image capture - asset identification (filename, metadata, keywords) - product return/packing/delivery to stock - post-production (color, resolution, touch-ups, background removal, sizing for use) TIP: Ask the people involved in the process to write their activity on colored sticky notes to help map out the process. For small teams, this exercise takes about 20 minutes. Analyze the workflow process Now that you have the process visually, look for improvements that save time and/or steps. Suggested areas: - are the products flowing through the imaging process smoothly, or require several handling steps that can be consolidated into a few? - how are stylists preparing the next product for photographers to capture? - how are photographers preparing asset identification? - are there areas in the workflow where work is waiting for the previous or next step? - are there interruptions in the workflow? TIP: Benchmarking is a great tool to determine how your team compares to peers; examples: how long should it take to produce the images needed and what resources are typically required? This will help identify time and resource gaps for improvement! Redesign your workflow This step envisions the new process and involves the stakeholders of your production team (and possibly internal marketing, e-commerce, IT) to achieve your performance goals. Set aside the current process from above so you are not influenced by the “as-is” and think about how to exceed your client’s needs: Suggested needs: - faster turnaround - higher resolution images - consistent color quality - identical backgrounds - multiple angles - product usage Next, consider ways to remove costs from the workflow; can steps be reduced or eliminated? (use a barcode reader to enter item name instead of typing) And, are there areas where time can be recovered? (Automation is key: rig for multiple angles, background removal, stylist/photographer ratio) TIP: Attack the biggest time-wasters in the workflow first; then set your measurement KPI’s (key performance indicators) such as time to produce a single image, cost to produce single image, number of rejects, number of delays - these measurements relate back to your goals. Acquire the Resources If your workflow redesign includes new roles for people and/or new technology to automate tasks, you will need to acquire these resources through Human Resources and Information Technology. For example, during peak image production periods, temporary stylists and photographers are additional resources that can expand/collapse as needed (depending on availability of local skilled people). Technology resources such as computers, software, and devices (like StyleShoots) can be deployed to automate imaging processes, such as automatic background removal and consistent image appearance. Implement your workflow Pick a new project to begin the new workflow and use this as the pilot test. This will help everyone on the team transition into the new process and provide important feedback for any adjustments that need to be made. Measure your KPI’s to confirm that you are producing better outcomes and achieving your goals. TIP: Communication is the key - stay focused on the benefits and reasons for the new workflow and be flexible with the small details that will present during the change. Continually Improve Now that you have implemented a new workflow, monitor your environment to see where you can make small, incremental improvements to the workflow - this type of mindset is open to new ideas, best practices, and suggestions from all participants in the image production process. This will enable your team to respond quickly to changes in the market, consistently out-perform competitors, and earn visibility from the organization; which often leads to increased access to budget resources and team promotion growth to greater responsibilities. Want to dive deeper? This article was adapted from the Harvard Business Review Press, "Improving business processes: expert solutions to everyday challenges", 2010, Boston Massachusetts
