Campaign Manager: Advanced Tool for Media Planners
EARLY STAGE CONCEPTS | USER TESTING | USER INTERVIEWS | PRODUCT | UX RESEARCH | CONCEPTUALISATION | TEAM PROCESS
[ MY ROLE ]
Product Designer / UX : Design Lead (SPOC)
Product Designer / UX : Design Lead (SPOC)
Design SPOC (single point of contact) working as the primary contact between the client, product team, developers and the design team. I am also taking care of: usability testing / qualitative research / information architecture / figma wireframes / dev handoff / early stage concepts
[ THE TEAM ]
+100 people in the team
+100 people in the team
6 Designers, +7 Product Owners, 2 Product Managers, 25+ frontend & backend engineers, +5 QA Testers, +4 Enablement Team, and many more
[ TIMELINE ]
December 2024- Present
[ LOCATION ]
London, UK (remote)
[ THE CLIENT ]
A leading global multinational company specialising in communications, advertising, public relations, technology, and commerce. Headquartered in London, it is recognised as one of the largest players in advertising industry worldwide.
[ PROCESS AND TEAM STRUCTURE ]
This project started with a small, informal team and grew rapidly as the product gained traction. Along the way, we faced challenges in scaling our processes, aligning cross-functional teams, and introducing Agile ways of working. What follows is a look at how our team adapted.
[ BACKGROUND AND PROBLEM ]
Imagine being a media planner, responsible for managing multi-million dollar campaigns.
Through our foundational UX research, user interviews and while creating personas, we discovered that media teams spend a huge amount of their workday on manual data entry, using excel, duplicating information from planning spreadsheets into separate financial and activation systems.
Here, I will share our design explorations that led us into creation of an integrated, single source of truth for media specialists that reduces the risk of manual errors. We created a standardised solution so media planners no longer rely on Excel.
Imagine being a media planner, responsible for managing multi-million dollar campaigns.
Through our foundational UX research, user interviews and while creating personas, we discovered that media teams spend a huge amount of their workday on manual data entry, using excel, duplicating information from planning spreadsheets into separate financial and activation systems.
Here, I will share our design explorations that led us into creation of an integrated, single source of truth for media specialists that reduces the risk of manual errors. We created a standardised solution so media planners no longer rely on Excel.
[ BUT HOW THE MEDIA LIFECYCLE ACTUALLY LOOKS LIKE? ]
It all starts with a client brief - the big idea, target audience, and budget. From there the agency builds a Strategy, a game plan for the campaign.
Campaign Manager helps with: Planning, pre-launch (final checks before going live), monitoring and optimising (adjusting campaign for best results), reconciliation (matching the actual spend to budget).
Campaign Manager helps with: Planning, pre-launch (final checks before going live), monitoring and optimising (adjusting campaign for best results), reconciliation (matching the actual spend to budget).
Finally, everything's wrapped up in a report that shows results and lessons, which feed straight into next campaign.
[ INFORMATION ARCHITECTURE & USER FLOWS ]
We worked on the information architecture and user flows for the key roles and core functionalities.
We worked on the information architecture and user flows for the key roles and core functionalities.
[ THE FINAL PRODUCT ]
CM is a comprehensive tool for planning and managing media plans. It replaces multiple fragmented tools with a single, centralized system that serves as a single source of truth. By using an interface based on familiar, spreadsheet-like tables, users can intuitively create media plans, plan lines, and flights, by leveraging standardised templates to accelerate the planning process. The application also streamlines the plan approval process with a multi-stage system and allows for easy confirmation of actual campaign expenditures post-completion.
CM is a comprehensive tool for planning and managing media plans. It replaces multiple fragmented tools with a single, centralized system that serves as a single source of truth. By using an interface based on familiar, spreadsheet-like tables, users can intuitively create media plans, plan lines, and flights, by leveraging standardised templates to accelerate the planning process. The application also streamlines the plan approval process with a multi-stage system and allows for easy confirmation of actual campaign expenditures post-completion.
[ DESIGN SYSTEM ]
The design system played a central role in our work. As a design team, we relied on its components and a broader corporate system to keep the consistency across multiple tools and platforms. This allowed us to maintain a unified user experience while working efficiently at scale.
The design system played a central role in our work. As a design team, we relied on its components and a broader corporate system to keep the consistency across multiple tools and platforms. This allowed us to maintain a unified user experience while working efficiently at scale.
