## Greenfield

An advanced advertising product that bridged search and display advertising.

High pressure, very aggressive timeline, remote teams and a ambitious yet initially vague charter made this a challenging project. This work was completed in 2011 over a period of a 6 weeks.

My involvement with the project started with an initial kick off meeting that brought together stakeholders and designers. The output from this session was a set of high level flow UI that was validated with user testing. Over the course of the next few days, the very nature of the product went through significant changes. This is normal, given what we were trying to achieve, however we also wanted to complete wireframes in a 3 - 4 week time frame. The process I adopted was to iterate on a long form user experience story . Once we came to a version that we believed met business goals, spoke to the desired user experience and was feasible from an engineering stand point, I started created the next level of user flows. I used click throughs that also presented the users perspective in the context of the flow itself. After this I rapidly iterated on versions of wireframes will we were able to converge on a version to start implementation.

When working on highly innovative products, it is almost impossible to separate the feedback on UI flow from feedback on the actual business case - however the feedback can be offered as issues identified within the flow. In addition, changes in the business strategy can deeply impact the UI flow. By adopting the approach of rapid iteration over text stories, I was able to align the entire team on what the aspirations for the product was in terms of the business and the user experience and then present the wireframe iterations in this context - and we were then able to iterate quickly on the flows using wireframes.