Digital Ad Builder

Solution: UX Leadership and Print Innovation

As the Manager, Digital Design & Development, I led the User Experience (UX) design for this critical marketing automation program. AdWorks 1.0 functioned strictly as a print automation tool, empowering in-house ad teams, local marketing teams and third-party dealers to:

• Create their own advertisements using corporate pre-approved assets for seasonal campaigns.
• Manage local store listings for inclusion in print advertising.
• Deliver camera-ready artwork via FastChannel directly through ad networks.

A notable technical innovation integrated into this print-only system involved maintaining quality across diverse media platforms: the system automatically profiled all newspaper outlets and adjusted the ink levels based on the press-type to improve color consistency and quality across all ads.

Impact and Measurable Business Results

The strategic application of UX design and automation delivered significant, measurable success for the client:

• Increased Production: The AdWorks 1.0 program dramatically increased the client's output, growing the volume of print advertising from approximately 11,000 print ads per annum to over 20,000.
• Enhanced Efficiency: This near-doubling of ad production was achieved without requiring additional staffing, demonstrating exceptional operational efficiency and enhancing user engagement.

By aligning strategic design solutions with the client's business objectives, this program successfully supported the massive local advertising needs of the Cingular brand during a period of significant growth.