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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

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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

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Alex, me

UX Design Lead

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Rachel

Product Manager

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Anastacia

UI Designer

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John

Product Director

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Juan

Requirements Manager

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Adriana

QA

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Oliver

FE

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Mary

FE

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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. 

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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.

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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.

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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.

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