Creating a Central Platform for AI Marketing
The Challenge
CONTEXT
Traffic by Intent (TXI) is an AI-driven performance marketing firm specializing in optimizing advertising strategies through advanced machine learning algorithms. Despite leveraging AI for content generation and performance tracking, TXI's clients faced significant challenges in managing and deploying AI-generated ad content efficiently.
TXI's Average Spreadsheet of AI Data
PROBLEM
Clients encountered difficulties in managing extensive ad entries across spreadsheets, resulting in inefficiencies, user frustration, and diminished trust in the platform. The objective was to design a centralized, intuitive workflow that would streamline decision-making, expedite approval processes, and fully leverage AI-generated insights.
My Design Process
User Centric Research
Lack of relevant information: Users struggled to find pertinent data amidst cluttered interfaces.
Poor organization: Disorganized spreadsheets hindered efficient navigation and decision-making.
While users trusted TXI, cumbersome approval processes and Inefficient workflows led to delays and errors.
INSIGHTS & DISCOVERY
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Conducted contextual inquiries with users from prominent fintech companies to understand their unique needs and challenges.
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Discovered: Discovered that users valued their partnership with TXI but felt disconnected from the approval process due to these issues.
Heuristic & Competitive Evaluation
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INSIGHTS & DECISIONS
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Conducted heuristic evaluations of existing spreadsheet systems and analyzed competitor ad management platforms.
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Insight: Insight: Lack of visibility and control were common challenges; however, modern platforms succeeded when users could customize views and receive immediate feedback.
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Design Decision: Developed customizable workflow views and integrated progress indicators, allowing teams to adapt the platform to their processes while maintaining oversight.
Data Synthesis & Pattern Analysis
Scope Refinement Based on User Journey Analysis
INSIGHTS &
DECISIONS
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Analyzed interview data and user journey maps to identify bottlenecks and pain points.
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Insight: Users required clarity on priorities and the impact of their decisions.
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Design Decision: Focused the project scope on optimizing the approval process, identified as the highest-leverage area, to deliver maximum value within a two-week timeline.
Collaborative Ideation
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IDEATION
COLLAB.
Partnered with designers to translate research insights into strategic feature priorities and optimized workflows. Our ideation process strengthened user trust and ensured alignment with the brand's objectives, through impact matrix to meet tight two-week deadline.
Our Design Strategy
RESEARCH-
INFORMED
FEATURES
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Centralized Dashboard: Developed a dashboard providing clear visibility into ad approval stages, directly addressing key user pain points.
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Collaborative Tools: Streamlined team communication by resolving observed workflow gaps, enabling more efficient collaboration.
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Customizable Workflows: Designed flexible workflows adaptable to client-specific processes and compliance requirements.
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Actionable Guidance & Trust: Broke down steps into clear, actionable tasks and incorporated in-app cues to build user confidence throughout the process.
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Brand Guidelines Integration: Introduced a dedicated onboarding section to reinforce brand standards and user reminders.
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Optimized Workflow Structure: Rearranged the overall workflow to ensure a logical, intuitive process aligned with user needs.
The Solution
The Final Designs
OUTCOME
The redesigned platform significantly improved user efficiency and satisfaction. Clients reported faster ad approval cycles and a higher degree of confidence in the platform's capabilities.
The Impact
LESSONS
LEARNED
Research as Leadership
Leading UX research drives design decisions and ensures alignment with user needs and business goals.
AI Integration Requires Context
Understanding user workflows is essential to ensure AI recommendations are meaningful and actionable.
