Simulmedia’s internal audience creation tool was called VAMOS, and it was built to create a better user experience for TV ad planners looking to create custom audiences built from multiple data sources. I worked on Vamos throughout my time at Simulmedia and was one of the first 6 people hired onto the design and engineering team.

The first step in the process was to define the problem. I did this by meeting with members of the product team, lead engineers and stakeholders. We defined the technical challenges and user behavior by creating personas and mapping out user journeys.  I worked on competitor audits, brainstorming solutions, sketching ideas, and storyboarding. I gathered a team of experts, stakeholders, a lead engineer, and a note-taker to perform design sprints.

Next, I mocked up wireframes with OmniGraffle to discuss with stakeholders and management. With the approved wireframes I started mocking up flats with Sketch. I then used Invision to prototype the user experience. I did visual and audio recordings of the UX tests with 4 different users that were not familiar with the project. These tests resulted in insightful feedback for me to make the iterations needed to make the best user experience I could conceive of at that time. Next, I exported the mockups in Zeplin and handed them over to development.