TYNY -WPP
THE PROBLEM
WPP collect marketing spend data from 60+ markets every year across multiple channels. The process was entirely manual — managed through spreadsheets, inconsistent across markets, and difficult for the central team to consolidate and analyse. The brief was to design a SaaS product to replace it.
My ROLE
Design Lead — discovery, stakeholder interviews, scope definition, AI prototyping, and UX design. Currently at final design sign-off.
SIMPLIFYING COMPLEXITY
After a Day Zero workshop and stakeholder interviews across central and market teams, I used Claude to generate rapid AI prototypes early in the process — before full design work began. This gave developers a tangible reference point from day one, helped external stakeholders react to something real rather than imagining it, and compressed weeks of back-and-forth into focused feedback sessions. Throughout the project I kept developers involved at every stage to stay on budget and avoid surprises in build. The core design challenge was breaking an extraordinarily complex multi-market data process down into something clean, intuitive, and usable across 60+ markets with varying levels of technical confidence.
THE RESULTS
Currently at final design sign-off. Before the project is complete WPP have already asked to expand the scope of our work together — bringing us in to solve other complex internal workflow problems across the business.
THE LEARNINGAI prototyping isn't just a design/coding tool — it's a communication and alignment tool. Getting something tangible in front of stakeholders early, even if it's imperfect, accelerates understanding and builds confidence in a way that wireframes and written specs rarely do.