Los Angeles, June 8th, 2023

Milkinside is a disruptive digital agency that works at the intersection of strategy and art, partnering with companies that span industries and time zones. Over two dozen dreamers, designers, strategists and technologies contribute to the products and experiences they create, bringing human insights to each client’s needs.

Ashley Goossen Grimshaw is a Digital Producer at Milkinside, working from Los Angeles. In an interview with TIA, she went through her career in the digital industry after some early work in journalism and highlighted the many features of Milkinside. She also described her role as project manager and how she measures project success.

To kick things off, as a local, what would you recommend doing there when visiting Los Angeles?

It’s cliche, but hiking in the hills. You wouldn’t necessarily expect it if you didn’t know much about L.A., but depending on what trail you’re hiking, you can go miles without seeing another person or the L.A. skyline. You would never guess that you were in the middle of one of the largest metropolitan areas in North America, and I love that.

What led you to have a career in digital?

Prior to joining Milkinside, my professional life had primarily been in journalism. I loved working in that field because I loved feeling like I was always in the know – like I was connected and in tune with what was going on in the world. Transitioning to the digital industry, I discovered a parallel experience. In this industry, a huge part of my job is staying up to date on the latest trends and technologies. The ever-evolving nature of digital is what I think made it so enticing for me, and is what encouraged me to completely shift gears in my career path.

Where do you spend most of your time, and what does a typical day for you entail?

I tend to spend most of my time (especially during the week) in Franklin Village. It’s just down the road from where I live, and has everything I could need: a great coffee shop, diner, grocery store, and pub.

A typical day for me starts with a morning walk down to Franklin Village with my husband. We grab a coffee there before diving into work. Mornings are all about collaborating with the production team, meeting with clients, and project and design reviews. As the day progresses, I typically have more time to work on scoping new projects, answering client emails, and tending to more administrative tasks. And once the workday winds down, you’ll often find me at the gym to get a quick run in before dinner.

What makes Milkinside stand out?

Milkinside is not your typical design agency. Our brilliant team of artists and designers go above and beyond to create visually captivating, future-facing, and intuitive designs that leave a lasting impression. But what truly sets us apart is our dedication to our client partners. We actively involve our clients and collaborate with them in the design process, valuing their input every step of the way.

Does the agency have its eyes on any particular new market?

At Milkinside, we embrace the freedom of not confining ourselves to a single market space. Instead, we thrive on the versatility that comes with serving a diverse range of clients. Our track record includes crafting award-winning experiences and designs across a broad spectrum of industries, from fintech and travel to automotive and AI. By constantly venturing into new territories, we stay at the forefront of innovation and bring fresh perspectives to every project we undertake.

Can you discuss the strategies that an agency can adopt to stay ahead in the ever-evolving industry landscape?

To stay ahead of the curve, Milkinside works to foster a culture of continuous learning, encouraging both designers and producers to stay updated with emerging technologies. When designing, our teams also tend to adopt a user-centric design approach, on top of building strong, collaborative, and trusting relationships with our client partners.

What are the most common challenges you face as a Project Manager, and how do you address them?

As a Project Manager, I encounter a range of common challenges that keep me on my toes. From managing project scope, time, and resources to effective communication and risk assessment, there’s never a dull moment. To overcome these hurdles, from the jump, I dive into defining clear project scope, crafting detailed schedules, maximizing resource allocation, and nurturing open lines of communication.

How do you ensure effective communication and collaboration within your project team?

Successful outcomes rely on effective communication and collaboration within my project team. At Milkinside, we prioritize open channels, regular meetings, and collaboration tools to streamline our interactions. Creating a supportive environment with clear roles encourages active participation and idea sharing. I strike a balance between being available for support and respecting focused work time, fostering a culture of openness, collaboration, and accountability. Through these efforts, we achieve effective teamwork and drive our projects towards success.

What techniques or tools do you use to measure project success?

At Milkinside, we have a passion for measuring project success in a way that ensures our clients feel confident in the project from day one. We leverage collaboration and project management tools like ClickUp to keep things running smoothly, and by setting clear objectives, we track progress and ensure we’re hitting our targets. ClickUp has become our trusty companion, keeping us in tune with timelines, milestones, and task completion. With regular project status reporting and comprehensive reviews, we gather invaluable insights and fine-tune our approach as needed.

How do you manage project risks and mitigate potential issues?

In the realm of managing project risks, I’ve learned that open communication and prompt action play a vital role. Staying attuned to clients’ expectations and having a “Plan B” ready to go are key ingredients in effectively mitigating potential issues.

When looking at the technological landscape today, what makes you think “wow”?

In the dynamic technological landscape of today, there are countless things that make me say “wow.” That said, what truly captivates me is beautiful, smooth, and effortless motion design that seamlessly carries the story. When technology is coupled with exceptional motion design, it elevates the entire experience to new heights. Unbiasedly (of course), I have to say that this is an area where Milkinside shines. Our designers have a knack for crafting experiences that give you the sensation of interacting with a living, breathing creation.

Do you think someone can get into the field without educational experience in a school environment?

While formal education can absolutely be valuable (for many reasons), it’s not the only path to enter this industry. For creatives aspiring to join the industry, I’d say focus on building a strong portfolio that showcases your design thinking, problem-solving abilities, and understanding of user experience. Engage in personal projects and online courses to gain experience, stay updated with industry trends, and don’t be afraid to network!

Are there any readings, podcasts or other resources that you enjoy or recommend?

I highly recommend Crooked Media’s “Pod Save America” to anyone interested in American politics. Another go-to for me is “The Daily” by The New York Times. Additionally, the BBC’s “In Our Time” podcast is a favorite of mine – the host, Melvyn Bragg, is fantastic, and the topics are always so varied and interesting! In terms of reading, I’ve recently delved into the works of Wilkie Collins, including “The Moonstone,” “The Woman in White,” and “Armadale,” all of which have been great reads. Lastly, the poems of Dylan Thomas will always be a staple for me, as well as the poems of Stevie Smith.

What’s the next skill (tech or non-tech related) you plan on learning?

Chess! I’ve always wanted to learn!

Where do you go to escape from the city?

Vegas (of course)

What is your favorite season in Los Angeles?

Spring – the weather is at its best!

Can you name a fun-fact people would be surprised to learn about you?

From 2015 to 2017, I moved to Germany to do my Master’s in European Studies, Politics, and Law at the University of Bonn. One of the best possible experiences!

Thanks Ashley!

• Learn more about Milkinside at https://milkinside.com/
• Follow Milkinside on social media:

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• Follow Ashley on social media:

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