What If Innovation 2018-2019

I worked with What If Innovation on an enterprise wide digital transformation and service design project for Williams Lea Tag (now Tag Worldwide) across their creative production and sourcing businesses. Williams Lea Tag had recently been acquired by a third party and an audit revealed their B2C software platforms to be outdated and lacking support for their business processes.

We started off by conducting detailed interviews with account teams and stakeholders to understand the end to end creative production and sourcing processes. Although there were individual variations, we quickly found that the broader process steps were the same across all clients. This was a key insight that even the leadership team were not aware of and one that allowed us to come up with a hugely simplified new candidate service design.

We then presented the proposed process improvements to the Global CEO, regional CEOs and the entire leadership team and as a result were invited to continue to design a new B2C software platform. In order to achieve this, we carried out further research to design a set of detailed personas. Their individual requirements were then sketched, wireframed, played back and finally designed. All in collaboration with the account teams, project stakeholders and internal development teams. The outcome was a set of finished visual designs for a number of key interactions and steps in both the creative production and sourcing processes.

What If / Williams Lea Tag Kickoff Workshop
Kicking off the Williams Lea Tag project, with senior client management and stakeholders. Beginning to understand the scope of the project, technical limitations and collaborating to define our approach to running the project.
What If / Williams Lea Tag Kickoff Workshop
One of the outputs from the kickoff session was a very high level project outline.
What If / Williams Lea Tag Overview Of Activities
What we did during the research phase of the project in numbers.
What If / Williams Lea Tag Contextual Enquiry
Contextual inquiry sessions with account teams to build an in-depth understanding of their processes and gather their individual requirements.
What If / Williams Lea Tag Process Diagram
Diagram of a small part of the overall process. Mapping actors, location and actions like this gives a very detailed, step by step view, which can be a compelling and persuasive artefact.
What If / Williams Lea Tag Process In Progress
As we continued to understand the process, we started mapping it on a wall. This gave us (and the rest of What If) a fantastic overview and allowed us to easily make changes and update sections.
What If / Williams Lea Tag Creative Production End To End Process
The final outcome of the research phase was this end to end process diagram, highlighting pain points, interactions between clients and WLT and commercial impacts.
What If / Williams Lea Tag Process On The Big Screen
We presented the end to end process back to the global CEO, the regional CEOs and the rest of the leadership team. Using a huge interactive screen, Minority Report style.
What If / Williams Lea Tag Sourcing Functionality Map
Each of the sourcing process buckets contains a number of discrete pieces of functionality, which are mapped here.
What If / Williams Lea Tag Creative Production Functionality Map
Similar to sourcing, each creative production process bucket contains a number of pieces of discrete functionality. This is an early collaboratively produced map of those areas.
What If / Williams Lea Tag Persona Workshop
In order to fully understand and flesh out the personas, we held a workshop with representatives of the actual personas we were developing.
What If / Williams Lea Tag Persona
One example of a persona developed for the project.
What If / Williams Lea Tag Personas Vs Process
Showing the areas of activity for each of the personas we developed.
What If / Williams Lea Tag Screens Overview
An overview of all the screens we designed for the project.
What If / Williams Lea Tag
Dashboard gives an at a glance snapshot of the status of campaigns, tasks and reporting. Clicking on an area shows more detailed screens, such as campaign tracking.
What If / Williams Lea Tag Campaign Tracker Screen
Campaign tracker screen allows users to track multiple campaigns and gives a visual indication of the status. Clicking on a stage in the process gives more information.