TSL Digital-Strategy, Research & Design
for automated adaptation system.
TSL was looking for UX Architect to help them optimise Otomo, a unique Creative Management platform with automated adaptation, allowing users to edit and localise their ad campaigns quickly. For this project, I conducted both the research and design.
Understand.
I collaborated closely with the Project Manager and the creative technologist to understand what engineering issues may influence the user experience of campaign managers and to plan the project.
First, I wrote a thorough Heuristic Evaluation review of the system, to quickly gain an understanding of its complexity, the user interactions and the possible solutions. This expert review could later be used to triangulate usability testing results.
Following the Review, I created an activity flowchart and a Hierarchical Task Analysis (HTA) to chart the complexity of the system focusing to users’ tasks performed to achieve their goals. These early research deliverables lead both the team towards an insightful overview of their system’s complexity and me to a grounded understanding.
Create.
I designed a ‘collaborative design workshop’ to gather user requirements, following KJ Technique. This way, everyone had a say in the room. Together we grouped user problems and prioritised interactions using the ‘jobs to be done’ framework.
The twist in the process was my decision to compliment ‘jobs to be done’ with personas and their user journey to promote empathy and clear the boundaries between company roles. Contrary practice for some, but complementary to others, as documented in‘Personas vs Jobs-to-Be-Done’ by Norman and Nielsen Group and Alan Cooper’s Journal ‘Bringing Together Personas, Jobs To Be Done, and Customer Journey Maps’.
In the sessions followed, we optimised the HTA map, refined personas, created scenarios based on ‘Jobs to be done’ and collaboratively designed the user journey map for each persona. The final User Experience map included touch-points where personas interacted to achieve a common goal. I aimed to distribute personas and user journey to create a shared sense of culture and understanding. Finally, I used Sketch, InVision and Adobe XD to design the first MVP.
Deliver.-
I delivered an overview of the system complexity igniting discussion, exploring solutions, bringing a positive attitude and consensus. The wireframes I created tested the concept for ease of use. Below I am sharing how I met the project objectives:
Redesigned Otomo using ‘direct manipulation’, so that users do not require technical knowledge or background training to use the system.
Redesigned the Information Architecture (IA), categorisation using ‘progressive disclosure’ so that the system is transparent, intuitive and uniform, making it easy to use and navigable.
Defined system terminology and implemented consistent controls and processes, through a glossary, user personas and their user journeys.
Simplified the current user journey so that users can reach their end goal with fewer unnecessary steps by adding a search engine and keyboard shortcut commands.
Designed a user interface that can be flexible to allow for future updates and additional features by focusing on user needs and JTBD.
Last, I helped the project manager to produce a plan for the next steps involving user testing and design iterations. The project was paused due to lack of funding.