User interviews
Stakeholder workshops
User journey mapping
Information architecture
Prototyping
Usability testing
Transformed advertising allocation from spreadsheets to a seamless digital experience
Delivered 89% increase in operational efficiency through intuitive design
Reduced errors by 98% through intelligent validation and clear feedback systems
Generated 2.5x ROI on platform investment within the first year
Decreased account management costs by 32%, enabling reinvestment in strategic initiatives
What was the problem?
Head of Accounts
Endless email chains, error-prone Excel spreadsheets, and frustrated relationships between Channel 4 and their agency partners. What should have been strategic conversations about advertising effectiveness had devolved into administrative headaches that were actively damaging partnerships.
I led the complete redesign journey, transforming this fractured experience into a seamless digital ecosystem:
Conducting deep discovery interviews with agency representatives and internal teams
Facilitating collaborative workshops that aligned stakeholders with conflicting priorities
Creating a progressive and scalable design system that balanced simplicity with powerful functionality
Maintaining design vision through global development challenges and pandemic disruptions
Revenue Acceleration: The manual booking process was actively limiting how many campaigns could be processed, creating an artificial ceiling on ad revenue.
Competitive Advantage: In a market where streaming services were threatening traditional TV advertising, Channel 4 needed to differentiate through frictionless agency experiences.
Resource Reallocation: Sales teams and account managers were spending 70% of their time on administrative tasks instead of relationship building and strategic selling.
Data Monetisation: Valuable audience and performance data was trapped in disconnected systems, preventing it from becoming a strategic asset.
External agencies could allocate TV commercials independently
Users accessed real-time program metrics and demographic data
Multiple team members with different permissions gained appropriate visibility
Dynamic filters enabled smarter ad placement decisions
2.5x ROI on the platform investment within the first year
32% reduction in account management costs, allowing reinvestment in strategic initiatives
Significant reduction in churn among mid-sized agency clients
This project transformed my approach to B2B experiences, highlighting how the right balance of efficiency and empowerment can elevate transaction-focused interactions into true partnerships. The principles of progressive disclosure, contextual guidance, and strategic enablement now inform all my enterprise design work.
The project involved multiple departments with competing priorities and success metrics. By developing a structured workshop approach that visualized tradeoffs, I was able to build consensus around core user needs while acknowledging business constraints.
I underestimated users' attachment to spreadsheets, despite their limitations. By incorporating familiar patterns and providing clear fallback options, I was able to create a psychological safety net that encouraged exploration of new capabilities.
Creating a comprehensive design system early in the process allowed for consistent experiences across complex workflows. This approach not only accelerated development but built trust with stakeholders by demonstrating how individual components would work together as a cohesive system.