New Design, Optimized Back-End, and Integrations for a Radio Advertising platform

About the Client

Our client is a US-based company specializing in media sponsorship sales with over 20 years of experience. Its digital platform connects public radio stations with local advertisers: brands, communities, and non-profit organizations. The company helps monetize audio content through exclusive sponsorships. It serves over 3,000 advertisers every year, taking care of end-to-end campaign creation, approval, and management.

Technologies Used

Goals

The client’s platform was based on legacy technologies, which didn’t meet user expectations and business needs. It faced the following challenges:

• Current design elements made navigation difficult, which led to higher abandonment rates;
• Confusing workflows and inefficient user flow caused missed revenue opportunities;
• Integration hurdles made it challenging to plug into newer tools like CRM and payment systems;
• Outdated design signaled to potential clients the brand was out of touch with modern technology trends;
• The slow adoption of new features made adapting to changing user expectations difficult.

The client planned to improve its offering by delivering a modern back-end, a user-friendly interface, and new functionality. The goal was to optimize the platform without disrupting its existing business logic.

Work Description

Requirements gathering and planning

• Duration: 2-3 weeks
• Team: BA, PM

Our Business Analyst communicated with the project’s stakeholders to source and document high-level requirements. They primarily focused on preserving the core business logic during the transition.

Next, our BA created mockups and wireframes to replace the outdated UI. When the client approved the design, it became a foundation for consecutive development.

At this stage, we assigned a dedicated Project Manager to formalize the project roadmap, create a backlog, and plan the necessary resources for successful execution. Our specialist defined milestones and planned the project’s budget and timelines. The next step was assembling a development team to bring the vision to life.

Development

• Duration: 4 months
• Team: back-end and front-end developers, QA specialists

Our developers followed Scrum to deliver prioritized features on time. They sourced the requirements from the project backlog, which was updated based on completed milestones and stakeholder feedback. At the end of each sprint, we held a demo for the client to align on the changes before deploying to production.

Approach to architecture design

We decided to opt for a monolithic architecture backed by a central database. This approach matched the client’s needs, allowing faster time-to-deploy and simplified maintenance tasks. The architecture could scale on demand and add microservices if business requirements changed.

Key modules we redesigned

• Admin panel
• Customer panel

Features we developed

• Login and registration

We implemented an intuitive registration process to enhance user experience. The team added a single sign-on (SSO) feature using Keycloak. Users could log in across multiple domains to create advertising campaigns for regional and local radio stations. By integrating SSO, the platform made user authentication fast and efficient.

• Campaign creation

Our developers maintained the original five-step campaign creation flow (campaign creation, payment, confirmation, slogan approval, and revisions) and optimized it to be more intuitive. The team also added new features to display status updates, which made campaign management productive for users.

• Other Improvements

The team incorporated new features to improve the platform’s functionality.

• Terminology updates;
• Advanced client sorting;
• Lifetime value (LTV) calculation was added to track the revenue generated by each customer over time.

Integrations we implemented

• Payment system

Our developers integrated the platform with Stripe to provide convenient payment options and secure transactions. Additionally, our team automated the process of tracking payment statuses. The client’s managers received notifications on successful and failed transactions, payment blocks, and timeouts. For instance, if the payment was incomplete, managers could instantly follow up on a lead and finalize the transaction.

• CRM

The team connected the platform to a HubSpot CRM to centralize up-to-date information. When a new user registered in the system, their data automatically synced with HubSpot, providing access to the latest details without manual intervention. We also added custom user mapping to prevent duplicate records. This feature helped check existing Hubspot entries to detect matches and delete redundant information.

Release and support

The team delivered the platform’s MVP on time and within budget. After the release, we continued to implement improvements based on client feedback.

Work Stages

1. Business Analysis
2. Design
3. Development
4. Testing
5. Release

Results

Geomotiv delivered the pre-planned project scope on time. The client was satisfied with the quality of our deliverables and how they impacted their operations from day one.

Modernized interface, new features, and integrations led to immediate business results:

• The number of advertising requests increased by 13%;
• The average order size grew by 15%;
• Abandonment rates fell by 12%.

Our engineering expertise, quality-first approach, and professionalism helped the client unlock new business opportunities. We are setting up a user-friendly, flexible, and feature-rich platform to serve as a solid foundation for the client’s long-term success.

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