AdZu is an Omnicom marketing software which automates the ad production.
The software has been developed without users.
Now progressively launching, feedback shows multiple usability issues.
1 to 4 / Discover, Define
I started to collect internal feedback and opinions (customer team, sales team, product team, management). This helped the communication and further meetings were held by the management.
5 to 7 / Inspire, Ideate & Prototype
The other outcome was the user-flow optimisation across the software. Flow hypotheses were translated into paper prototypes.
8 / Test
Then, we tested different prototypes.
Workflow based on interviews and workshops with CEO, strategists, creatives, designers, media planners
Complicated screen: Cluttered, un-clear/un-consistent layout and wording.
Complicated flow: Siloed/hidden functionalities.
Task flow rationalisation, info/functionalities hierarchisation and visual language modernisation.