Program Management Case Study
Transforming Creative Services with CONWIP: A Lean Approach to Workflow Efficiency
In 2018, as Senior Marketing Manager at PrimeLending, I identified a critical need to improve workflow efficiency and accountability within the Creative Services team. Traditional project management frameworks like SCRUM were not a viable option due to the nature of our work, which required continuous intake of projects. To address these challenges, I introduced the CONWIP (Constant Work In Progress) system, a lean manufacturing process adapted from the auto industry, to enhance transparency, productivity, and overall workflow efficiency.
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Challenge
The Creative Services team—comprised of copywriters, designers, and account managers—operated under a service level agreement of 2-10 business days, depending on project scope. However, inefficiencies arose due to:
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Lack of accountability in project intake, leading to incomplete information from account managers.
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Bottlenecks in the creative process due to missing details, causing excessive revisions.
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Extended project timelines, delaying new project initiation.
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Limited bandwidth to support growing digital marketing initiatives.
Solution
To create a more effective workflow, I implemented CONWIP, a system designed to maintain a balanced and continuous flow of projects while ensuring that team members focused only on what could be managed effectively at any given time.
Approach
Implementation
Daily Stand-Ups
The core of the CONWIP system was a daily, in-person stand-up meeting where all team members gathered to review project progress. Each project was represented by a post-it note on a physical whiteboard.
Project Prioritization
New projects entered a "parking lot" and moved through the workflow only when bandwidth was available.
Task Assignments
Work was prioritized based on who in the process (copywriting, design, or account management) was available to take on the next task.
Virtual Transition
In 2020, the system transitioned to an online format due to remote work requirements, leveraging Trello for tracking and daily virtual stand-up meetings for team alignment.
What is CONWIP?
CONWIP is a pull-based production control system that maintains a steady level of work-in-progress (WIP). Unlike push systems that schedule and load work in advance, CONWIP initiates new work only when a completed task exits the system. Originally introduced in 1990 by Spearman, Woodruff, and Hopp, CONWIP offers a simplified alternative to kanban by using a single set of cards to manage the entire system’s WIP—making it easier to implement and adapt across industries.
Results
The adoption of CONWIP led to significant improvements:
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Faster Turnaround Times
Streamlining project intake and prioritization reduced delays and ensured projects moved through the pipeline efficiently.
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Reduced Revisions
Improved accountability in the initial intake process led to better-prepared project briefs, minimizing rounds of revisions and change orders.
Increased Bandwidth for Digital Initiatives
By reducing inefficiencies, the team could take on more strategic digital marketing projects without overextending resources.
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Enhanced Team Collaboration
The daily stand-ups fostered transparency and improved communication among copywriters, designers, and account managers.
The implementation of CONWIP transformed the Creative Services team’s workflow at PrimeLending, making it more agile and responsive while maintaining high-quality output. By adapting lean principles to a creative environment, the team was able to enhance efficiency, accountability, and overall project management, ultimately driving greater value for the organization.