Reinventing Digital Workflow of Media Consultancy

Project Overview

Optix, developed by Ebiquity, is a digital tool designed to streamline key consultancy business processes. Its range of functionalities included defining appropriate Key Performance Indicators (KPIs) for clients, automating data collection from media agencies, ensuring the validity and accuracy of the collected data, processing this data, facilitating client reporting, and identifying potential process bottlenecks.

My Role

As the Lead UX Designer for this project, my responsibilities spanned leading the user experience phase, gathering requirements, orchestrating workshops with crucial stakeholders, and delivering all UX-related outputs and deliverables.

Design Process and Strategy: Our approach emphasized transforming existing Excel macros, which were responsible for most of the KPI benchmarking, into a new, user-friendly interface. The project was executed following an agile methodology, with weekly deliverables to ensure continuous progress. The complexity of the project was amplified due to the involvement of third parties such as Datalytix (for data collection) and Information Builders (for data validation and processing). Essentially, this necessitated concurrently working within three intertwined projects.

Outcome

The revamped system offers a more efficient tool for project facilitation within the Strategic Media Consultancy practice. It delivers the much-needed transparency to address potential roadblocks, thereby clearly demonstrating its added value to the business. It also signifies the importance of agile UX design in transforming complex systems into user-centric, efficient digital solutions.