Role
Research
Omnicom, user research for marketing insight software
Client
Omnicom
My role was to evaluate, from a user perspective, an Omnicom software concept.
To do so, I identified future users and ran some interviews; I did organise workshops to harmonise visions in light of the research outcomes.
Collecting information and creating a brief
↓ Talking with stakeholders to understand their goal: Using analytics on past advertising campaigns.
↓ Bringing a user-centric approach to shape the technology.
Understanding the user needs
↓ Interviewing the campaign creators who need campaign insights (strategists, creatives, designers) and studying articles to understand their journey.
↓ Highlighting pain points to determine where the software could offer support.
Aligning shareholder visions
↓ Animating workshops to present researches, personas, journeys, needs, solutions and evaluate solutions.
