Campaign Process for Media Agency

Contribution

- User Journey Maps

- Process Design

- User Research

- Qualitative Research

- Interviews Personas

- Data Visualization

- Information Design

My role

UX-UI Researcher

Duration

5 Weeks

Challenge

The product team was aiming to build tools which allowed the different agencies working within the group manage the entire process of targeting, planning ad spends, purchase of ad space, and tracking the performance of these ads.
At the time that we launched this project, these tools were being developed "in the dark," meaning that the developers had very little information on the users who needed these tools.

Solution

My task was to research and map out the various facets of advertisement planning to help create new tools which were more relevant to the process and, thus, more effective.

Aggregated visual journey map

For members of higher management in the group, I created an aggregate journey map that allowed for a clear understanding, visually, of the process undertaken by each of the agencies. This map also helped us understand areas of commonality and is being used by the management to streamline the priorities for the group with a special focus on improved performance.

User Research Approach

As this project involved multiple different stakeholders, the research process focused on identifying the people responsible for day-to-day tasks and speaking with them about the processes they used and areas that hampered their productivity.