WPP Open
AI Enterprise Solutions
Product design | UX UI
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Transforming workflows.
Simplifying collaboration.
Many agencies. Many processes.
The challenge was to help creative teams transform their briefing processes and workflows, and establish a consistent approach for collaborating 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.
The discovery process — minified.
The brief was clear with the issue but lacking details. I proactively pushed for research sessions with real users so I could understand their workflows, challenges and needs. I synthesised the findings rapidly turning the research into clear insights. For example, one major client would not onboard unless we could manage and invite groups of users.
Interviewing stakeholders and creatives.
I genuinely enjoy connecting with users and having open conversations. It appeals to my curious side, and I always come away having learned something new.
Existing briefs varied significantly in structure and scope.
By requesting and auditing briefs across various clients and agencies, core sections were established and client-specific prerequisites were captured.
Playtime. Initial designs and ideation cycles.
Exploring other AI tools and apps led to laying down some early ideas for discussion within the team.
Design and architecture spikes.
I undertook a deep dive into key elements that demanded greater alignment with engineers and AI agents. This included parsing the technical structure to cleanly link Briefing to Projects, Resourcing and Pricing, as well as testing the AI agents to ensure meaningful outputs and optimised prompt sequences.
Establishing the minimum input required for an AI generated brief.
Selecting users to review the brief and provide feeback.
The filter mechanism was linked to database hierarchy.
Providing contextual AI enhancements.
Making the brief status changes simple to understand.
Hello design system.
This was a particular challenge as the Design System was being updated during our project timeline. I held regular check-ins with the core DS team to ensure everything was aligned. I made proactive contributions when components were missing and suggested enhancements for the benefit of wider teams.
Ongoing validation and stakeholder playback.
Designs were presented to internal teams at the end of each sprint. I also ran rapid usability tests on key interactions, such as inviting members to a brief to refine the experience further. Final playback was a full end-to-end walkthrough for the consisting of 6 scenes.
Brief initiated by the client,
refined by the agency.
SoW and assets are generated,
performance tracked instantly.
Strategists and planners
input their details.
Designs.
Copy for the designs.
The filter mechanism was linked to database hierarchy.
Providing contextual AI enhancements.
