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Omnicom, research and UX for marketing production software

Role

Strategy
Research
UX

Client

Omnicom

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.

1 / Assess
Understanding the current situation and the UX need

Workflow based on interviews and workshops with CEO, strategists, creatives, designers, media planners

2 / Discover
Understanding the collective vision for the software and turning it in actionable UX

Complicated screen: Cluttered, un-clear/un-consistent layout and wording.

Complicated flow: Siloed/hidden functionalities.

Proposal

Task flow rationalisation, info/functionalities hierarchisation and visual language modernisation.

3 / Insight prioritisation
A shared goal and its integration to the roadmap
4 / Problem definition
Future potential user interviews to create proto-personas and real-life journeys.
Comparison of real-life and software flow for assumption.
Assumption
The software is missing the production brief. The production brief regroups media specifications (when, where, how long for…) and needed creatives (what) – necessary for Artwork to produce what will be deployed.
5 / Inspire
Review competitors’ solutions
6 / Ideate
Definition of solutions to automate the production
7 / Prototype
Create some low fidelity visuals of the different approaches
8 / Test
Test the designs with future users
To be continued…
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