Unicorn is a media planning and scheduling software used by media agencies, advertisers, and marketing professionals to schedule and execute advertising campaigns both digital and traditional. It also accompanies the business planning side of media planning.

My role as UX/UI Designer

  • Work with product managers and designers to conduct user testing and research.
  • Conducted interviews with users and stakeholders.
  • Conducted discovery workshops with stakeholders.
  • Created a UX strategy with the product manager and engineers.
  • Redesigned application from the ground up.
  • Created user flows. 
  • Created design system


  • Slow work process using Excel
  • Manual work. 
  • Huge amounts of data which often can lead to crashing computers.
  • The old system also lacked a unified workflow between planning and business departments.


First, I had to find out who the users and the target audience are since there were many roles involved in the process of media planning. Then I divided users into three main categories:

  • Planners (Account Directors, Account Managers, and Media Planners), the most significant part of the application is focused on these three roles.
  • Media Buyers – Business Department (acts as a middle man between advertisers and media)
  • System admin 


The application is divided in two parts planning, which is used by account directors and media planners and the business part, which is used by media buyers who are in charge of setting the ad prices. Both of those two departments need to work in cohesion, ex, if there is an ad price change in a business department system, this will immediately inform account directors or media planners regarding the price change.

Due to cloud-based media planning, media planners can work in real-time on the same media plan with together other media planners. I have improved and considerably sped the way media planners work using AI to help them schedule what ad is going to air during certain shows, movies, etc. 

Improved budget control; A detailed account of all the monetary transactions spent in media planning for each client is aggregated and compiled appealingly.

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