Terminal One OS™
Terminal One unites audience, media and intelligence in a single omnichannel platform that gives marketers the tools to execute smart marketing and helps power good advertising experiences that are relevant and meaningful across every channel, format, and screen.
Terminal One OS
A platform that unites audience, media and intelligence—a smart tool for marketers.
I was brought on board as a design lead with three goals listed below—all leading to a flexible and scalable product, which would onboard more users as well as increase the profitability by 50-75% in the first year.
As we redesigned the product from scratch, we researched extensively for it. We interviewed all the stakeholders and key users, at the end of which we had:
- Affinity diagrams
- Customer journey mapping
- Feature mapping
- User role mapping
User Centered Design
Having two sets of users—internal vs. external, it was clear from the start that we would base most of our redesign decisions on user testing and feedback. Right from the beginning we started putting wireframes in front of users—AMs internally and external vendors from Gap, Kayak, L.L.Bean etc. We were looking to answers questions like:
- What is bothering you currently while using product?
- What would be the one thing that would elevate your experience with the product?
- How do you do thing "X" or How much time does it take you to do "X"?
Right from the start we were testing users internally as well as externally with clickable wireframes so that we could understand the underlying user pain-points. Lot of the features like monitoring and in-line reporting didn't exist in the legacy product and so in order to understand its value from the user perspective, testing with low-fi mocks or wireframes was very helpful.
Manage & Monitor
Account managers can easily focus on the campaigns and strategies that best need their attention. Furthermore, each campaign and strategy can broken down to their performance chart to give a much more detailed look into the data.
Track Individual Performance
One big change from the legacy model was how it was hard to track performance for one particular campaign in-line while it was going on. With the new chart tool, the client would be able to get reporting on that particular campaign or strategy at a click of a button.