Unlocking audience insights on speed
Company
IPG is one of 2 biggest advertising holdings with 40+ creative and media agencies networks around the globe.
TL:DR
Partnering closely with product, and tech teams, I crafted a design vision for the unique and versatile white-labeled platform to empower any gym with personalized apps for their users. I also led the shipping it to life in a very tight deadlines.
My role
Senior Product Designer
Diving into users problems
The team
This is the first version
of the application.
What we've got as a feedback:
-
Clunky navigation
-
Poor usage of a screen real estate. Audience planners usually work from laptops
-
The work with attributes was too rigid and didn't give enough flexibility
I changed names and photos to respect the privacy of those who preferred not to appear on this page
Alex, me
UX Design Lead
Rachel
Product Manager
Anastacia
UI Designer
John
Product Director
Juan
Requirements Manager
Adriana
QA
Oliver
FE
Mary
FE
Josh
BE Lead
The process
Refining personas
and workflows
As we knew, the workflows differ from agency to agency. I wanted to get more patterns to make sure the changes make sense.
Sparkling with ideas
I brought the key stakeholders into a room. Giving it was COVID, it was the first remote workshop for our team.
Debating and testing
It saved us a great deal of time in achieving the right information architecture and a well-balanced structure that aligned what gyms want their customers to see with what customers need.
Meet the solution
Summary
At a glance
+14%
CSAT
100%
Old clients adoption
Jim di Liberto, VP of Product Management
Kudos to the team for all the hard work and 24/7 support when preparing for the Amex Demo. It’s official! We won Amex as a client. Thanks for all the help.
First of all Audience Planners are extremely busy. They work as a part of a
big creative team and sometimes there are a lot of requests on the go.
And there is too much complexity in the tools they use. Which makes it challenging to keep all projects on track.