Can you generate 420 unique design concepts in six hours? Can you go from prototype to production in less than a week? We did.

  • PointRoll company overview screen
  • PointRoll change scope overlay

About PointRoll

Powering 55% of all rich media campaigns online and serving over 450 billion impressions for more than two-thirds of the Fortune 500 brands, PointRoll delivers results.


Improve the usability, user experience and create a more coherent design. Reduce the dependency on external systems (e.g. Excel). Reduce future development and maintenance costs. Create a system that scales efficiently.


We began with a series of in-depth stakeholder interviews to better understand PointRoll’s business model and project goals. We identified customer segments, roles and primary user stories. We created a series of five (5) personas to reflect the primary customers’ behaviors, influencers and pain points.

We jump started the design process with our collaborative “design studio” approach, generating over 420 design concepts in under six (6) hours with the product team.

Working with PointRoll’s product development team, we used a four (4) week sprint schedule with biweekly prototype releases. At the end of each sprint, we conducted remote usability testing with real customers on the prototype designs.

We created production grade prototypes using HTML5/CSS3 and jQuery that could be used for production. The goal was to achieve a 70% reuse of the code for production and support A grade browsers.


Customers described our redesign as “One million times better than the current system”. PointRoll’s development team was able to take our production grade prototype and put it into production in less than a week.

Our rapid iterative approach with biweekly releases helped reduce risk during the design/development process and be more effective overall.

The redesign represented a dramatic shift in thinking from the previous system. Much of the current dependency on Excel has been removed from their workflow. Complex tasks that previously took 2-3 hours can now be accomplished in a matter of minutes.

Services Utilized

  • Ethnographic research
  • Persona development
  • Usability testing
  • Product strategy
  • Interaction design
  • Visual design
  • Prototyping
  • Pattern library development
  • HTML5/CSS3/JavaScript development