Omniscope (AI-Driven Planning Tool) Revamp

What is Omniscope?

Omniscope is an AI-powered forecasting tool for omnichannel campaign planning. It helps advertisers plan, forecast, and optimize campaigns across channels such as display, video, and CTV using AI-driven predictions. It serves both internal solution managers and external advertisers.

So, What’s wrong with Omniscope?

Omniscope was facing low adoption. Many users found the tool difficult to use and overwhelming. As more features were added over time, the experience became increasingly complex, with a fragmented workflow that made it harder for users to understand and navigate the tool.

“Most of my clients hesitate to use Omniscope because they simply don’t know how to start. Even as someone close to the product, I found it pretty overwhelming and confusing, which makes its low adoption feel like a real missed opportunity.”

— Platform Solution Manager (Internal User)

What did I do?

In this project, I led the design vision and later execution of its revamp, clarifying its value, simplifying the workflow, and strengthening design consistency across the platform.

BEFORE

AFTER

Impact

This project is still in development and is expected to reach GA by the end of December 2025. While final product metrics are not yet available, early testing and stakeholder reviews already signal strong impact.

Reduced default targeting options from 35 to 10, cutting interface complexity by ~72% during initial setup
Shortened time-to-first-valid-forecast by over 66% by reducing trial-and-error loops from 3–4 attempts to 1
4.5 / 5 on ease of use and visual refresh

“I’d give it a five. It feels completely updated. It’s more intuitive and a lot more user-friendly than the current one. The navigation and the insights—the way to generate them—the navigation seems really easy once you just get to work. I really like the layout of it. It’s quick and easy to figure out what you need and quick and easy to edit.”

— External Users

🔍 Phase I - Vision Exploration

This work started as a vision project between the PM and me. We had been noticing Omniscope’s overwhelming workflow and low adoption for a long time, but it never received enough priority on the roadmap.

Instead of waiting for resources, we initiated a vision exploration to define what an ideal forecasting tool could look like. Our goal was to imagine an experience that users would actually enjoy using, one that not only simplifies forecasting but also naturally fits into how they plan and set up campaigns.

Team

2 Product Designer

1 Product Manager

1 UX Researcher

Timeline

Dec 2024,

1 Month

My Role

Partnered closely with the team to identify real user pain points and define design opportunities.
Led rapid prototyping and validated the concepts through iterative user testing.

How we approached the problem?

To uncover the real workflow friction and define a clear design direction, I led and contributed to a set of focused, cross-functional activities.

Use case and workflow alignment

I worked closely with the Product Manager to clarify core use cases, refine end-to-end workflows, and align on success criteria from both user and business perspectives.

Cross-functional group sessions

Together with PM and UXR, I helped facilitate working sessions with internal stakeholders to surface key pain points, assumptions, and technical constraints early.

Heuristic evaluation

I conducted a structured heuristic review of the existing Omniscope experience to identify usability issues across navigation, information hierarchy, content density, and interaction patterns.

Ideation and prioritization

I led collaborative brainstorming sessions with other designers and synthesized ideas using an impact versus effort lens to prioritize directions that were both meaningful for users and feasible to ship.

Rapid prototyping and user testing

I partnered with UXR to quickly prototype and test key concepts with both internal and external users. Through fast iteration cycles, we validated assumptions and set design directions for future phase.

What we learn from research?

Users feel overwhelmed by visual noise

Too many irrelevant or unavailable options increase cognitive load and reduce trust.

The tool’s value isn’t immediately clear

Users don’t quickly understand what Omniscope does or how to start using it confidently.

Key features are hidden or poorly placed

Important capabilities exist but are hard to find, causing underuse.

Different working styles aren’t well supported

The tool doesn’t smoothly support both quick-start and detail-heavy planning approaches

Insufficient guidance for decision-making

Users lack clear direction on how to interpret results and apply best practices.

Users prioritize familiarity over visual novelty

Users value a familiar, predictable experience over stylistic changes that increase learning effort.

Problem Statement

❓

How might we clearly communicate Omniscope’s value and streamline its complex workflow so users can start confidently and plan campaigns effectively?

🥶 Pause and Return

The project was paused due to a shift in company strategy and resource priorities.

Proposing a full tool revamp was never easy, especially in a large organization with competing initiatives. But before the pause, we had already defined a clear design direction through research and alignment. The foundation was there. It just wasn’t the right time yet.

One year later, things changed...

🚀 Phase II - Design Implementation

This project returned to the company’s focus in September 2025, when the overall product strategy shifted toward a simplified workflow with a visual refresh, planned for market launch in January 2026.

There were many areas across the product that could benefit from this direction, but time and resources were limited to a single quarter. Omniscope was prioritized because we had already completed early research and was ready to move forward quickly.

Team

1 Product Designer

1 Product Manager

1 UX Researcher

2 Developers

Timeline

Sep 2025 - Dec 2025

Design Phase:

Oct 2025, 4 Weeks

My Role

Solved detailed design challenges and made thoughtful trade-offs to align with dev capacity and timelines
Refined and standardized visual patterns to create a more consistent, calm, and modern experience across the tool

What we need to focus on this time?

Design Strategy

Streamline existing workflows instead of redesigning them to reduce user re-learning and implementation risk
Drive impact through UI and experience improvements without changing backend architecture
Refine and strengthen existing design patterns to improve clarity, consistency, and visual quality across the platform

Redefined Problem Statement

❓

How might we streamline Omniscope’s workflow while clarifying its value and refreshing its UI within a limited timeline?

🖼️ Design Outcome

HMW clarify Omniscope’s value and enable a confident start?

Introduced a value-led onboarding page with a clear quick-start entry point

It keeps a familiar, tool-like structure so it doesn’t feel like a brand-new system to learn, but adds a much clearer entry point. Users see what Omniscope can help them achieve before they start, and there’s one obvious place to begin, instead of multiple competing actions.

BEFORE

AFTER

HMW simplify the forecasting setup process?

A guided and focused setup workflow with live insight previews

The experience surfaces the most commonly used parameters by default and progressively reveals advanced options based on context. Unnecessary and unavailable items are removed to reduce visual noise. Forecast insights are partially moved into the input phase so users can see the impact of their choices in real time instead of relying on trial and error.

BEFORE

AFTER

HMW bring visual refreshment to the product?

A clean experience built on more modern, consistent design patterns

For example, the left navigation keeps its familiar structure but is now more organized, with improved spacing, clearer hierarchy, and better information density.

Across the product, we aligned typography, spacing, and component styles with updated design system standards. This brought a more polished and calm visual experience while preserving user familiarity and reducing re-learning cost.

BEFORE

AFTER

📈 Impact

72% ⬇️

set up complexity

66% ⬇️

time to first valid forecast

4.5/5

ease of use and visual refresh

“

I’d give it a five (out of five). It feels completely updated. The navigation and the insights—the way to generate them—the navigation seems really easy once you just get to work. I really like the layout of it. It’s quick and easy to figure out what you need and quick and easy to edit.”

“

It’s more intuitive and a lot more user-friendly than the current one. I especially like that it lets you select more targeting options if you need to and that you’re not forced to look at everything at once.”