Adarth - Outdoor Advertising B2B SaaS (0-1)
Optimizing Outdoor Advertising
Adarth, a technology enabler for outdoor advertising, aimed to streamline operations for both advertisers and media owners. While advertisers needed a seamless way to book and measure outdoor campaigns, media owners required a robust Inventory Management System (IMS) to track availability and operations efficiently. During this project, I focused on designing an interface that aimed to simplified a fragmented space and complex decision-making processes.
Role
UX Research UX Design Visual Design
Duration
Jan 2021 - July 2021
01
Understanding the Problem
METHODOLOGY
Stakeholder interviews to align with the founder's vision
Generative interview with advertiser and media owners to understand their workflow and painpoints
Internet research to evaluate existing solutions
LEARNINGS
Outdoor advertising lacks a standardized digital workflow. Initial market research with the media owners helped us learn that the media owners relied on pen-and-paper methods, leading to:
Inefficiencies in tracking inventory availability
Delays in bookings due to fragmented data and communication strategy
Lack of transparency for advertisers regarding campaign performance
IMPACT
After learning this, the team decided to pivot from a brand-facing campaign booking tool to an inventory-first strategy, developing a comprehensive Inventory Management System (IMS).
02
Designing the initial Inventory Management System prototype
Design Goals
Data-rich yet intuitive interface for media owners
Quick inventory updates via simple workflows
Automated reporting for better transparency
Key Features Designed
Interactive inventory map for real-time availability tracking
One-click report generation to send to advertisers
Data visualizations (graphs & tables) to show revenue, occupancy, and trends