AI Enterprise Solutions
for WPP Open
UX / Strategy / Product design
Overview
The challenge was to help creative teams streamline and organise their briefing workflows, while creating a more consistent way of working across WPP agencies and their clients. The goal was to bring structure to a fragmented process, using AI to make briefing, information gathering and decision-making faster and more connected.
Role
Lead UX designer
Discovery
I led the discovery phase having created 6 early rapid prototypes. I interviewed creatives across global markets to understand their workflows, challenges and needs. I synthesised the findings rapidly using a range of UX methods, turning research into clear insights, feature opportunities and priorities that I presented back to the team and wider stakeholders.
6
Prototypes
User research and information gathering
Synthesis and workshop sessions
Ideation
The concept pivoted to explore how AI could become a core part of the briefing experience. I mapped out a complete end-to-end journey and designed the key interactions based on a real-world narrative. I brought the concept to life through prototypes that could be tested and demonstrated to prospective clients.
A number of opportunities were uncovered and explored to further optimise the users workflow. AI could suggest enhancements throughout the brief process, while individuals could invite additional user or groups, collaborate in real time and manually edit the brief whenever needed — combining AI assistance with human control.
Validation
Validation was an ongoing process. Presenting the experience to internal teams, gathering feedback and refining the UI to align with the wider design system and patterns emerging across other teams. We also ran quick usability tests on key interactions, such as inviting members to a brief, using the findings to identify friction and refine the experience.
Detailed design
Validation was an ongoing process of presenting the experience to internal teams, gathering feedback and refining the UI to align with the wider design system and patterns emerging across other teams. We also ran quick usability tests on key interactions, such as inviting members to a brief, using the findings to identify friction and refine the experience.
Sorting and locating the brief
Initiating the AI briefing flow
The brief can be created from the WPP Open dashboard or the Briefing application itself. Designs were mocked up to show it from an agency and client perspective.
Rapid prototyping
The challenge was to help creative teams streamline and organise their workflows.
Useability testing
The challenge was to help creative teams streamline and organise their workflows.
Final Designs
The challenge was to help creative teams streamline and organise their workflows, while creating a more consistent way of working across WPP agencies and their clients. The goal was to bring structure to a fragmented process, using AI to make briefing, information gathering and decision-making faster and more connected.
Outcome
The challenge was to help creative teams streamline and organise their workflows.