Manage Assets

Omnicom

Client

Omnicom

Role

Product Designer

Duration

4 months 2025

Challenge

Brand managers and production teams (like Jason, Associate Director of DCO Activation, and Soraya, Technical Director for Addressable Content) were managing thousands of creative assets across multiple sources (Iconik, Bynder) with no unified, scalable way to browse, filter, score, or act on them.

Approach

Grounded the work in real user research — built detailed personas (Jason and Soraya) capturing goals, pain points, tech needs, and psychographics from actual DCO/production roles, rather than designing from assumptions.

Mapped the end-to-end journey first — diagrammed the full flow from "Open Production Console" through Manage Assets (Select Libraries → Preview Asset Details → Score the Assets → Open Assets in Build Creatives → Create Brand Templates) into Build Creatives, to understand handoffs between asset management and creative production before designing screens.

Prioritized pain points as design requirements — translated specific complaints (excessive scrolling, no compact/expanded view toggle, poor filtering by size/URL/preview, inefficient handling of 100+ assets) directly into interface requirements rather than generic best practices.

Layered in AI-assisted intelligence — designed the Asset Intelligence view (OmniScore, AI Video Insights, Framework Breakdown) so users get automated scoring and actionable recommendations (e.g. "remove on-screen product mention," "add a dynamic opening") directly on top of their assets, addressing the tech need for automated, data-informed decisions.

Solution

A centralized Assets library where production teams can browse, filter, and manage thousands of assets across integrated sources (Iconik, Bynder), organized into Brand Kits, Projects, and Collections.