Case Study
OMni Platform (SaaS)
Overview
enhancing marketing effectiveness by integrating data, technology, and creativity across various disciplines.
Omni Platform
Role: Director of UI/UX
Company: Internal B2B marketing platform (SaaS)
Challenge:
Modernize the user experience of a legacy mar-tech tool while improving usability, scalability, and cross-functional alignment.
Leadership & Strategy:
Redefined UX vision aligned with new business strategy
Built collaboration model across Product, Marketing, Sales, and Engineering
Designed for rapid prototyping and iteration cycles
Product 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.
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.
Research + Roadmap
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.
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.
