Role
Strategy
Research
UX
Omnicom, research and UX for marketing production software
Client
Omnicom
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.
1 / Discover
Understanding the collective vision for the software and turning it into actionable UX
2 / Define the problem to be solved
We believe that if the user can complete the production process by himself, we will increase user adoption
3 / Define
Interview of the future potential users to understand their workflow.
4 / Assume
Assumption 1: Our main users are the media planner and the designer:
– 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.
Assumption 2: 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…