B2B Software redesign //
UX Case Study
Axel Springer's MDS is the MOST USED software for media planning (advertising campaigns) in Germany.
In order to respect the users acquired during the past 25 years, I have started my process by interviewing B2B and B2C customers.
· I have mapped the best and worst features.
· Conducted a benchmark analysis.
· Organised 4 qualitative User Testing sessions, interviewing more than 30 users.
· Produced and iterated the prototype for weeks.
The outcome is a new, modern, responsive software that highlights the best from the classic MDS and features new functionalities requested and tested by real users.
The old software:
New, modern, responsive.
The software is almost 25 years old, the last update was just to move it out of a CD-Rom and make it usable on a browser.
It's a product of Axel Springer and sold & used by most companies in Germany.
The Team by AS decided it is time to redesign the tool in order to keep up with the competition.The new Software will be available from Fall 2020.
But how and where to start?
· How might we
· 2-years goal
· Pains & Gains
The Design Sprint:
I have organised a shorter Design Sprint (only 1 day of in-person workshop).
I have initially created 2 Figma prototypes starting from mapping the most important user stories.
I then run an A/B testing with 7+ users.
Steps to create the first prototype:
The results were impressive and the main team decided then to move on to phase 2 and 3, where I have redesigned the software more extensively based on the feedback I have got from power users.
We never use our own opinion to approach a project, but rather we listen to what the users have to say.
We then add our Design Expertise (UX and UI) and design great working and super good looking tools.