Building user stories / personas
The team used the recorded findings to create three personas / user stories. These consisted of Media Planner, Media Buyer (Agency or Brand Direct), and Supplier
This allowed the team to map out the campaign planning process and touchpoints. This took time and effort, but showcased the areas that we first needed to focus on to remove the friction within the planners work-flow.
Stop gaps in the planning process
This flow shows the planners tedious back and forth with the supplier (Lamar, Clear Channel, Outfront Media) and then checking back with the client to get approval on proposed units for the campaigns. It also shows the email touchpoints where communication takes place.
- Pros
- There was definitely a process that was in place to model designs after
- Communication and relationships were important in the process
- The infrastruture of the process could easily be simplified with technology
- Cons
- Too much back and forth betweewn the client and planners
- Each person in the process is a bottleneck, because they work within their own silo'd processes
- All efforts of the campaing planning userbase could be streamlined
Team brainstorm sessions
We begin this process with first looking at what comeptitors are doing within Outdoor advertising. This allows the team
to decide on what the billups DSP app needs to do. Some of these competitors offer tools that are focused in specific areas of planning and buying OOH Media
Competitive analysis allowed the team and leadership to take a close look at what we needed to provide from an internal company perspective and a business perspective.
We began looking at some of the major requirments we needed to craft our product. Some of these features would use third party data sources such as Neustar and Esri. Knowing this ahead of time allows the design team to design experiences that utilize these data sets. Let the sketching begin!
Wire-framing out the mobile experience
The Team starts this process off by workin with the signup part of the flow. The goal was to create a frictionless experience so the signup sign in process should follow that model. The Team uses a phone to pin pattern for our validation requirement
Wireframes tested through user segments
Our Leadership team wanted to quickly start on design, so we did not end up doing lo-fidelity proto types which is normally done before moving into the design phase. So the team had to pivot and go directly into the design. They felt they would get better reponse and support from the internal planners.
The team worked through the map experience and displaying what filters would be the most common used for our v1 deliverable.
They also began to look at how the unit view would appear, we used similar patterns that are used in products, this way we could utilize the resources available to us and not have to re-invent any interactions and functionality.
