Marthe Næss
SUPERSIDE BRIEFING
Every Project Starts With a Brief
Superside is a subscription creative agency. Customers submit briefs through the platform to kick off everything from slide decks to full ad campaigns. Briefing is the front door to all creative work, and all revenue. It hadn't been meaningfully redesigned since the company's early days.
I joined as the sole designer on a newly formed Briefing Team at the start of 2023. My role covered the full end-to-end design process.
B2B PRODUCT
UX/UI Design
•
Design System
•
Form Design
ROLE
Senior Product Designer
TEAM
Horst Heinze, Paola Martins, Ahmad Alstaty, Bogdan Sbiera, Icaro Barros, Daniel Bastos, Mathivathani Thirupathy
2021
Before
Pick one thing. Just one
The old briefing flow started by asking customers to select a single creative capability from a long, overlapping list. Before they could describe what they actually needed, they had to categorize it.
Before
To much back and forth
Sixteen different forms, each behind a wizard flow. Customers filled in fields one step at a time with no overview of what was coming.
BRIEFING UX FOR THE AI AREA OF CREATIVE
Superside had evolved from a PowerPoint factory into an end-to-end creative agency. But the briefing experience still presented it as an asset production shop. With AI about to commoditize that exact kind of work, the gap was becoming existential.
Interviews. Workshops. Synthesis. Journeys.
Discovery artifacts from the first quarter.
The briefing experience was positioning
the entire company
Discovery revealed how the platform was training customers to think small. Creative leads, customer success managers, and project managers provided insights to how the brief not only set the stage for the following project, but was positioning the company as a production shop. The choices were confusing and overlapping. And by forcing a single capability upfront, it constrained every brief before it even began.
After
First we improved the “Capability Picker”
Imagery to accompany the capabilities making it easier to understand the options.
Then we improved the holistic journey
Start with what you need, not what we make
The redesigned entry point grouped Superside's capabilities into four clear categories. Instead of picking a production type, customers described what they were trying to accomplish. The shift sounds simple. It took three iterations across three quarters to get right.
Sixteen forms became four,
and the multi-step wizard a one pager
I redesigned all sixteen briefing forms, working with each Capability Lead to make sure the right questions were being asked. The wizard flow was replaced with a single-page experience. Customers could finally see the full brief at a glance, and teams got better information to start projects.
Then we started thinking bigger
In my final quarter, I explored new briefing entry points and what we called Multi-Capability Briefing: encouraging customers to submit briefs with a broader creative scope. I translated this into Collections, a way to group related projects. Early results with a pilot group were positive.
Faster briefs, faster Project starts
±10% more projects briefed in under 10 minutes.
Time from submission to project start dropped 20-40% over six months.
±1,500 projects submitted per month throughout the rebuild, with a steady CSAT above 90%.
