VIOOH
Unified product direction across 7 global offices through strategic stakeholder research and AI-powered vision concepts for digital outdoor advertising.
VIOOH is a global marketplace for programmatic outdoor advertising, connecting advertisers with digital billboard inventory. I led stakeholder research across 7 countries to establish a unified product vision for AI-assisted inventory optimisation, creating alignment across senior leadership.
Category:
Productivity tool / Ad-tech
My Role:
Product Design Lead
Year:
2018
Team:
1 PM, 2 UI Designer, 1 Researcher
Impact
Global stakeholder alignment
Conducted comprehensive research across seven countries, leading to a unified vision for VIOOH's product development.
Visionary concept development
Delivered concept designs that helped over 100 staff members, including senior leaders, envision the company's future direction.
Challenges
Steep industry learning curve
The ad-tech industry's complexity and specific terminology required swift and thorough understanding to engage effectively with stakeholders.
Ambiguous project objectives
Initial lack of clarity in project goals necessitated efforts to define and align objectives among stakeholders.
VIOOH helps adv space owner around the world to manage and optimise the use of them for their business, making sure it target the best audience at the right time and locations
My approach
Set up intensive learning sessions
Conducted intensive learning sessions to understand digital outdoor advertisement trading, inventory yield optimisation, and campaign planning workflows, enabling informed stakeholder conversations.
Collaborative clarification
Conducted video calls and collaborated with the design director to create storyboards, simplifying complex user flows and refining research objectives.
Work Process
Stakeholder research
Led interviews with stakeholders from seven global offices to gather insights and align on user needs.
Rapid ideations
Guided UI designers to create two design concepts addressing business assumptions and user needs, which were well-received by stakeholders.
Adapting stakeholders' feedback
Leveraged insights from usability testing to fine-tune visual and interaction elements.
"After seeing the presentation, I can finally see how the proposed design related to the research insights and how it provides guidelines like a lighthouse to our team"
- Product Owner -
Ideations
Design Exploration on Real-time inventory intelligence
Insight from research
Media owners needed visibility into campaign priorities, reliability of AI recommendations, simplified complexity, and maintained control over final decisions.
Inspiration
Google Maps' route comparison interface shows multiple options with clear trade offs, letting users choose based on their priorities.
What if the system suggested billboard allocation strategies with visible reasoning?
1. System notification if something goes wrong
2. Select specific time range to view performances of those billboard
3. List of selected inventories with performance overview
1. List view of performances
2. Expand to see portfolio details if the system detects something’s wrong
1. System notification if something goes wrong. Clickable item to view details.
2. Drag to rearrange the inventories to different location or time slot setting
Results
Established design principles
Introduced five design principles to guide future feature development to creat a shared understanding: Visibility; Reliability; Simplification; Control; Real Time.
Enhanced stakeholder engagement
The presentation of research insights and design concepts facilitated better conversations with stakeholders, aligning them with the company's vision.
Positive feedback
Stakeholders expressed that the presentation clarified how the proposed design related to research insights, acting as a guiding "lighthouse" for the team.
Proposed ideation - Monitoring portfolio health
Performance overview infographic to shift view mode for occupancy availability and price forecast
List of inventory cards (left), drag to reallocate inventories. Click individual card to review inventory details (right) and monitor sales performance
Proposed ideation - Planning trading strategy
