Guy Carberry /

What I’ve learned as a UX Director for a digital agency

Guy Carberry, 23 August 2024

I joined Torpedo as the UX Director in January 2022 after twenty years working in Online Student Support at The Open University. Now, with nearly three years of experience under my belt, I thought I’d reflect on my time and what I’ve learned about the commercial world of B2B UX in a digital agency context.

Passionate, welcoming, and highly intelligent employees

First impressions matter, and I will always remember being greeted on my first day at the office by the warm, friendly face of Zoe, the then Office Manager. She genuinely seemed pleased that I’d joined the company, and I received a similar welcome from everyone else I met that day. It felt like I was going to be bringing great things to Torpedo—a nice feeling, though it also triggered a slight sense of imposter syndrome!

Everyone I met was incredibly knowledgeable about their craft, from the people in Client Services managing the relationships and accounts to the creative specialists in design, brand, motion, and, of course, my own team in UX.

It definitely helped that Andrew, the company CEO, had a background in UX and had been gently weaving in methods and techniques across the company over the years. It took me years to get UX established properly at the OU, often feeling like I was climbing ever-steeper hills and fending off the nay-sayers. To suddenly be surrounded by people who just got it and passionately cared about progressing within their craft was fantastic.

Robust processes

One of the most striking differences I noticed at Torpedo was the presence of well-established, robust processes. Unlike my previous experience, where assumptions about how things worked were often made without much scrutiny, Torpedo had clear guidelines and protocols in place. This not only made my transition smoother but also ensured that projects moved forward efficiently.

Dedication to IT security

Another aspect that stood out was the company’s dedication to IT security. In a digital agency where we handle sensitive client data and work on high-stakes projects, the emphasis on security cannot be overstated. The rigorous measures in place reassured me that we were protecting both our work and our clients' interests.

Not reinventing the wheel

One of the lessons I’ve learned is the importance of not reinventing the wheel. At Torpedo, there is a strong focus on becoming more efficient by building on existing processes and frameworks rather than starting from scratch every time. This approach has not only saved time but also allowed us to focus our creative energies where they matter most.

Things get done quickly

In this environment, things get done quickly. There’s a sense of urgency and efficiency in how we operate, which contrasts sharply with my previous experiences in the public sector. Decisions are made swiftly, and the team is quick to act, ensuring that projects progress at a rapid pace.

Autonomy and freedom to innovate

One of the most liberating aspects of my role at Torpedo is the autonomy I’ve been granted. There’s less bureaucracy here—less need to ask for internal permission and fewer people protecting themselves and their positions. This freedom has allowed me to innovate and experiment without the constant need for sign-offs, which can be a significant hindrance in other organisations.

Flat hierarchy

Another pleasant surprise was discovering the flat hierarchy at Torpedo. Unlike the multi-layered hierarchy I was used to after twenty years in Higher Education, Torpedo encourages open communication across all levels. Everybody is free to chat with anyone else without needing to filter communication through layers of management. This is one of the reasons things move at such a glacial pace in the public sector. At Torpedo, communication bottlenecks are swept aside in favour of a ‘just do it' attitude.

Well-equipped office and equipment

I had to work really hard to get and retain my 27” iMac in my previous job, especially since the organisation was very much a Microsoft shop with all employees receiving the same Windows-based laptops to work off. It was a treat to be handed a brand-new MacBook Pro at Torpedo and to see that all other employees were given the same treatment. Added to that, Torpedo HQ is set in a tranquil Oxfordshire barn conversion with on-site tennis courts, a farm shop, and a heated outdoor swimming pool!

Timesheets do not bring joy

I wasn’t used to timesheets. I’m not one to watch the clock much, and my ENFP personality isn’t one for being bound by time constraints. Logging time as I go is anathema to me, but saving it all up until the end of the week is equally painful. While this kind of admin is never going to float my boat, it’s definitely a necessary evil in a world where client invoices pay the bills.

Holiday allowance

I was very lucky to get 33 days of holiday plus 8 bank holidays and 3 days off during Christmas while at the OU. That’s 44 days off. There’s no such equivalent in the private sector. It’s 25 days here at Torpedo, three of which must be used over the Christmas closure period. You do still get the 8 bank holidays, though. So, that’s 11 days less than I was used to. It meant I had to plan my holidays for the first time in 20 years.

Pitches are fun

In the commercial world, you have to get out and win business. You’re competing with other agencies, and simply putting out your estimate isn’t going to bring home the bacon. Time needs to be put aside to prepare unique, creative work for free in the hope that it will lure the client in. Having prepared the latest and greatest slide deck and been selected to pitch, you then get to sit in front of the potential client and associated stakeholders to put your best foot forward. I absolutely love this part of the job and the new and interesting questions that get thrown up. But it does take people away from the day-to-day client work, which can be an interesting resource challenge.

High-pressure environment

The agency world is undeniably a high-pressure environment. The need to adapt or die is real, and having a clear vision can sometimes be challenging amidst the chaos. Tight deadlines and high expectations are the norms, and while this can be exhilarating, it also demands a lot of mental and emotional energy.

Commitment to learning and development

One of the aspects I appreciate most is Torpedo’s commitment to learning and development. All-hands meetings and knowledge-sharing sessions work well, offering plenty of opportunities to learn new things even when development budgets are squeezed. This culture of continuous learning keeps everyone on their toes and ensures that we’re always improving our craft.

Fun, causal vibe

Despite the pressures, Torpedo manages to maintain a fun, casual atmosphere. From Christmas parties to summer events, there’s a strong sense of camaraderie and enjoyment. These events provide a much-needed break from the intensity of the work and help build stronger relationships within the team.

Collaboration across disciplines

One of the biggest advantages of working at a full-service agency like Torpedo is the close collaboration across disciplines. Interdisciplinary collaboration—whether with marketing, branding, creative, or motion teams—means we learn from and understand different perspectives. This integration of UX across the business opens up new opportunities and ensures that our work is informed by a rich diversity of insights.

Designers, developers, strategists, and creative folk provide a rich pool of resources to draw from, resulting in high-quality end products. This collaboration also fosters a deeper understanding of how UX fits into the broader business context, which has been invaluable to my work.

Creative environment

Torpedo’s creative environment is another highlight. There’s boundless creativity and opportunity here, with an innovative culture that encourages experimentation. We’re constantly bringing learnings from one client or project to another, even across completely different sectors. This creativity extends not just to the work we produce but also to new ways of working and methods, keeping the work fresh and engaging.

The fast pace of work means fast thinking and engaging problem-solving brains. It’s a challenging but incredibly stimulating environment to work in.

Long hours and burnout risk

However, the fast pace and high expectations do come with a downside. Long hours are common, and the risk of burnout is real. Maintaining a work-life balance can be tough, especially when you’re constantly switching contexts, moving between different user bases and industries. It’s essential to keep an eye on your own well-being and ensure that you’re not stretching yourself too thin.

Diverse client and project exposure

One of the major benefits of working in an agency is the variety of clients and industries you get to work with. From tech startups to established B2B giants, the diversity of projects keeps things interesting and ensures that no two days are ever the same.

Client interaction and influence

Direct client interaction is another key aspect of the role. As a UX Director, I’ve had the opportunity to exert significant strategic influence, helping shape the direction of projects from the outset. It’s rewarding to be respected by clients for our expertise and to see the impact of our work on their businesses.

Client-centric challenges

That said, client-centric challenges are part and parcel of agency life. Not all clients have the same level of UX maturity, and their expectations don’t always align with best practices. This often requires a delicate balance of negotiation, persuasion, and education, which can be time-consuming and isn’t always chargeable.

In B2B, lead generation is often the primary focus, and marketing speak is alive and well. This means that we sometimes don’t have the time to dive deep into the work as much as we’d like. Interestingly, I’ve noticed that some companies outsource even the most basic work, which has been eye-opening.

When I first joined, specialists often didn’t get to speak directly with the clients, and communication was diluted through account handlers. This has improved now, but it’s something to be mindful of in agency life.

Resource constraints

Resource constraints are another challenge. Limited time and budget, competing priorities, and managing expectations all come with the territory. Planning ahead can be a luxury when you’re constantly juggling multiple projects, and scope creep is an ever-present concern.

Variable project quality and scope

The quality and scope of projects can vary significantly. While it’s exciting to work on high-impact, innovative projects, there are also times when the work is less satisfying. Keeping the customer happy sometimes means adapting to changing requirements, even when it’s not ideal from a UX perspective.

Conclusion

My experience as a UX Director at Torpedo has been highly rewarding, with plenty of challenges and problems to solve. The pace, the diversity of work, and the opportunity to collaborate with talented individuals have all contributed to my growth. However, it’s crucial to keep an eye on your own well-being, be open and honest, stay adaptable, and accept that things change. Ultimately, people are just people, and communication is key.

Get in touch

I'm always up for a chat. You'll find me on LinkedIn, WhatsApp and Gmail (guycarberry).

Copyright © 2021-Now Guy Carberry.

Site last updated 29 August 2024.