Annalect is Omnicom Media Group’s data and technology division, powering smarter media investment decisions across their global client portfolio. For their OmniRomi product launch, I designed a tool that helps marketers model, compare, and optimise their return on media investment.
OmniRomi is a complex product solving a genuinely complex problem — how to model media spend scenarios and understand the likely return on investment across different channel mixes. The design challenge was to make that complexity navigable for senior marketers who needed insights fast, not a PhD in data science.
The design process began with stakeholder workshops to understand what decisions the tool needed to support, followed by rapid prototyping of key user flows. Testing with real users shaped the final interface — a step-by-step flow that takes users from input to insight without requiring them to understand the modelling engine underneath.
Data visualisation was a central design challenge — charts, projections, and scenario comparisons needed to be readable at a glance and comparable side by side. Results can be saved, edited, and shared within user accounts.
What this delivered
A complex data product that senior marketers can use confidently without specialist training.
Improved decision-making efficiency — users can model and compare scenarios in minutes rather than days.
Strong brand application maintaining Omnicom’s premium positioning throughout the product.
Accessible, responsive UI that works across the devices used in a corporate media environment.
Scalable design system for future product feature additions.
Tools & Apps used
Part of my work with BJM Digital
This project was completed during my time at BJM Digital, where I worked as Lead Designer within the in-house team. The client was engaged directly through the agency, and I was responsible for leading the creative direction and design execution. You can explore more of their work and services here.
