Maria Turk

Maria Turk

freelance ux designer


Process is a big deal

TAG CMD V.4 was complex MRM system that grew organically and was never designed with users in mind. It started off as an asset management system that expanded and incorporated a lot more features than was initially anticipated.

In order to understand the system myself and the rest of the UX design team started with current user interviews and workshops.

So what did we get out of the interviews?

The interviews allowed us to understand what features in V4 the users wanted and which ones they didn’t want. It also helped us understand the user’s goals irrespective of the software they were using. We let those goals act as a guide that helped us decide what features to keep and which ones to throw away.

I then visualised all our findings into a readable graph for later reference. I find visualising finding at this stage really helpful as a way to declutter the vast amount of information gained from workshops and interviews.

At this stage I also made an initial audit of the current system.
This helped me figure out if any features were repeated or redundant.

I used this information to analyse the UX wins and the fails.

I then synthesised the discussions with current & potential Tag CMD users into personas.

Each persona had a set of real world goals and what the users would like to achieve with Tag CMD

For this project I identified four personas. These personas would later help with many of the design decisions I was faced with.

In the next stage I began drawing out the user journeys based on the user goals set out for each persona.

This is where the system began to take shape. So, together with the developers I went through the initial scamps to try and identify potential technical difficulties.

To simplify matters we along with the product owners decided to divide the system into three basic components. Asset Management, Project Management and Administration. With each personas’ goals in mind, I began to work on the wireframes for the asset manager.

In order to manage the sheer complexity and vastness of the system we decided to incorporate lean UX as a process. As we identified requirements through further interviews and workshops we would add these requirements into a JIRA ticketing system. We then made sure the UX designs were always two sprints ahead of development. The product owners would then decide which of the JIRA tickets would need to be developed and the designs were produced accordingly. After the design phase we would have a review with the developers. It would also go through some user testing. Once the designs received a sign off they would get developed.


TAG CMD is Tag’s enterprise-level Marketing Resource Management (MRM) solution. The brief require the redesign of the then current TAG CMD v.4. The most challenging thing about the work was understanding the many faceted parts that belonged to the MRM system and the need to deliver a wide range of complex features for a specific user group.


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