Re-imagining a legacy dashboard
Re-imagining a legacy dashboard
Re-imagining a legacy dashboard
4 min read • November 2023
4 min read • November 2023
4 min read • November 2023
Overview
Overview
Company
Company
MediaMath
MediaMath
My Role
My Role
UX Designer
UX Designer
Project Type
Project Type
Strategy, Research, and
Design for desktop.
Strategy, Research, and
Design for desktop.
Timeline
Timeline
2021
2021
Legacy Dashboard
Legacy Dashboard
TerminalOne is MediaMath’s advertising platform that is used to manage campaigns and strategies for clients running programmatic ads. Ad traders both internal to MediaMath and some external self managed clients used T1 as a tool to manage campaigns, upload creatives, and attach audiences to their campaigns.
TerminalOne is MediaMath’s advertising platform that is used to manage campaigns and strategies for clients running programmatic ads. Ad traders both internal to MediaMath and some external self managed clients used T1 as a tool to manage campaigns, upload creatives, and attach audiences to their campaigns.
Problem
Problem
Users felt the most frustrated when troubleshooting and optimizing campaigns
Users felt the most frustrated when troubleshooting and optimizing campaigns
Identifying how campaigns were under pacing and under spending was not intuitive and hard to find in the platform.
Identifying how campaigns were under pacing and under spending was not intuitive and hard to find in the platform.
Even when identifying issues, adjusting campaigns and finding a fix took too much time and research.
Even when identifying issues, adjusting campaigns and finding a fix took too much time and research.
Identifying our Primary Persona
Identifying our
Primary Persona
Garnering trust and collaboration of the account and the product teams was a main priority. Although MediaMath had internal users of the platform, many campaigns were self managed by clients across the globe. Getting support from the Account team was vital in the recruitment of users.
Garnering trust and collaboration of the account and the product teams was a main priority. Although MediaMath had internal users of the platform, many campaigns were self managed by clients across the globe. Getting support from the Account team was vital in the recruitment of users.
Areas of focus:
Areas of focus:
Partner with Account Team to recruit 15 external users to set up interviews and workshops.
Partner with Account Team to recruit 15 external users to set up interviews and workshops.
Shadowing and recruiting of 15 internal users to learn their day to day tasks.
Shadowing and recruiting of 15 internal users to learn their day to day tasks.
Identify Product Management goals and prioritize features and flows.
Identify Product Management goals and prioritize features and flows.
Workshops with Product Management.
Workshops with Product Management.
Journey mapping.
Journey mapping.
Sam, The Programmatic Trader
Introducing Sam
“Hi, I’m Sam, a trader at a renowned media agency. I’ve been in the industry for 2.5 years. I primarily work on the trade desk with other traders who all have experience using multiple platforms like MediaMath’s. Most of my week is comprised of setting up and optimizing campaigns. My day to day is hands-on keyboard where I’m learning on the fly and trying to stay ahead of new client asks.”
“Hi, I’m Sam, a trader at a renowned media agency. I’ve been in the industry for 2.5 years. I primarily work on the trade desk with other traders who all have experience using multiple platforms like MediaMath’s. Most of my week is comprised of setting up and optimizing campaigns. My day to day is hands-on keyboard where I’m learning on the fly and trying to stay ahead of new client asks.”
Sam’s Campaign Journey
Sam’s Campaign Journey
Pain Points
Pain Points
Switching between multiple platforms.
Switching between multiple platforms.
Fragmented workflows and time constraints.
Fragmented workflows and time constraints.
Transparency into campaign spend
Transparency into campaign spend
Finding out too late when there are issues within a campaign.
Finding out too late when there are issues within a campaign.
Needs
Needs
Integrated and connected workflows.
Integrated and connected workflows.
Tools that save time on tedious.
Tools that save time on tedious.
Data to aid and support decisions.
Data to aid and support decisions.
Get notified if there are spend issues.
Get notified if there are spend issues.
Recognition for recommendations and expertise.
Recognition for recommendations
and expertise.
Aligning business goals with
user pain points
Aligning on business goals
Aligning business goals with
user pain points
Aligning on business goals
After identifying Sam’s main pain points the team facilitated workshops with the Product team to align to identify quick wins. Over the course of a few days I presented our insights to the Campaign’s team to hone in on Sam’s journey and the key takeaways from the user interviews.
After identifying Sam’s main pain points the team facilitated workshops with the Product team to align to identify quick wins. Over the course of a few days I presented our insights to the Campaign’s team to hone in on Sam’s journey and the key takeaways from the user interviews.
Prioritizing Sam’s needs
Prioritizing Sam’s needs
Integrated workflows to avoid jumping between tabs.
Integrated workflows to avoid jumping between tabs.
Being notified of no/low campaign spend.
Being notified of no/low campaign spend.
Reliable and actionable data to support decision making.
Reliable and actionable data to support decision making.
Communicating Campaign performance to clients and meeting their goals.
Communicating Campaign performance to clients and meeting their goals.
Card sorting campaign issues
Card sorting campaign issues
Sams were recruited to categorize issue types and severity. They were presented with various campaign issues that came up in our journey mapping workshops. Sams were then asked to categorize issues by severity and by which level they would expect them to be.
Sams were recruited to categorize issue types and severity. They were presented with various campaign issues that came up in our journey mapping workshops. Sams were then asked to categorize issues by severity and by which level they would expect them to be.
Results
Results
Sam needs a way to prioritize what to work on first.
Sam needs a way to prioritize what to work on first.
Sam wants to know the health of campaigns before looking at strategies within a campaign.
Sam wants to know the health of campaigns before looking at strategies within a campaign.
Some strategies are known to have a low spend and that is okay.
Some strategies are known to have a low spend and that is okay.
Sam thinks about the severity as either how hard is it to solve or the immediacy of impact on spend/performance.
Sam thinks about the severity as either how hard is it to solve or the immediacy of impact on spend/performance.
Major issues are predominantly made up of things that cause a campaign to have low spend or keep campaigns from spending at all.
Major issues are predominantly made up of things that cause a campaign to have low spend or keep campaigns from spending at all.
Recommendations
Recommendations
Using iconography and color to increase scannability.
Using iconography and color to increase scannability.
Creating a roll up of issues and metrics.
Creating a roll up of issues and metrics.
Designing a way for users to view all campaigns while also having a way to look inside campaigns at the same time.
Designing a way for users to view all campaigns while also having a way to look inside campaigns at the same time.
Providing solutions and suggestions on how to fix campaign issues.
Providing solutions and suggestions on how to fix campaign issues.
Designing for Sam the trader
Designing for Sam the trader
“How might we surface campaign issues when managing a campaign so that Sam can prioritize what they should troubleshoot first?”
“How might we surface campaign issues when managing a campaign so that Sam can prioritize what they should troubleshoot first?”
“How might we surface campaign issues when managing a campaign so that Sam can prioritize what they should troubleshoot first?”
“How might we surface campaign issues when managing a campaign so that Sam can prioritize what they should troubleshoot first?”
Using iconography to surface issues
Using iconography to surface issues
Major
The campaign has stopped spending completely.
The campaign has stopped spending completely.
Sudden Drop
Sudden drops in spend usually lead to a larger issue that require immediate attention.
Sudden drops in spend usually lead to a larger issue that require immediate attention.
Minor
The campaign is not performing at an optimum level.
The campaign is not performing at an optimum level.
Normal Drop
Drops in spend are normal and often are temporary but are still looked into.
Drops in spend are normal and often are temporary but are still looked into.
Issues Roll Up
Issues Roll Up
A call back to
user insights
A call back to user insights
Sam wanted the platform to tell them what to work on first. They wanted to tackle issues at the campaign level first then dive into the strategies within their campaigns. Major issues that led to campaigns not working needed to be surfaced prominently.
Sam wanted the platform to tell them what to work on first. They wanted to tackle issues at the campaign level first then dive into the strategies within their campaigns. Major issues that led to campaigns not working needed to be surfaced prominently.
Design Solution
Design Solution
Adding cards to the top of the campaigns dashboard as roll up of issues across all campaigns.
Adding cards to the top of the campaigns dashboard as roll up of issues across all campaigns.
Cards would be organized from left to right by level of severity. (Issues with a creative were the most urgent and thus it is the first card shown and this first thing Sam or Kevin would tackle in the morning)
Cards would be organized from left to right by level of severity. (Issues with a creative were the most urgent and thus it is the first card shown and this first thing Sam or Kevin would tackle in the morning)
Adding high level metrics to show campaign health across all campaigns.
Adding high level metrics to show campaign health across all campaigns.
Clicking on cards would trigger a side panel that would provide more information on the issues.
Clicking on cards would trigger a side panel that would provide more information on the issues.
Introduction of the Side Panel
Introduction of the Side Panel
A call back to
user insights
A call back to user insights
Sam needed a way to be able to view all campaigns while also having a way to look inside campaigns at the same time.
Design Solution
Design Solution
Adding cards to the top of the campaigns dashboard as roll up of issues across all campaigns.
Adding cards to the top of the campaigns dashboard as roll up of issues across all campaigns.
Cards would be organized from left to right by level of severity. (Issues with a creative were the most urgent and thus it is the first card shown and this first thing Sam would tackle in the morning)
Cards would be organized from left to right by level of severity. (Issues with a creative were the most urgent and thus it is the first card shown and this first thing Sam would tackle in the morning)
Adding high level metrics to show campaign health across all campaigns.
Adding high level metrics to show campaign health across all campaigns.
Clicking on cards would trigger a side panel that would provide more information on the issues.
Clicking on cards would trigger a side panel that would provide more information on the issues.
Campaign Fixes and Machine Learning
Campaign Fixes and Machine Learning
Campaign Fixes & Machine Learning
Partnering with the
Intelligence Team
Partnering with the
Intelligence Team
Collaboration with the Intelligence Team helped surface issues within our new flows. We were able to leverage products they were currently working on to provide Sam with suggestions on how to optimize their campaigns.
Collaboration with the Intelligence Team helped surface issues within our new flows. We were able to leverage products they were currently working on to provide Sam with suggestions on how to optimize their campaigns.
Design Solution
Design Solution
Surface insights within the side panel.
Surface insights within the side panel.
Provide one click actions to make suggested changes.
Provide one click actions to make suggested changes.
Use microcopy to inform users of changes made and why they were made.
Use microcopy to inform users of changes made and why they were made.
Impacting Sam’s day to day
Impacting Sam’s day to day
Campaign Troubleshooting
Campaign Troubleshooting
Campaign Troubleshooting
30 minutes
30 minutes
*It previously took a user 3-4 Hours.
*It previously took a user 3-4 hours
Campaign Pacing
Campaign Pacing
95%
95%
*Previously only 60% of campaigns paced well.
*Previously only 60% of campaigns paced well.
*Previously only 60% of campaigns paced well
User Sentiment
User Sentiment
20% Increase
20% Increase
*Benchmark set upon inception of project.
*Benchmark set upon inception of project.
Sam was able to spend less time troubleshooting and more time optimizing campaigns.
Sam was able to spend less time troubleshooting and more time optimizing campaigns.
Overall campaign health improved across clients once the new experience was launched.
Overall campaign health improved across clients once the new experience was launched.
Design components within the Campaign Management flow were later incorporated into other work streams.
Design components within the Campaign Management flow were later incorporated into other work streams.
Multidisciplinary collaboration increased during and after the discovery and design process as teams saw the work that was being done.
Multidisciplinary collaboration increased during and after the discovery and design process as teams saw the work that was being done.
© 2023 Aldo Sant Inés
Let’s talk.
I’m currently open for new opportunities and collaborations. Message me on LinkedIn or feel free to email me at:
aldo.santaines@gmail.com.