Kinetic
Generative research: user interviews
Service/Journey mapping
Strategy and concept development
I redesigned outdoor media buying for the largest player in the UK market.
With a visual designer, I was tasked with designing a new service that mitigated Kinetic's disadvantages and amplified their economies of scale (40% of the UK market).
My reform of internal processes in a hybrid digital/analogue industry transformed the employee and client experience, while creating a competitive advantage for Kinetic.
Discovery
We interviewed staff across multiple disciplines who demonstrated their work flow to us, spoke to us about their pain points and suggested improvements.
We created personas to check for commonality between roles and find the best opportunities for a redesign.
Service/Journey Mapping
From the customer becoming aware of their need, through to post-campaign reporting and reconciliations.
The journey included:
-front stage actors such as Client Services
-back stage actors such as Finance
-systems both in-house and external
Full process view
Seven actors needed to collaborate across a process that could take months.
Clients slow down both optioning and booking...how can we stop their churn becoming ours?
Head of Operations, Kinetic
Reducing rework and highlighting added value
Clients have a habit of amending briefs, which causes rework for the planner and delays the campaign.
We designed a workflow tool that shows the status of a brief, and who is required to act next. This transparency lays bare the time lost to re-briefing.
Clients can now see the formerly invisible work going on, and who needs to act next to get it live.
"Every Activator should have a campaign management dashboard."
Account Director, Kinetic
Creating internal market awareness
Advertising locations can be reserved for a week so that clients can approve a plan before buying.
Kinetic's size means that colleagues can be pursuing the same locations and driving up prices, or locking each other out of a location by reserving it.
We designed an internal market dashboard to avoid these clashes and minimise purchasing costs.
Avoiding surprises
Clients commit to an annual spend with Kinetic in exchange for a lower fee.
Every campaign that is planned needs to get Finance to approve that its "shape" roughly conforms to the agreed spend and types of media bought.
This slows down the pipeline, sometimes causing reservations to be lost and plans having to be completely redrawn.
Finance does a quarterly review of a client's "shape", which gives three opportunities a year to correct a client's course.
Our design plugs into future bookings, using current prices and forecasts to give a live view of what a client's "shape" is to avoid over/underspend. Planner's get automated coaching on how to bring their plans into "shape", and Finance no longer need to approve individual campaigns.