Omni Platform Redesign Case Study

Overview

Omni is an open operating system designed to enhance marketing effectiveness by integrating data, technology, and creativity across various disciplines, including media, creative, and campaign management. As a platform, it provides a unified view of the consumer, enabling personalized marketing experiences at scale. It encompasses over 15 core applications among varying 3rd party tools that handle data, inventory, and other client assets.

My Role

As Director, I spearheaded the overall UX strategy for this platform, ensuring each application within the suite maintained consistency and usability. By collaborating with Product leadership, we established product goals that aligned with the business need for a seamless flow throughout the campaign stages. We integrated generative AI into the software architecture to boost efficiency and stay ahead of market trends. My team's daily focus was on developing an intuitive, scalable suite of applications that supported our agency teams effectively.

Problem Statement

The current user experience (UX) of the Omni platform is hindered by its complexity and disjointed workflow, leading to user frustration and inefficiency. Users face challenges in navigating the platform due to an overwhelming amount of information and lack of intuitive interactions. This results in a steep learning curve, increased time required to complete tasks, and inconsistent user experiences across different applications.

Our Goals

Improve User Experience: Streamline our UX across all applications by reducing navigation clicks and enhancing task completion efficiency. Utilize progressive disclosure to guide users to the necessary functions and tasks, ensuring a smooth and efficient completion process.

Enhance User Workflow and Collaboration: Create a user-centric experience that simplifies strategic processes, fosters collaboration within cross-functional teams, and facilitates knowledge sharing across the platform to ensure a more intuitive and seamless campaign execution

Integrate AI into the Fabric of Omni: Integrate Generative AI-enabled experiences that assist and expedite user actions, offers a wealth of knowledge for the user at any time, and ensures the users build their campaign using best practices to enhance business outcomes.

Increase adoption across agency users: Significantly improve the user experience by making the platform more intuitive, efficient, and valuable for users. By focusing on seamless navigation, personalized interactions, and streamlined workflows, we seek to demonstrate the tangible benefits of using Omni for client work.

Building the Foundation

Competitive Analysis

By analyzing insights from media and advertising competitors, we identified a significant market shift with AI. Our findings highlighted the necessity for Generative AI to play an active role in users' campaign-creation experiences. This involves simplifying the UX through conversational UI and outcome-driven actions, enabling users to achieve their goals more quickly and effectively.

User research

Through a series of user interviews, testing, and observations, we identified several features that could enhance our portal/landing experience and support the various functions a client team performs for their campaigns. These features include gaining a better understanding of the user’s role, team, and deliverables; enabling users to customize and organize their work efficiently; providing opportunities for collaboration within the context of the campaign; and utilizing AI to expedite and create better outcomes.

User flows

All campaigns follow a seemingly linear progression, with shifting actions taken in response to market trends and data. Therefore, we decided to concentrate on enhancing the Omni landing experience and workflow capability that outlines the structure of an overall campaign journey. This experience would encompass all core functionalities, such as creating audiences, investment plans, and media plans, etc. within a single, connected interface and flow.

Personas

Insights

The campaign process is a comprehensive effort that relies on effective collaboration across cross-functional teams. Therefore, it is crucial to understand both the individual persona needs and the varying collaborative efforts.

Our use cases focus on building new business pitches, campaign strategy, audience intelligence, investment planning, media planning, creative strategy, media activation, and campaign performance reporting. Each of these use cases involves two or more personas working together. Our challenge was to create an experience that clearly illustrated the value Omni brought to the individual doing the work, as well as the team that needs to come together to build a cohesive and compelling marketing campaign.