Preventing Major Data Chaos: Traffic by Intent
Designed a scalable platform that optimized complex ad approvals, enhancing efficiency, and user empowerment.
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The Problem: Data Chaos
MEET OUR CLIENT, TRAFFIC BY INTENT
Traffic by Intent, or TXI for short, is an AI performance marketing company that helps companies improve their ad performance. TXI doesn’t run on magic, though it may seem like it. So, how does it run?
Data. Data on Google spreadsheets, then tracking data, approving data, updating data, and going through the process again and again and again and again.
The only problem is that keeping up with all this data can turn into data chaos. The problem: their spreadsheets required that their users read over and approve over 2,000 lines of data in a matter of days.
CONDUCTING USER INTERVIEWS
We interviewed a total of 4 clients and observed their interactions with the current process/spreadsheet. Our findings:
Users had different needs according to their companies. To resolve this, we made sure to focus on the responses from their target audiences, popular fintech companies.
Users did not currently feel in control of the approval process and spreadsheet due to:
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Lack of relevant info
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Organization of sheet
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Approval process itself
Users built trust and strongly valued their partnership with TXI.
HEURISTIC EVALUATION OF CURRENT SPREADSHEETS
To further determine why users felt out of control, we performed a Heuristics Evaluation on their current spreadsheet. The three major problems we noted were:
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Major lack of user control and freedom
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Need for quick and clearer workflow to further help establish trust
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Need for Visibility of System Status so users know where they are in the process of approval
COMPETITORS GIVE DIRECTION
We then looked at marketing competitors to determine how other companies handle their data. Overall, we found that they had the following:
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These elements help facilitate a polished, formal platform usable to their customers. This discovery led us to find TXI’s missing piece to user control.
MONICA'S JOURNEY
My teammate and I were in charge of creating Monica to represent our target users from popular fintech clients of TXI, namely Super and Aura.
Monica is a growth marketer who is executing her first marketing campaign and partners with TXI on this campaign. She served as our guide throughout the process to show us how she went through the approval process.
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CONSTRUCTING THE SCOPE OF TXI
After better understanding Monica’s process, I began to build our sitemap for the platform. Initially, our team had wanted to cover onboarding, brand guidelines, and the approval process, but considering the scope of work these would all entail and the time constraints we have - aka less than two weeks, we focused on what the research and users highlighted most as pain points–the approval process.
MONICA'S PROBLEM STATEMENT
Users need access to a collaborative and informative centralized platform that allows them to manage ads because they want to feel in control making approvals so they can execute marketing campaigns.
Bringing Our Ideas to Life: Priorities & Trust
IDEATING AND PRIORITIZING
Once we knew what to solve for, we began ideating. We were considering these ideas, and narrowed it down to to our best, using a process called How Might We’s in which we brainstormed our most creative ideas to help lead to our solutions.
We then created a priority matrix to identify which ideas to focus on, prioritizing those with the highest impact and greatest feasibility. We split them into themes and focused on the upper lefthand corner. Based on the ideas that were placed in that corner, we categorized them into the following topics which then we will start creating solutions for the four major themes below.
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Our Sketches: Landing Page
Our Sketches: Approval Page
Our Sketches: Confirmation Page
Testing & Priority: A UX Science
USABILITY TESTING GOAL
How successfully can users use the flow to approve ads in a timely manner and receive final confirmation? Do they feel more in control?
Test Findings
Home Page:
To-Do list should be more specific , amount of notifications feels overwhelming.
Approval Page:
Adjust top spacing, add access to brand guidelines on this page, no need for new/existing column.
Confirmation Page:
Confirmation page is too formal and unnecessary, users wanted partial approval ability.
PRIORITIZING OUR FINDINGS
Before we dove into making changes to our design, we sorted through the feedback on each page. In order to figure out what was the most important thing, we first determined the change that needed to be made, the proposed solution, and then rated it on a scale of 1 - 5 based on how much this impacted Monica’s flow to complete the ad approval. If it impacted her ability a lot, we made it a 5 and if it did little or no impact, we rated it a 1. From there, we then organized the highest priorities (4-5) into a studio design to ideate on the final solutions.
DESIGN DECISIONS
Brand Style Guide: TXI provided us with a Brand Reference Kit to maintain brand style throughout the final design
WCAG: We used the WCAG guidelines to make sure the colors and design was accessible to users with different needs.
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The Final Designs
After the redesign, how does Monica feel?
She can see everything in front of her, from the friendly robot, upcoming due dates, and updates from TXI in front of her. She finally feels confident and in control of the approval process.
Looking Backward & Forward: Reflections and Next Steps
NEXT STEPS FOR TRAFFIC BY INTENT
Onboarding
Conducting research on TXI's onboarding process to determine how to improve the learnability for TXI's users.
Messaging and Feedback
To further improve collaboration, we'd like to include access to direct messaging links like Slack.
Further Testing
Part of the approval process involves other teams like legal and PMM's. We'd like to assess other teams' experience in addition to the marketers.
REFLECTIONS
UX is a Science:
Just like TXI, we used tons of data. I learned how to create spreadsheets to input data and help determine what to prioritize.
Collaboration is Key:
Everyone put their full effort in, and we all had each others' backs despite a mishap in communication that ultimately brought everyone closer together.