In-house campaign management application
NewsConnect began a redesign of its entire B2B application with the vision of becoming the next biggest ads management platform, alongside Facebook Ads Manager and Google Ads.
The goal of this particular project was to identify any usability issues with the beta release and determine the critical features to prioritise for the next iteration of the product.
ROLE
Product Designer
User Research, Interaction, Visual design, Prototyping & Testing
Background
IntentConnect is a internet marketing company that connects businesses to their customers through the customer buying experience.
I joined NewsCorp as a product designer a year ago as one of 2 designers in a company of over 70 engineers and 15 product managers. I support design across every aspect of our business and am responsible for leading UX and UI across key parts of the application side of the platform.
I’ve grown tremendously in the last year, some key achievements of which I have listed below:
Implemented a design process. This has helped our team establish more structure to how we conduct our work and allow other teams to gain visibility across our upcoming sprints.
Improved usability across the platform. No usability tests were conducted by the external consultancy before dev handoff. Since we established a design team, we have been actively working towards conducting UX research and usability testing on all projects.
Establishing a design kit. This has helped to maintain consistency in the look and feel across different parts of the platform.
Establishing a design system. This has helped the Engineering and Product teams to understand how and why we choose to implement certain components over others.
Understanding the problem
Traditionally, creating ad campaigns at NewsCorp involved collaboration between in-house teams and clients. While this approach facilitated customization, my analysis revealed a potential for improvement in the client sales journey.
Specifically, I sought to understand the following:
Client Touchpoints: I aimed to map all the interactions clients have with NewsCorp’s services and teams throughout the ad campaign process. This included identifying all touchpoints, from initial contact to campaign deployment and tracking.
Friction Points: By analyzing the client sales journey, I wanted to identify any areas of inefficiency or complexity. These “friction points” could be anything from unclear communication channels to cumbersome approval processes.
Prioritization for Improvement: Understanding the pain points in the client journey would allow for prioritization of areas needing the most attention. This would be crucial for informing future product roadmap decisions.
By investigating these aspects, I hoped to identify opportunities to streamline and improve the overall client experience. Ultimately, the goal was to transform how ad campaigns are created, deployed, and tracked at NewsCorp.
User Research
Framing the Problem:
The initial phase involved defining the scope of the research. Through internal meetings with product stakeholders, including [Your Job Title]s, Business Analysts, and Product Managers, I gained valuable insights into the existing client sales journey for ad campaigns. These internal discussions helped me map a preliminary client journey, serving as a foundation for further research questions.
Gathering User Insights:
The next phase focused on gathering real-world user perspectives. I conducted user research through a combination of individual interviews and focus groups:
Individual Interviews: I interviewed over 30 NewsCorp personnel, including Business Development Managers, Customer Service Executives, agency representatives, advertisers, and end-users. These in-depth one-on-one conversations provided detailed insights into their experiences with the client sales journey for ad campaigns.
Focus Groups: To foster in-depth discussions and explore shared experiences, I conducted five focus group sessions. This approach allowed participants to build on each other’s ideas, leading to a richer understanding of common challenges and opportunities.
By employing both individual interviews and focus groups, I aimed to capture a comprehensive picture of the client experience across various roles within the ad campaign process.
Synthesising user insights
Following the user interviews and focus groups, the next crucial step involved synthesising the collected data. This process aimed to transform raw user insights into actionable knowledge to guide the development of solutions.
These wireframes are then taken to the Developers and Senior Architects and other Senior Engineers to discuss the feasibility.
Customer Journey Map
After running through the insights with senior stakeholders and my product manager, I put together the customer journey map
Visual Design
Following the user interviews and focus groups, the next crucial step involved synthesising the collected data. This process aimed to transform raw user insights into actionable knowledge to guide the development of solutions.
These wireframes are then taken to the Developers and Senior Architects and other Senior Engineers to discuss the feasibility.
Results and Takeaways
Results:
Identified Client Journey Touchpoints: You likely mapped out all the interactions clients have with NewsCorp’s services and teams throughout the ad campaign process. This could include initial contact, onboarding, campaign creation, deployment, tracking, and reporting.
Pinpointed Friction Points: Your user research should have revealed areas of inefficiency or complexity within the client journey. Examples might include unclear communication channels, cumbersome approval processes, or lack of self-service options for clients.
Prioritized Areas for Improvement: By analyzing user pain points, you likely identified areas that need the most attention to enhance the client experience. This could involve streamlining specific touchpoints, improving communication channels, or developing self-service tools.
Takeaways:
Opportunities for Streamlining the Ad Campaign Process: The research likely revealed opportunities to simplify and expedite the ad campaign process for clients. This could involve automation, improved communication tools, or self-service functionalities.
Need for Improved Client Onboarding: Your findings might highlight the need for a more efficient and informative onboarding process for new clients. This could involve clearer documentation, training materials, or dedicated support channels.
Value of User-Centered Design: By prioritizing user research and incorporating client feedback, you can demonstrate the value of a user-centered design approach in optimizing the client experience for ad campaigns.
Recommendations for the Product Roadmap: Based on your research findings, you can propose specific improvements for the product roadmap. This might involve developing new features, refining existing functionalities, or enhancing user interfaces within the ad campaign management system.
