Smart Campaign Monitoring
Product design of the mobile application empowering users with goal and performance tracking at their fingertips.
Lead Product Designer
There was no easy way monitor campaign activity after work, for our users. The current process is tedious, manual, disruptive and has resulted in overspend and losses. We wanted to empower our users so that they could take action when critical changes occurred in their campaigns. This would help them be more successful. In addition, the current desktop application was not optimized for mobile. This made monitoring campaigns on the go harder and more error prone.
More App downloads and usage would certainly indicate success. Feedback from users was another way to measure post launch success. Drop in the number of Jira tickets would also indicate better campaign support.
The mobile app had stemmed from countless pain points we had heard over time. Winning the Hackathon with a very basic version got us the validation we needed. Fired up with our recent win, we scheduled user interview and feedback sessions. We tried to keep our research brief and focused. We created a detailed competitor analysis which included insights from consumer analytic, financial applications. We started with going broad on problems and it helped uncover common patterns, ideas for features etc. Mobile unlike desktop offered a small real estate. Getting crisp on the intent, the goals and the functionality we were to support was critical. While understanding user needs was important. We also had to look at any technical constraints at this stage.
The initial plan was to allow quick actions like turning your campaigns off/on, increase spend cap etc. This proved to be complicated and it would involve a lot more testing. Due to tech and time constraints we limited our actions to notify and message. To troubleshoot a placement our users could either login on the desktop or message a colleague.
The Process & Outcome
Our analysis helped us gain insight on what we needed to build. We wanted to communicate campaign performance and notify them of any critical changes that occurred. After multiple iterations and going broad on solutions, we narrowed in on detailed actions, screens and flows that would prove most effective. Context is key. A quick round of user scenarios and experience maps helped further refine relevant user motivations. Reducing the number of clicks needed to get to relevant data was important. Dealing with data heavy content, high fidelity wireframes with real data provided valuable learning’s. Exploring edge cases and different data formats helped finalize on a solution that would scale well.
For our solution to be useful we needed to view meaningful data to take appropriate actions. Visual explorations tried to reduce noise and support legibility of the data heavy content. To reduce learnability we structured similar flows to access information as on desktop.
Managing different clients with a lot of campaigns can be challenging. Users can favorite campaigns across multiple accounts to access and manage them more efficiently. A custom favorite dashboard will generate performance stats making it quick and easy to oversee campaigns. This reduces repeatedly super-moding into accounts to view performance data. Always be informed about campaigns you care most about.
'If the user is having a problem, it's our problem'