Campaign Optimization
Objective
Jumpshot would like to allow customers to track various metrics their marketing campaigns and evaluate progress as it’s running so they can optimize their efforts even while the campaign is active.
Overview
Role
User Experience Lead,
Product UI Designer
Team Size
20+ Member Team,
Sole UI/UX Designer
Stakeholders
Product
Marketing
Engineering
Sales
Customer Success
Understanding the Customer Needs
We began by reaching out to contacts who were excited to talk to us and were interested in a new product we were developing. Interestingly enough, Campaign Optimization was being sold while the actual web product was still in development. The setup process was done through support on our side, including engineers and customer success.
This allowed us to get valuable feedback directly related to the product.
Key Takeaways:
Limited knowledge on ad network benchmarking by brands and/or ad formats
Proper campaign set up is important
Logistical nightmare in pixel/tag management
Need for adjusting in-flight campaign based on customer actions that drive business results (i.e. purchase) as oppose to CTR.
Organizing Product Requirements
We gathered our research and generated a list of items that we would include in the build to address the user needs we discovered. They were ultimately compiled into to main groups: one to ensure the easy and proper setup of a campaign, and another to provide the analytics & reporting so that users can make changes to their efforts even while a campaign is still active.
Mapping the Userflow for Campaign Setup
I began by mapping out the potential screens and the content they would display. This helped me list out all the elements and how the experience would be as a user went through the process of setting up a campaign.
Creating an interactive prototype helped me and the stakeholders identify the pain points that needed to be addressed.
Exploring & Testing Ideas
In order to successfully set up a campaign, there are multiple components that a user must set up. This includes the category, brand(s), domain(s), keywords, and events they want to track.
The optimal display each component is different as well as the ability to freely add and remove them. The challenge was to find the best method for each one so that a campaign could be completed as easily as possible.
We used different lists, forms, shapes, interactions, colors, boxes, and any other element that could help the user understand what was required.
Final Product Designs
The user flow for campaign setup and the analytics report were being created in tandem, and after we tested and collected feedback on all the detailed interactions I designed the final concepts for engineering to being implementing.
Campaign Setup
Campaign Report
Reflection
We still continued to discover more ways to optimize the setup process and provide better displays for the campaign reports after the product went live and customers began performing these tasks on their own. Moving forward, I have more knowledge of design interactions and I continue to generate new ideas now that I have substantial experience.
I am always keeping an eye out for new design standards and I would even like to revisit this product to make improvements to the design and user experience.
Fin.
I have other work if you’re interested.