Dentsu is one of the largest global marketing and advertising agency networks in the world with 11,000 clients across 143 markets. Its solutions and services unlock opportunities for growth and business transformation across the customer journey.
Developing processes and products based on user research
To unify teams and win new business, Dentsu identified a need for a suite of products and processes that enabled disparate teams to be more efficient while remaining adaptable to local markets and clients. To avoid basing designs on assumptions and to have employees' pain points fully researched, internal teams appointed an external agency. However, with internal and agency teams working remotely due to the pandemic, inconsistencies across the newly designed suite could have caused problems.
Collaborative designs in a virtual world
By initially basing our designs on insights from internal stakeholders we had a baseline understanding of which problems to focus on. We then led remote discovery research to inform the design process further, interviewing over 200 employees. Inhouse and external design, development, research and product teams were brought together in remote workspaces to make decisions, share ideas, and give feedback.
The right solutions for the right problems
In just a few months, the media agency was able to bring global teams together with a series of problem-solving products. These products not only helped them to win new business but also embedded the test and learn culture within the in-house design team to enable them to continue to create the right solutions for the right problems. The agency also now benefits from a well-organised research repository containing transcribed videos including notes and insights for them to access ahead of future developments.
