Omni 3.0

Transforming fragmented tools into cohesive experiences with the Omni platform

Company

Annalect

Role

Lead UX/UI Designer

Duration

6 months

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Preferred New Experience

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Preferred New Experience

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Increase In Efficiency

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Increase In Efficiency

Overview

Omni is a unified platform that serves as a gateway to over 15 core applications. Together with integrated third-party tools, it manages data, inventory, and client assets—empowering teams across media, creative, and campaign management to deliver personalised marketing experiences at scale.

My Role

As the lead designer on Omni 3.0, I defined the UX strategy for the new platform, driving consistency across the 15+ core applications, aligning interaction patterns, navigation logic, and visual language to create a seamless experience. By mapping end-to-end user journeys, I optimised the landing page as well as improving flow between products. I also led the integration of AI throughout the platform, enhancing decision-making, automating repetitive tasks, and surfacing contextual insights to support faster, smarter campaign execution.

Problem Statement

The current version of Omni (Omni 2.0) presented a fragmented user experience across its 15+ products. The landing page lacked clarity and failed to guide users toward next steps, making it an inefficient starting point. Inconsistent styling, layout variations, and widespread accessibility issues further compounded the problem—resulting in a steep learning curve, disjointed workflows, and increased time to complete tasks. Our new generative AI had also been added to the platform, but was currently more of an after-thought rather than seamlessly integrated into the experience.

Our Goals

Redesign the landing page as a strategic entry point:  Create a clear, intuitive hub that guides users toward relevant next steps and supports task continuity.
Improve cross-product workflow coherence:  Map and streamline campaign flows across tools to minimize friction and support seamless transitions between tasks.
Integrate AI to enhance personalization and productivity:  Embed AI-driven features that adapt to user behaviour, surface relevant insights, and automate repetitive tasks -empowering users to work faster and smarter across the campaign lifecycle.
Enable customization for diverse user personas:  Design flexible interface components and tailored workflows that adapt to the needs of different roles - whether media planners, creatives, or campaign managers - ensuring relevance and efficiency across the platform.
Establish a consistent visual and interaction language:  Define and apply a shared design system to ensure styling consistency and reinforce platform identity.
Address accessibility gaps across the platform:  Audit and resolve accessibility issues to ensure inclusive, compliant experiences for all users.
Reduce time-to-task and learning curve for new users:  Simplify navigation, clarify affordances, and surface contextual guidance to accelerate onboarding and task completion.

Overview

My Role

Problem Statement

Our Goals

Redesign the landing page as a strategic entry point:  Create a clear, intuitive hub that guides users toward relevant next steps and supports task continuity.
Improve cross-product workflow coherence:  Map and streamline campaign flows across tools to minimize friction and support seamless transitions between tasks.
Integrate AI to enhance personalization and productivity:  Embed AI-driven features that adapt to user behaviour, surface relevant insights, and automate repetitive tasks -empowering users to work faster and smarter across the campaign lifecycle.
Enable customization for diverse user personas:  Design flexible interface components and tailored workflows that adapt to the needs of different roles - whether media planners, creatives, or campaign managers - ensuring relevance and efficiency across the platform.
Establish a consistent visual and interaction language:  Define and apply a shared design system to ensure styling consistency and reinforce platform identity.
Address accessibility gaps across the platform:  Audit and resolve accessibility issues to ensure inclusive, compliant experiences for all users.
Reduce time-to-task and learning curve for new users:  Simplify navigation, clarify affordances, and surface contextual guidance to accelerate onboarding and task completion.

Competitive Analysis

Media & Advertising Landscape 

Through competitive analysis of media and advertising platforms, we observed a clear industry shift toward AI-driven experiences. Generative AI is increasingly central to campaign creation - streamlining workflows through conversational interfaces and outcome-oriented actions. These patterns reinforced the need for Omni to embed AI not just as a feature, but as a strategic layer that accelerates user goals and simplifies complex tasks.

Cross-Industry Inspiration

We also drew insights from adjacent ecosystems like Microsoft 365, Adobe, and Canva - leaders in managing multi-product platforms. Their approaches to unified navigation, shared design systems, and role-based customisation helped inform our strategy for creating a cohesive, scalable experience across Omni’s 15+ applications.

User Research Insights

Through user interviews, usability testing, and observational studies, we uncovered key opportunities to enhance the portal (landing page) experience and better support the diverse roles within client campaign teams. Our research highlighted the need for:

Role-aware personalisation: Understanding users’ roles, teams, and deliverables to tailor the interface and surface relevant actions.
Customisable workspaces: Giving users control to organise their tools, tasks, and views based on their workflow preferences.
Contextual collaboration: Embedding opportunities for team interaction directly within campaign flows to reduce fragmentation.
AI-powered acceleration: Leveraging AI to streamline repetitive tasks, surface insights, and improve campaign outcomes through smarter guidance.

These insights directly informed our design strategy for a more intuitive, efficient, and scalable platform experience.

User Flows

While campaign execution often follows a linear path, we observed that real-world workflows adapt dynamically. To support this fluidity while maintaining clarity, we focused on reimagining the Omni landing experience as a central hub for orchestrating the entire campaign lifecycle.

The redesigned user flows were structured to reflect the core stages of campaign development - audience creation, investment planning, media planning, and beyond, all within a single, connected interface. This approach provided users with a clear sense of progression while allowing flexibility to pivot, revisit, or reprioritise tasks as needed. The result was a more intuitive, role-aware experience that aligned with how teams actually work.

These user flows became foundational for cross-functional alignment - guiding product decisions, informing interface design, and shaping the platform’s evolution toward a more intuitive, intelligent, and scalable experience.

User Flows

Testing

To validate design decisions and uncover usability issues early, we conducted unmoderated user testing using UseBerry. This allowed us to simulate real user interactions with interactive prototypes and gather both quantitative and qualitative feedback.

Key outcomes included:

Task completion insights: Identified drop-off points and friction in key flows, such as campaign setup and navigation between tools.
Time-on-task metrics: Measured efficiency improvements in redesigned flows compared to the legacy experience.
User sentiment: Collected open-ended feedback that uncovered both frustrations and moments of delight across key interactions.

These insights directly informed iterative design updates, helping us fine-tune the landing experience, streamline workflows, and ensure the platform met the needs of the different user personas.