When it comes to paid media, brands often suffer from having too much of everything: tools, point solutions, emails, and spreadsheets – just to name a few. To drive better results in today’s digital world, companies need a single, cohesive solution that allows for fast-paced collaboration across departments.
Back in 2013, the tool used by brands to manage their ad campaigns looked something like this. To be working on something with complex needs and use-cases, the role required me to understand the nitty gritty of digital advertising tools and how businesses used them to engage with their audience.
Other than the bugs, the product had various issues from UX standpoint. The information architecture was complex and overwhelming. It lacked visibility on campaign performance and error rectification leaving advertisers clueless.
“It’s frustrating how many filters we have to apply and actions we have to take to get the right context we need.”
“It’s overly complicated, time-consuming and requires a lot of off-product communication to get tasks done.”
Increase user retention and empower advertisers to become better their jobs by:
# Improving existing experience by fixing the pain-points reported by users
# Creating frameworks to make the experience more contextual, relevant and meaningful
# Revamping visual design by introducing new guidelines and design components to make enterprise lovable
Simplifying existing experience
The first and most important step of the redesign was to rethink the information architecture of the ads manager.
Redesigned version focuses on crucial actions often used by advertisers and highlighting them and keeping all secondary actions one step away, for e.g; bulk actions now would appear on selecting one or multiple campaigns rather than always showing them upfront.
Another major and useful change was combining different types of filters and facets and making one strong filter component that would also allow users to search and sort.
introducing new framework
We introduced a contextual third pane where advertisers would get an overview of their campaign performance. They could also take contextual, high-level actions such as pausing a campaign, adding more budget, etc in order to increase campaign efficiency.
Adsets are a group of ads grouped by the target audience, ad placement and bidding amount. Advertisers can quickly access these adsets through the side-pane of ads manager to see how they're performing and take actions like 'change bidding' or 'pause adset' if they are under-performing.
Going over the hierarchy of an ad campaign next comes ads which are grouped under Adsets. Advertisers can see how the ads are performing and make changes to creatives, see channel preview, edit individual bidding of an ad if needed, clone, delete and pause.
The new composer allows advertisers to pick their goals and create ad campaigns in few simple steps.
Redesigned audience targeting gives real-time reach to better understand the quality of audience the ad campaign is going to reach.
Using data and AI, it recommends content for every section/form field to build the audience even stronger.
Ad campaign preview
Advertisers can see a real-time preview of each step in the creation. This gives them a gist of the whole campaign no matter where are in the process.
😅 Creating efficiency requires deep-diving into business needs than reducing just the visual clutter
🙆🏼 Using popular design patterns doesn’t necessarily solve the use-case or purpose of experience
👯 Teams need to work together to create and narrate the product story to its users
📱 Incorporating native experiences can drastically reduce the learning curve and feels more welcoming
🎨 Creating campaign is like creating stories, help the brand create compelling stories
⚙️ Keep it simple, but don’t forget advanced users with complex needs