Saatchi & Saatchi — Enhancing Core Services for a Premier NYC Health Advertising Agency
As VP of User Experience at Saatchi & Saatchi Health in New York, Ryan built a world-class UX practice from within the agency — producing award-winning work for clients like Abbott Freestyle, Pfizer, and AstraZeneca while significantly increasing billables.
Role: VP of User Experience
- Recognition
- Award-winning work
- Business outcome
- Increased billables
Overview
For Saatchi & Saatchi, a renowned advertising agency in New York, Ryan's work focused on embedding UX practices into the core offerings of Saatchi & Saatchi Health. His responsibilities included establishing UX practices, increasing billables, and fostering a user-centered design culture within the organization.
Challenge
The primary challenge was integrating the value of UX into the agency, a critical transformation that required a comprehensive reimagining of the firm's approach to its services. This involved pitching and securing new business, creating compelling proposals, and cultivating a deep appreciation for user-centered design and design thinking across the agency's diverse departments.
Approach
Ryan's approach involved building a world-class design organization, starting with a foundational team and expanding it to include a range of disciplines such as UX design and research. Expanding the scope of UX practice was also vital, incorporating methodologies like A/B testing, usability testing, ethnography, and heuristic evaluations to refine product development and user research. Additionally, a hands-on leadership style was essential, providing mentorship, fostering a design culture, and collaborating closely with various stakeholders throughout all stages of the design process.
Outcome
The proactive integration of UX led to the creation of award-winning work and strengthened the agency's presence in the life sciences and pharmaceutical sectors, serving notable clients like Abbott Freestyle, Pfizer, and AstraZeneca. The emphasis on user-centered design and UX practices significantly increased billables and positioned the agency as a leader in delivering comprehensive, innovative solutions. Collaborative efforts with stakeholders, combined with the use of cutting-edge tools, enabled the creation of interaction design and UI work that set new benchmarks in the industry.
Reflection
Reflecting on his journey as VP of User Experience at Saatchi & Saatchi, it is clear that the holistic incorporation of UX and user-centered design principles can radically transform an organization's offerings. This experience highlighted the essential role of a well-rounded UX practice in creating groundbreaking solutions, particularly in advertising within the health sector. The integration of various disciplines, methodologies, and collaborative efforts demonstrated the transformative power and limitless potential of a holistic UX approach in shaping industry-leading solutions and experiences.