Paid Media oriented platform for radio
End to end paid media platform for radio.
Role: Product Design / UI-UX Design
Year: 2023
Background
The Mexican radio industry needs innovation in buying and selling ad space. Radio Desk aims to create a platform that digitizes this process, reducing reservation time and improving campaign tracking.
Problem
Acquiring radio ad space is a bureaucratic and manual process that complicates management. Advertisers and stations spend significant time tracking campaigns, which hampers decision-making and delays response times.
High-level goal
To design the first version of a platform within 6 months that will reduce the time to acquire radio advertising space by 80%. Additionally, to create segmented campaigns to achieve a more targeted and effective reach.
My role
I researched current processes to identify user needs and behaviors, collaborated with stakeholders to define project objectives, and worked with the IT team using agile methodologies to develop a user-focused platform. I also created guidelines and a design system to strengthen the platform's brand identity.
The Process
1. Empathize
After receiving the RFP, I began by collaborating on designing a series of workshops to capture stakeholder expectations and understand current processes, identifying user obstacles and difficulties.
Benchmarking
Objective:
Understand and evaluate platforms with similar objectives focused on executing media campaigns.
Spotify Advertising, Google Ads
Method:
Competitive analysis.
2. Define
Objective:
Create user personas representing each of our users to understand their needs, expectations, and touchpoints during each stage of the process, gathering relevant data to aid decision-making.
Method:
User Persona Canvas
User Journey
MoSCoW prioritization: Must Have . Should Have . Could Have . Won't Have
User Persona
User Journey
Moscow
3. Ideate
Objective:
Generate different ideas and select the most suitable ones for users and the business to define and structure the main flows for each user type:
Log in and Registration
Campaign creation
Method:
Brainstorming
Information Architecture
User & task flow
Brainstorming
IA / User & Task flow
4. Prototype
Objective:
Develop medium-fidelity wireframes within the project's available hours. We started with the campaign creation process from the agency user's perspective. During prototyping, we had sessions with stakeholders to align the design proposal with business interests.
Method:
Creating medium-fidelity wireframes.
5. Test
Objective:
Evaluate the product's usability to obtain quantitative metrics that would help us improve design and user experience.
Method:
SUS (System Usability Scale)
UI kit
After developing the mid-fidelity prototypes, I designed the elements for the UI kit, ensuring to follow the brand guidelines to maintain design cohesion.
High Fidelity Prototype
Impact
Over 80 flows and 500+ screens were created. We managed to reduce the time for booking advertising spaces and campaign tracking process from several 30 days to 30 minutes.