My Role: As UX and Visual Design Lead I was responsible for doing research, conducting interviews and presenting findings to the team. I worked closely with developers to create the ideal experience, while maintaining a feasible technical solution to the problem. I presented proposals, test findings, and demos to stakeholder. Worked closely with developers, stakeholders, and strategy teams to make sure we were all align and pivoted when needed.
The Problem: Create a way to encourage creative professionals at an ad agency to create proactive ideas for clients. Use technology to make submitting ideas easier.
The Research: We started by interviewing creative staff and gathering requirements. We set a goal of 10 ideas submitted and 1 Idea fully sold through to a client. If our MVP hit these metrics, we would continue to iterate and add features.
The Solution: Create a mobile app and native desktop app that served up strategic insights for each client (like a 1 paragraph brief). Users could then submit ideas via the app. The ideas would go to Creative leadership for review. The best ideas will be selected to move forward.
Challenges We Faced: We found there was a lot of excitement about this product and even praise, but a serious lack of engagement. When we conducted more interviews we found that users felt intimidated by the fact that their work could straight up to the Chief Creative Officer. This gave the feeling that nothing was worthy of submitting and is the reason we did not hit our targets. We continued to iterate and did eventually reach our goal of one sold through idea, but more concerns and questions began to arise around feasibility of the strategy teams maintaining that amount of writing for such a little return.
The Pay-Off: While the project itself wasn’t a success, we gathered a great deal of information around the culture of the creative department that informed a lot of other internal projects.
