Campaign Manager: Advanced Tool for Media Planners
EARLY STAGE CONCEPTS | USER TESTING | USER INTERVIEWS | PRODUCT | UX RESEARCH | CONCEPTUALISATION | TEAM PROCESS
[ TIMELINE ]
December 2024- Present
[ LOCATION ]
London, UK (remote)
[ MY ROLE ]
Product Designer / UX : Design SPOC
Product Designer / UX : Design 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
*At STX Next we work in design Tandems, where each Product Designer (UX) collaborates closely with a UI Designer.
[ 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.
[ THE FINAL PRODUCT ]
CM 2.0 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 2.0 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.
