Ad Campaign Creation
Digital Advertising Platform
A user-centred design process transcended internal biases to transform flagship product
Lead Designer @ Ads Lab
Balsamiq | Axure RP | Photoshop
Lead Designer @ Engineering Ads Team
Balsamiq | Axure RP | Photoshop
Background
The existing platform was built over many years through a myriad of one-off requests, a strong internal-bias and without much consideration for the end user. As a result, the system did not match the mental models of advertisers and resulted in frustrations from limitations and inefficiencies. A couple of failed attempts to improve the platform had the team’s morale at an all time low while poor customer satisfaction impacted the growth of the network.
Goals & Rational
- Reduce required steps and completion time
- Increase campaign targeting options for users
- Increase bidding on spots across the network
Optimizing the campaign creation flow to match advertiser expectations would create a more efficient and satisfying experience for users. We believed that this alignment would translate into more campaigns being created, an increase in ad placements across the network and fewer barriers for users to achieve their advertising goals.
Restructured Logic
The previous campaign architecture defined by internal biases limited the user’s ability to deliver multiple ads throughout the network quickly and easily. It became clear that building campaigns based on advertisers’ target markets instead of our network’s spots would instantly unlocked all the constraints that previously hindered the platform.
Streamlined Process
We designed a simple yet powerful campaign creation flow based on how advertisers actually approach their campaigns and strategies without hindering any of our diverse user types.
Ad Containers
The platform was reimagined with an ad container and unique ads concept to give users the ultimate control they wanted on their test and learn processes across the network.
Relevant Spots
Based on the campaign criteria and ad formats selected, matching placements across the network are surfaced for the user to choose from. We gave advertisers the power and flexibility to create massive campaigns across the network with very little effort.
The Art of Bidding
We designed an interface that outlines all campaign placements, shows the various bidding combinations and allows advertisers to allocate funds so they can implement their strategies accordingly.
Results
Through a user-centred design process, the platform was completely redesigned from the ground up to deliver an experience that matched advertisers’ workflows and delighted them every step of the way. The successful launch of the redesign product would earn ‘Best Traffic Services Company in North America 2016 Ynot Awards’ and secure the company’s leadership position for years to come.
Outcomes
- Reduced end to end campaign creation from over 10 steps to 4
- Reduced complex campaign creation completion time from over hours to under 3 minutes
- Expanded targeting options while making the process more intuitive and efficient
- Increased the distribution of ads placed on spots across the network
“I’m just loving your new user interface. Campaigns can be set up in 1/100th of the time compared to the old interface. Thanks so much for making things easier!”
–TJ Advertiser
“The new interface is really great guys! I’m able to launch in a single campaign in what used to take me 10-20 campaigns… I love how easy it is to manage all my bids.”
–TJ Advertiser
Thank You Kindly
