mms Intelligent Media System

2012-2014 · B2B Software · Digital Signage · UX Redesign

Overview

The Intelligent Media System (IMS) is a platform for digital signage that facilitates the scheduling and distribution of content to screens at multiple distant locations. It serves as an online command center for businesses managing large media networks, consisting of IMS Manager, Monitoring Tools, Setup Tools, and Content Creator.

The Challenge

Redesign complicated digital signage software suite for improved aesthetics and user satisfaction. The existing software was complex and not user-friendly, requiring a complete UX overhaul.

Audience

Target users were businesses with multi-location digital screens—companies like Douglas Holding Perfumery, NEC, and ASEAG public transport system. The actual operators managing content playback were the primary users.

Team & My Role

Team: CEO, CTO, 4 developers, graphic designer, marketer, information architect, and myself as interaction designer.

My responsibilities:

• Personas and concept generation
• UI design and specifications
• Human-computer interaction improvement
• Usability testing
• Copywriting and text internationalization
• Wireframing
• Scheduling problem-solving
• Marketing material redesign

Constraints

• No dedicated user research budget—required fighting for field observation resources
• Investor pressure for quick ROI
• Implemented feedback button collection system
• Used "red routes" prioritization technique

Understand and Research

Initial team briefings from developers, architects, CEO, and marketing. Conducted interviews and field studies. Developed user flow diagrams. Transformed interface from Excel-like to user-friendly design. Created personas using Barnabas Nagy's template.

Prototyping

Started with paper prototypes for interface and micro-interaction testing. Built clickable prototypes in Axure RP Pro. Integrated high-fidelity screens from graphic designers into prototypes.

Testing and Feedback

Conducted on-site prototype testing with main customer employee. Task completion timing analysis showed significant efficiency improvements. Usability observation drove interface refinements, with special focus on time span/repetition controls for content scheduling.

UI Specifications

Created style guide for consistency across products. Documented design patterns. Standardized color scheme.

Marketing

Redesigned homepage layouts and copywriting. Complete company homepage redesign.

Outcomes

• Prototype tested more efficient and engaging than previous version
• Raised awareness of design importance within the company
• Software was acquired and is still in use (under a different name at walkby-sys.de)

Retrospective

Key learnings from this project:

• Never design without meeting users — direct observation is non-negotiable
• Communicate insights clearly to earn trust for user-centered methods
• Observing actual user behavior matters more than what users say they need
• The value of field research in understanding real workflows

This experience led me to pursue a Master's in Usability Engineering at Rhine-Waal University.

Company outcome: mainstream media solutions GmbH closed in 2014. The software was acquired and remains in use under a different name.