AdZu is an Omnicom software that automates 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.
– the media buyer defines the ad specifications (‘where’ and ‘when’)
– the designer defines the ad templates (‘what’)
Other potential users are secondary because in charge of task coordination and control.