Podcast: Building the Ultimate Internal Agency with 4 Key Roles

In this episode of the "40 Front Doors" podcast, we focus on running a lean internal agency with four key roles: design researchers, digital strategists/content strategists, UX/UI designers, and low-code engineers. Our discussion explores how these roles, when working together effectively, can deliver outsized results, emulating the output of a much larger team. The discussion also highlights the importance of a well-defined process, including design sprints, content strategy, user stories, funnel design, and low-code engineering, to ensure the success of an internal agency.
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‍Why Build an Internal Agency?

•Most internal teams lack clear structure, processes, and management, which hinders efficiency.

•Addressing these gaps with defined roles and frameworks creates a scalable, high-performing team.

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The Four Essential Roles

1. Design Researcher

•Frames questions, removes bias, and reveals user/customer insights.

•Identifies opportunities for innovation and validates requirements.

•Integral for accurate problem definition and successful design sprints.

2. Digital Strategist & Content Strategist (Combined Role)

•Bridges user needs with business offerings (e.g., websites, apps, or campaigns).

•Drives the project’s narrative and aligns solutions with audience needs.

•Essential for early strategic direction to avoid misaligned outputs.

3 .UX/UI Designer

•Translates insights and strategies into tangible, user-focused designs.

•Informs business decisions with design patterns that enhance usability and brand consistency.

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4. Low Code Engineer

•Builds functional web experiences rapidly using modern low-code tools.

•Prototypes and tests advanced solutions without heavy reliance on native developers.

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Key Processes for Success

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1. Start with a Design Sprint

•A structured five-step process to map challenges, ideate solutions, prioritize concepts, and prototype/test ideas.

•Ensures ideas are validated democratically, not just by seniority or charisma.

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2. Content Strategy First

•Moves content creation to the beginning of the design process.

•Prevents the common pitfall of building “empty houses” (designs without substance).

•Aligns content with audience needs to inform UX/UI effectively.

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3. Scope Management via User Stories

•Converts ideas into actionable user stories and requirements.

•Validates with stakeholders to avoid surprises, scope creep, or misaligned objectives.

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4. Funnel & Journey Design

•Strategists lead the flow of information, supported by UX/UI for best practices.

•Funnels guide user behavior toward measurable outcomes.

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5. Low-Code Deployment

•Uses platforms like Webflow to deliver scalable functionality with a lean team.

•Combines flexibility and speed with reduced dependency on traditional development resources.

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Takeaways

•Content drives strategy, strategy drives UX, and UX supports user needs.

•Generalists with versatile skills are essential for lean teams to deliver outsized results.

•Proper processes and role alignment are critical for efficient and impactful internal teams.

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