How to Identify and Fix Bottlenecks in Creative Operations
Using the DMAIC Framework to Unlock Team Efficiency
When your creative team is doing everything “right” but still missing deadlines — chances are you’re dealing with a bottleneck.
Bottlenecks are frustrating because they slow down progress in ways that feel out of your hands. But with the right process and tools you can identify the root cause of delays and implement changes that make an immediate measurable impact.
Let’s walk through how to do that using the DMAIC framework, a popular approach in Six Sigma for solving process problems.
What is DMAIC and Why Is It Used?
DMAIC stands for Define, Measure, Analyze, Improve, and Control– a structured process improvement framework rooted in Six Sigma methodology. It’s widely used because it offers a clear, step-by-step approach to identifying the root causes of inefficiencies and making measurable improvements. Whether you're optimizing marketing workflows or addressing delays in product development, DMAIC helps teams focus on data-driven decision-making and continuous improvement, making it an ideal approach for solving bottlenecks in business processes.
Scenario:
After months of consistent on time delivery of creative assets, suddenly your creative team is delivering assets late, asking for extensions, or delivering in batches.
✅ Step 1: Define the Problem
Start by naming the bottleneck clearly. Who is affected? What’s delayed? How does it impact business outcomes?
Common Causes:
Ticket Volume - More requests are being submitted than prior periods, resulting in bandwidth constraints.
Approvals Delays - There is not enough time buffered for all approvers and their feedback, resulting in delayed delivery.
Incomplete Requests - Asset requests are incomplete or unclear, resulting in greater than average revisions.
Resourcing - Changes in staff have resulted in fewer creative resources to produce assets.
Rush Requests - Requesters are not submitting requests within standard lead times, resulting in rush requests that impact the broader pipeline
Each of these is a clear, recurring friction point. Your goal here is to define it in a way that ties directly to performance or impact.
📊 Step 2: Measure What’s Happening
Use real numbers or observable facts. You don’t need to be a data analyst, just track things like:
Ticket Volume - What is your baseline average number of requests per month? How has that changed month over month?
Approvals Delays - On average, how long does it take for an asset to make it through all approvals? How is this time impacted if each approver has revisions?
Incomplete Requests - On average, how many versions does it take for an asset to be approved? This may vary by asset type (print vs. social)
Resourcing - How is work distributed among creative resources? Is the workload equitable? How does this vary by request type?
Rush Requests - How many requests are falling outside the standard lead times? Is there a common trend among these requests?
Example: “On average, 3 rounds of feedback across 5 stakeholders delay content approvals by 8+ days per campaign.”
This helps you build a case and spot patterns.
🔍 Step 3: Analyze the Cause
Ask why it’s happening.
Is there too much dependency on one person?
Are roles and responsibilities unclear?
Is your process bloated or overly manual?
Are decision-makers unavailable at critical points?
Use root cause tools like a simple 5 Whys or a Fishbone/Ishikawa Diagram (if you’re visual). This step gives you confidence that you’re addressing the real issue, not just symptoms.
🛠️ Step 4: Improve with Targeted Changes
Based on your analysis, identify one or two low-lift improvements. You don’t need to rebuild the entire workflow, just find the quickest fix that unblocks progress.
Example Fixes:
Ticket Volume →
Implement a monthly utilization report to monitor team load
Develop a prioritization strategy to triage incoming work
Use dashboards in tools like Asana to keep close eye on changes in ticket volume
Approvals Delays →
Implement a Creative Review meeting to ensure a dedicated time to get alignment across stakeholders
Use tools like StreamWork to automate your approvals routing
Incomplete Requests →
Use intake forms and automations in Asana to ensure tickets are fully complete
Establish the norm that tickets cannot begin work until all information is available
Resourcing →
Analyze past data to identify trends in the calendar when there are more requests
Closely monitor bandwidth using tools like Asana
Rush Requests →
Enforce lead times and use data to demonstrate the cost of last-minute work
Identify trends in rush requests and strategize solutions to mitigate the impact
Even small tweaks can unlock major improvements. Focus on the fix that creates the most breathing room for your team, then build from there.
🔁 Step 5: Control and Communicate
Once you implement changes, keep an eye on the results.
Did turnaround time improve?
Did missed deadlines go down?
Is the team feeling more empowered?
Even better– bring the improvement story to leadership. Not only will they appreciate the initiative, but it’s also a great way to build trust and make the case for additional changes or resources.
Final Thoughts
Bottlenecks are often the hidden reason teams miss deadlines, feel overwhelmed, or fall short of their goals. With a structured approach like DMAIC, you can get clarity on the root issue and make focused changes that drive measurable results.
If you’re ready to go deeper, or want support identifying the right fix for your team– I offer coaching and team workshops designed to turn process problems into sustainable improvements.