This case study describes the creation of a new Ad Evaluation Platform that uses AI to assess how well video and display ads perform. As a product designer, I worked closely with top executives and engineering teams throughout the process. Our goal was to change how marketers analyze their campaigns, making it easier for them to get actionable insights from complex data.
The Challenge
In the fast-paced world of advertising, timing is everything. We faced tight deadlines from the outset—stakeholders were eager to launch a competitive product that would disrupt the market. Despite the pressure, our team embraced these constraints as an opportunity for creativity rather than a barrier. We understood that our design decisions would directly impact the user experience, and we were committed to delivering a product that was both functional and visually appealing.
Research Phase: Understanding User Needs
To kick off the project, I conducted in-depth interviews with key stakeholders, including marketers and advertising agencies. These conversations revealed a landscape filled with frustration over traditional ad evaluation methods, which often lacked depth and timeliness.
I synthesized this information into detailed user personas, which served as our guiding stars throughout the design process. This documentation helped ensure that every design choice was aligned with the users' needs, despite the looming deadlines.
Identifying Unique Challenges
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Ideation Phase: Harnessing Tight Timelines
During our ideation workshops, I led brainstorming sessions that prioritized quick, creative thinking. Utilizing techniques like Crazy Eights, I encouraged team members to sketch out ideas rapidly. This approach not only generated a wealth of concepts but also fostered a collaborative atmosphere where everyone felt invested in the process.
While time constraints were significant, they fueled our creativity. We focused on core features that could deliver immediate value, using an impact-effort matrix to prioritize our efforts effectively.User-Centric Design
User Journey Mapping
I crafted user journey maps to visualize interactions with the platform, documenting every touchpoint meticulously. This process highlighted the critical paths users would take, allowing us to streamline functionality without sacrificing user experience. Each journey map was a testament to our commitment to clarity and usability, ensuring every design element served a purpose.
Design Phase: Precision in Execution
In the development of the Ad Evaluation Platform, I played a key role as we transitioned to wireframes. I maintained a thorough documentation process to ensure our designs were executed accurately, creating detailed specifications for the engineering team. My focus on pixel-perfect accuracy was essential, as even small discrepancies could negatively impact the user experience. As we moved quickly through design iterations, I developed high-fidelity prototypes in Figma, prioritizing aesthetic quality while adhering to tight timelines. I also organized multiple feedback sessions with stakeholders to ensure each iteration reflected their insights.
Transitioned to wireframes with a focus
Created detailed specifications for dimensions, colors, and interactions.
Emphasized pixel-perfect accuracy to prevent discrepancies.
Developed high-fidelity prototypes in Figma while balancing aesthetics and timelines.
Organized feedback sessions with stakeholders to incorporate their insights.
Usability Testing: Refinement Under Pressure
Collaboration with Engineers
Working closely with the engineering team was crucial for the success of our project. Daily stand-ups became our lifeline, where I communicated design specifications and gathered feedback on implementation challenges. My detailed documentation helped ensure that every design element was translated into the final product accurately, minimizing the need for revisions post-launch.
The collaborative spirit within the team allowed us to tackle unexpected challenges without losing momentum. For instance, when the engineering team faced limitations with a specific AI feature, I quickly brainstormed alternative design solutions that still aligned with our objectives. This flexibility was key to staying on schedule while maintaining quality.Implementation Phase: Bridging Design and Development.
Launch and Beta Testing: The Big Reveal
The beta launch of the Ad Evaluation Platform was a culmination of our hard work and dedication. As we introduced the product to select users, I organised onboarding sessions to guide them through the platform's features. The feedback was overwhelmingly positive; users appreciated the intuitive design and actionable insights that the AI-generated reports provided.
Despite the tight timeline, our commitment to creativity, collaboration, and meticulous documentation resulted in a platform that not only met but exceeded user expectations. Key metrics indicated a 30% increase in user engagement within the first month, validating our approach.
Conclusion: Lessons Learned
This project taught me the importance of embracing constraints as a catalyst for creativity. The tight deadlines pushed us to think outside the box, while thorough documentation ensured that our designs were implemented flawlessly. By focusing on user needs and maintaining open communication within the team, we successfully launched a product that transformed ad evaluation for marketers.
Launching is just the Beginning
Looking ahead, I recommend expanding the platform’s capabilities with more advanced AI analytics and customization options. Additionally, developing a mobile-friendly version will provide users with on-the-go access to insights, ensuring they can make informed decisions anytime, anywhere.
