Zigcast -Improving the overall user experience of a digital signage advertising company.


Obinna Momah- UX Designer,
Bernard Gabriel - UX Designer.


Figma, Slack, Google Forms.

My Contributions

Competitor Analysis, Persona, Ideation Workshop, User Flow, Wireframes, Prototype, Usability Testing, Presentation.


How might we redesign Zigcast in order to make users feel ease and familiarity with our product ?

General Overview

I had just completed a huge part of my UX springboard program where I had been given the opportunity to work with Bernard Gabriel, another UX designer also enrolled in the program likewise. Our goal was to solve a real world problem for a client.

In the past decade, we’ve seen a massive shift from traditional print and billboard marketing to the ever present digital and online advertising. Within just the past few years, we have either become desensitized or less influenced by these digital efforts.

Zigcast is a start-up digital signage company that seeks to empower individuals and businesses to reach and retain audiences in physical spaces with its modernized form of traditional marketing.

Understanding how advertising affects digital and social media marketing strategies

Small businesses believe that the investment in advertising is often seen as an expense as opposed to way of generating revenue. Business owners with superior qualifications tend to believe less in the effectiveness of advertising. These owners lack the knowledge and skills to apply and trust digital marketing strategies.


of companies use digital
signage because of branding


of Ad agencies use digital
signage to promote clients.


of Colleges currently employ
digital Signage.


of users anticipate an increase
of digital signage users
in the next 2 years

Surveys and Interviews

We sent out a survey/screener to at least 30 people via email and received a total of 18 responses. From the responses received, we went ahead to have virtual interviews for 5 out of the 18 participants that had responded. We gathered enough information to know we were looking for individuals that are aged 20-55 years old that had considered using or supporting a marketing strategy. These individuals were more likely than often to be college students, marketing professionals, or business owners. We expected these group to be tech savvy with an awareness of digital marketing services.

Understanding the Competition with heuristics in mind

We thought about the product and how it would fit into today's world and market. We wanted it to have a compelling competitive advantage over others in the marketplace. We looked for applications that could have similar functions and looked at the UI screens of the Uber, Yelp and Instacart application and measured consistency standards as it is safe to assume people use other digital products than yours.

We looked at Optisigns, Zigcasts's direct competition. Zigcast currently worked this way; a user would log in, upload a picture and set a timed advertisement remotely so it appears on the Kiosk screens in any stores placed.
Optisign on the other hand, had way more functionalities. You could pick from a variety of templates and pick from an array of multiple screen sizes. You also had the option to upload directly to a kiosk. Optisign had features that we would expect of Zigcast 3 years into the future. We also wanted to design for visibility of system and status to show confirmation that an action that has just taken place.

Reviewing the Current application

Learning about our users by studying the current application.

We had another interview that was performed remotely with a total of 5 participants to test the initial product. We wanted ZigCast users to accomplish the following goals with the current application. We created mock credentials to enable users have access to all features.
We gave a scenario which included the set of tasks mentioned and observed how the users interacted with the application to help with their own marketing efforts.
The video below show what a user flow looks like when a user sets up an ad to be promoted in a restaurant on 4 different weekdays on the week of April 18 during the hours of 6pm and 9pm.

  • Sign in the application as an advertiser.
  • Set up an Ad.
  • Add Ad to Cart
  • Search up for kiosks in specific locations.
  • Set up payment
  • Payment confirmation

After testing, we understood the following

  • The sign-up process failed to give users an understanding of what the application was about. 
  • The Participants found the home screen confusing due to the wordings and labels used.
  • The participants had difficulty in sorting out which kiosk they would want to advertise on.
  • Most participants eventually figured how it worked at the end, although they were confused at the beginning.

Searching for a location to advertise on.

The video below show what a user flow looks like when a user searches for a specific kiosk location in Orlando, Florida and sets up another ad to be promoted on 2 different weekdays on the week of April 18 during the late hours of 9pm and 11pm.

Defining our users

Using Affinity Maps to create a mental model of user's concerns.

We wrote down key quotes from the interview sessions we had which helped in creating a mental model of what the users concerns were about. This was by far the most challenging part. We had limited time to make a proper analysis and come to firm conclusions regarding the persona information we had.

We had grouped the quotes we got form interviews into affinity maps and the biggest concern was performance data tracking, with every user making it as a major complaint. One of the biggest barriers to advertising in physical spaces was figuring out how to keep track of its performance and the fairness in cost.

Understanding our users better using Empathy Maps.

After evaluating the initial interviews we initially ended up creating one empathy map with would match with one persona. We backtracked on our decisions to make sure we were not being biased in our understanding of the users. Real world apps would encounter multiple variation of users. Our bias was mainly because we focused on interviewing people with experience in advertising and media but what if they had none at all ?
This led us to create two different empathy maps and personas which articulated what we understood from the users to prioritize their needs.

Defining the personas

Based on the interviews/workshop we set up two personas. We referred to them throughout the entire product development process.

Helen the "Hesitant'.

  • She is your typical small business owner, she doesn't have a lot of bandwidth and resources outside managing her business.
  • She is also hesitant to spend on marketing even though she values it.
  • Ideally Helen would need a tool that is easy to use and wouldn't take up much of her time trying to understand it.

Steve the 'Strategist'

  • He is your typical marketer, he is a strategist. He needs to feel confident with his marketing-spend decisions.
  • He is already familiar with this space, the tools he needs to seem familiar to him.
  • He dislikes complications and wants to have full control of his marketing
  • He would not commit to a strategy if he can't prove his value.


We were able to have a general understanding of the users and their overall relationship with the current application from the insights we had gathered.

What we learnt:

  • The users are deterred by tools with overly complicated setup and unfamiliar processes.
  • The users are often uncommitted to marketing tools that do not assure confidence in their spend.
  • The users aren’t as well versed in modern traditional marketing as they are famiiar with the digital spaces.

What success looks like:

  • We would want to make users feel ease and familiarity with our product.
  • We would want users to feel more confident in their marketing spend.
  • We want to ensure users of the value of digital signage so they can make educated decisions.

Creating a Solution

Sketching the Red Routes

Red routes were sketched as a first step in visualizing a digital solution. The sketches show an onboarding process because the interviewees were confused on what the application does. It also shows a system in which data is collected from an advertising campaign and shown to the user.
After reviewing other competition, it made sense to have an option to create a design from in-app templates as well as also having option to use google maps for navigation.

Creating the main user flow

We created an MVP with the user flow focusing only in the main tasks the user would have to achieve.
The user flow shows the path the user takes from the sign up process to the creation of an advertising campaign

Site Maps

We focused on prioritizing the most important actions the user is likely to carry out. We designed a seamless navigation system for the user to conveniently switch screens/pages.

Planning out user flows with the lo-fidelity prototypes

We created the wireframes and we tested specific user flows. We created "Campaign Mode", an efficient way of linking the process of creating an ad and advertising it in a kiosk location. We wanted the users to be able to have a location filter which enables the users to filter their choices. We also added an option of advertising in one or multiple locations. Another important user flow was a feature which allowed the user to create designs on the application to compete with industry standards set by big brands like Optisign.

Creating the Design Guide

While recreating a new design system, we maintained the brand's colour scheme and added a blue accent to complement the brand's colours. We complemented colour with the Proxima Sans font which is typically used in digital interfaces.

Testing our Solution

Conducting the tests with users.

As mentioned earlier, the timeframe for this project was about 5 weeks and we had about 1 week left to get something out. We created a survey included with a list of tasks we wanted the user to complete. We wanted to carry out 2 different interview sessions. An interview session would be conducted remotely with 5 different participants individually. We wanted these sessions with 10 different participants. The problem was that we only had time to squeeze these sessions in

We wanted each users do this:

The current application's sign-up process failed to give users an understanding of what the application was all about. The sign up process was completed quickly and onboarding information seemed clear to each participant.

Better Understanding of what the application is about

Posting an ad is still confusing to the some users

The home screen showed the dashboard and it was received well. Users understood that the empty state and empty data points were intended for account wide summary. Users understood found some of the new improved UI features integrated into the process of posting an ad confusing such as it wasn't clear where to post an ad for some.

An intuitive kiosk selection process with some errors.

Kiosk location selection process was intuitive and easily understood by users. Time slots were interpreted differently to the users from how we originally assumed.

Users loved the "Campaign Mode" feature but found some information inaccessible

The campaign acted as a checklist for the users to enable them complete and commit to the task. Campaign overview slider wasn't immediately clear to users - adding a title or header could solve it. A need to reorganize the slider so information breakdown is accessible in a compact way.



Due to the duration of the time period, we weren't able to complete the project. We took in key learnings from testing the application with users although we were not given the chance to provide further solutions due to external factors beyond our control. Overall, I had so much fun working on this project with Bernard, my Team member and I had the opportunity to learn so much about the marketing and advertising space.