Outfront
OOH Advertising Services & Marketing Solutions
Data-Driven UX Strategy for Next-Gen Out-of-Home Media
As the Lead UX Designer at Monks, I spearheaded the digital transformation of OUTFRONT’s online platform. My objective was to translate their vision of “location, creativity, and smart audience data” into a high-performing digital experience. By aligning the website’s design with OUTFRONT’s physical out-of-home advertising approach, I ensured that the digital touchpoint served as a powerful engine for brand-audience connections and measurable business growth.
Challenge
OUTFRONT is a leader in the OOH (Out-of-Home) space, yet the challenge lay in making the complex world of physical media assets accessible and intuitive within a digital environment.
The Problem: The existing interface struggled to convey the scale and data-rich nature of OUTFRONT’s inventory, making it difficult for advertisers to quickly find and leverage the right media locations.
The Goal: Create a user-centric platform that mirrors the physical impact of OOH advertising through a sophisticated, data-driven digital interface that boosts user engagement.
Insights
To bridge the gap between physical billboard impact and digital media planning, I led a strategic research and discovery phase:
Audience Data Integration: Analysed how media buyers and brands interact with location intelligence to ensure the design supported data-heavy decision-making.
User Research: Conducted research to identify friction points in the media selection journey, focusing on how to visualise geographic and demographic data effectively.
Brand Alignment: Collaborated with stakeholders to ensure the digital presence reflected the “creative-first” mission of OUTFRONT’s physical advertising assets.
Action
I implemented an iterative design strategy that focused on technical literacy and a deep UX dive to simplify the user journey:
Iterative Design Methods: Orchestrated a series of design sprints to prototype and test complex data visualisations, ensuring the platform remained intuitive despite its technical depth.
User-Centric Interface: Developed a clean, responsive UI that allows users to navigate high-volume inventory through smart filtering and location-based search tools.
Strategic Experience Mapping: Created a seamless path from “inventory discovery” to “campaign inquiry,” directly aligning the user flow with OUTFRONT’s sales and marketing objectives.
Technical Synergy: Worked closely with development teams to ensure that the integration of real-time audience data and map-based features was performant and visually impactful.
Impact
The new platform successfully elevated OUTFRONT’s digital maturity and strengthened its market position:
Increased Engagement: The user-centric design led to a significant boost in key engagement metrics, proving the effectiveness of the data-driven UX approach.
Operational Clarity: Streamlined the process for advertisers to discover and analyse media assets, reducing the time from initial search to lead generation.
Brand-Audience Synergy: Successfully reflected OUTFRONT’s core mission by creating a digital space that facilitates meaningful connections between brands and their audiences.
ROI-Focused Growth: Directly supported business objectives by providing a scalable platform that effectively showcases the value of OUTFRONT’s smart audience data.