WPP Open
September 2025 onwards
At WPP I work as Head of Product Design leading a team of over 40 designers across London, Lisbon, Gurugram and Hyderabad to create one software experience for our colleagues and clients.
WPP Open is an agentic marketing platform powered by AI and automation to accelerate work and democratise quality outputs and artefacts with a focus on keeping the human at the helm.
WPP Open is an agentic marketing platform powered by AI and automation to accelerate work and democratise quality outputs and artefacts with a focus on keeping the human at the helm.
Homescreen
In Spring 2026 we carried out extensive qualitative and quantitative research with users, overlaid with analytics data, as part of a solution design spike. We then designed our target state homescreen for the software and in Summer 2026 rolled out to all core users across WPP, WPP Media, WPP Production and WPP Creative (Landor, VML, Ogilvy, AKQA, Burson). Later this year we will update the cards to become a personalised rail.
We had found that
- users often didn't recognise the previous input as a prompt box as it looked like search
- they didn't always know they could use Claude as a preferred LLM
- they wanted to continue working, but couldn't quickly find where to
- they didn't know all the tasks that Open can help them with
- they like the homescreen more when it feels tailored to their job
So, in response to this we updated our homescreen to feature
- a more familiar as prompt input
- LLM selection on the homescreeen
- a 'Continue Working' section via recent chats and canvases
- capability for users to launch a prompt into either chat or canvas
- suggested prompts to show the breadth of marketing tasks WPP Open can help with
Workflows in Chat and Canvas
In Winter 2025 we created an end to end vision for WPP Open with the software’s leadership. This focused on strategically collapsing legacy apps built for specific disciplines and bringing all users to Open Interface - enabling multi-disciplinary workflows that can be seen in Chat and in Canvas.
To get to such a simple experience involves many great designers working collaboratively, without ego, to define patterns and interactions that cover the whole marketing process. We’re lucky to have the team that Noemi Mas and I have assembled. And yes - these are real screen shots.
Credits
All work created with the following designers and researchers:
Noemi Mas, Shannon Lake, Adrian Van Cooten, Micaela Naicker, Cecilia Sam, Madalena Leao, Ugnius Kacenauskas, Isaac Forman, Lauren Roberts, Leah Grant.
Noemi Mas, Shannon Lake, Adrian Van Cooten, Micaela Naicker, Cecilia Sam, Madalena Leao, Ugnius Kacenauskas, Isaac Forman, Lauren Roberts, Leah Grant.
