During my tenure as an advertising designer, Worldnow (Now Frankly Inc.) required a concept for a new website for advertiser marketing. As a waterfall assignment I was tasked to design the concept for the website to present to higher management. This utilized any empathy from advertiser feedback as well as defining the direction on the website for all stakeholders.
The biggest challenge were the advertisers. As local businesses in various areas of the country, it was difficult to gather direct feedback. Once that was considered I had to design a site generic enough for all advertisers as well as the business needs.
Several goals were in mind. Provide the easiest experience for local advertisers to gain the information to work with Worldnow and their Media clients. Next was providing the means for both consumer and technical support for any of their locally advertised landing pages. Finally a single location for all asset collection provided by clients for the local ads team to create rapid landing pages.
This project was proposed by stakeholders with little research provided. Discovery, definition and UX strategy wasn't practiced at the time since I was new to the opportunity. Through communication goals with stakeholders and recalling direct feedback from customers I concluded opportunities with the site.
Since the definition of the project was mostly waterfall, I created design concepts before my familiarity with the proper UX process. Persona's were generalized by our client's advertisers and any additional information provided by our Sales team.
This lead to the beginning of drawn wireframes in order to structure the layout and plan the website's various pages. The information architecture was simple enough to map out the user flow and a create simple sitemap for the advertiser experience.
Afterward I quickly entered a mid-fidelity for any design decisions by stakeholders. Once approved I went into high fidelity for a more accurate design since time was limited between other duties.
