Annalect launched a people-based precision marketing and insights platform known as OMNI. OMNI has become a single foundation for all Omnicom agencies and its clients. OMNI is an open operating system that helps marketers orchestrate better outcomes by leveraging the same data across OMNI’s different application suites. It creates a common framework that connects data, insights, planning, activation, and optimization. The outcome is a more accurate picture of your consumer and a more authentic connection with your brand.
The team at Annalect wanted our team at Perception to evolve OMNI by making it more intuitive and visually engaging, pushing the visualization of data and developing new methods of information design and consumption. While Annalect has a unique expertise in working with diverse datasets and algorithms, they looked to us to translate the data into engaging visuals with a cohesive story.
SAMPLE CAMPAIGN PATH
DESIGN WITH A PURPOSE
OMNI is defined and designed according to the following idiosyncrasies:
Reliable & Trustworthy:
OMNI is open and honest. It’s transparent in communicating what’s going on and it’s consistently keeping people in the know.
Forward-thinking & Logical:
OMNI is inquisitive, wanting to know more, do more and be in the forefront of technology. It’s not about what’s trendy—it’s about knowledge. And while OMNI is a forward thinker, always pushing the envelope, it’s also grounded in its commitment to the end goal.
Approachable & Accessible:
OMNI is patient, understanding, and conversational. It doesn’t talk down to anyone with pretentious jargon but is happy to mix it up and engage in a healthy debate or share new insights.
LOOK DEVELOPMENT OF MEDIA BUYER CAMPAIGN
DISCOVERY AND DESIGN FOCUS PHASE
The first step was to understand OMNI and how current users were navigating through the program. Since the program is very robust, we needed to focus in on a single path to concentrate our design efforts. Once the single path was approved, we would then move to designing the full user experience. These different directions exposed the information needed in a different variety of designs.
ANALYSIS OF EXISTING HOME SCREEN
CONCEPT AND UX PHASE
Once a design was approved, we dove headfirst into designing the rest of the project. These frames show a deeper dive into a specific direction. As we fine-tuned the design chosen, we still wanted to add specific instances and cues that users would find interesting and experience what we call - “moments of delight”.
OMNI UX CONCEPT A
OMNI UX CONCEPT B
OMNI UX CONCEPT C
As we began explored options for OMNI's updated visualization, our team constructed sample wire-frames of how the program could operate under a new design. This skeletal framework provided a clear representation of the expected user experience.
To define high-level features, our final proposed designs provided the most value to users across all levels, including daily users, high-level users and trainers. We evolved these features and aligned them to significantly improve user experience of the program and provide awareness to the core experiences of OMNI. The team at Annalect were thrilled at how we maximized the flow and design for all its users across the entire platform.
PROPOSED FINAL - DIRECTION A
PROPOSED FINAL - DIRECTION B
Our designs and user experience for OMNI were well received by Omnicom to use for connecting data, insights, planning, activation, and optimization for its clients marketing initiatives. It gave them critical insights that helped this agency be one of the top agencies in the world. We are very proud to be part of such a powerful tool for such a global agency.