// Background

The iHeartMedia enterprise group builds, manages, and maintains all the tools needed to operate the world’s largest radio broadcasting and podcasting network. Our team designed homegrown tools as well as integrations with hundreds of other third party tools.

// Problem

Account reps were wasting too much time creating and testing media plans for their customers instead of spending more time in the field closing new customers. New account reps were taking too long getting up to speed with all the options and details available in media plans delaying how quickly they could close their first deal.

// Process

• User Research with Sales Reps

  • Contextual inquiry in the SLC radio station

  • Compile insights from previous onsite user research

• Stakeholder Research

  • Sales manager/regional stakeholder interviews

  • Department heads (VP) stakeholder interviews

• Business Value / Third Party Tooling Research

  • Audit of third party tools for value and function

  • Third party developer interviews

• Value Prop Ideation for Users & Stakeholders

  • Wireframes, Figma mockups, prototypes

  • Weekly feedback loops & iteration with stakeholders 

• Prototyping & Testing

  • Figma mocks and Maze user testing

  • Iterative testing with sales reps and stakeholders

// Solution

I designed a “media plan builder” using the integrated AI insights tool, triggered from our media plan application. Sales reps would prompt the builder app with direct information and sales goals from their clients, the builder instantly provider the rep and client with multiple ad buy plans based on the clients budget. The recommendation engine would compare value and outcome projections based on a wide variety of media industry data.

• Created a new navigation “add media plan” workflow

• Designed a stepped process for gathering and choosing media plan options

• Sales reps were very skeptical about using a recommendation engine, but after testing the concept quickly saw the value

• New sales reps with a minimal knowledge of the media buy plans were able to quickly learn options while working directly with their clients

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