WPP Open
Enterprise Solutions

Creative briefing

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.

Role

As Senior UX within a cross-functional team, I led the UX direction from discovery through to delivery, working closely with the Product Owner, Delivery Manager and developers constantly presenting our progress to stakeholders. I also aligned the experience with other teams across WPP to ensure a consistent approach and shared direction.

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 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.

Prototypes

Participants

Markets

Agencies

Ideation

The concept pivoted to explore how AI could become a core part of the experience. I mapped out a complete end-to-end journey and designed the key interactions around the narrative, bringing the concept to life through prototypes that could be tested and demonstrated to prospective clients.

Opportunities

The opportunity was to create a shared briefing space where clients and agencies could build and refine a brief together. AI could suggest enhancements throughout the process, while teams could invite additional contributors, collaborate in real time and manually edit the brief whenever needed — combining AI assistance with human control.

Validation

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.

Detailed design

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

Outcome

The challenge was to help creative teams streamline and organise their workflows.

Learnings

The challenge was to help creative teams streamline and organise their workflows.

IANSTUARTWEIR

WPP Open
Enterprise Solutions

Creative briefing

Role