Helix

This tool simplifies AD campaign tracking and reporting, making performance insights easily accessible and shareable. The wireframes showcase a streamlined interface for quick metric analysis.

Overview

This project outlines a tool designed to streamline the tracking and reporting of AD campaign performance. The accompanying wireframes demonstrate how users can quickly access and share key performance metrics.

Company

INMOBI

Industry

Enterprise Solutions

The core challenge lies in the inefficiency of the current process for managing and reporting AD campaign performance. Account managers face the burden of manually gathering analytics data and working closely with engineering teams to retrieve the necessary insights. Additionally, creative assets like images, videos, and logos are manually stored without any centralized system, which slows down the creation and publishing of AD creatives. The lack of streamlined tools also results in prolonged turnaround times, making the entire workflow cumbersome and less efficient.

The current process for managing AD campaigns is fraught with inefficiencies:

Fragmented Data Retrieval:
There’s no centralized tool to access analytical data, forcing account managers to manually consolidate requests and work with backend teams to extract performance metrics.
Disjointed Creative Processes:
AD creative assets such as images, videos, and logos are manually stored on local computers, with no system to manage or streamline access to these resources.
Inefficient Workflows:
The process of building and publishing AD creatives involves multiple handoffs—from account managers to engineering teams for template creation—resulting in extended turnaround times and increased operational costs.

These challenges hinder timely decision-making and add significant overhead to campaign management.

UX Goals and Thought Process:

The UX goals and success metrics are designed to align the product with the right strategic direction. To develop an optimal workflow, I conducted in-depth research by closely observing account managers (AMs) over several days. This included shadowing their daily routines, analyzing how they performed and completed tasks, and participating in calls with resellers. By mapping their journey and identifying pain points, I was able to connect related tasks and uncover inefficiencies, ensuring that the proposed solution directly addresses their needs.

Thought Process

Before starting the design, a well-structured User Experience (UX) thought process ensures that the final product effectively addresses user needs and business goals. Here’s a structured approach:

1. Understanding the Problem Space

Identify the pain points users face in their current workflow.
Conduct user research through interviews, observations, and surveys.
Analyze the business goals to align design objectives with company strategies.

2. Defining User Personas & Journey

Create user personas to represent different types of users (e.g., account managers, marketers, stakeholders).
Map out the user journey to identify key touchpoints, friction points, and opportunities for optimization.

3. Establishing UX Goals

Define clear success metrics (e.g., reduced turnaround time, improved usability, fewer support requests).
Set objectives such as simplified workflows, reduced engineering dependencies, and improved data accessibility.

4. Information Architecture & Wireframing

Organize content and features in a way that ensures easy navigation.
Sketch low-fidelity wireframes to visualize core functionalities before diving into detailed design.
Define screen flows to ensure seamless task completion.

5. Interaction & Usability Considerations

Prioritize efficiency by minimizing manual processes.
Ensure consistency in design patterns and UI components.
Design for scalability so the system can evolve with future needs.

6. Testing & Iteration

Validate assumptions through usability testing with real users.
Gather feedback and iterate before proceeding to high-fidelity designs.
Ensure accessibility and responsiveness across devices.

This structured approach ensures the design is user-centered, solving real problems while optimizing efficiency and usability. Would you like a more tailored framework specific to your tool?

The Solution

Centralizes analytics to automatically aggregate AD campaign performance data.
Unifies creative management by storing assets in a centralized system.
Streamlines workflows to minimize manual tasks and reduce engineering dependency.
Accelerates the creation and publication of AD creatives.
Provides real-time insights to drive informed strategic decision-making.

The Results

AD campaigns are published more quickly through streamlined, automated workflows.
Reduced reliance on engineering has lowered operational costs.
Centralized management of creative assets has significantly boosted efficiency.
Real-time analytics now drive faster, more informed strategic decisions.
Overall, the platform has markedly improved campaign performance and resource utilization.

‘This tool has completely transformed our AD management process. By centralizing our analytics and creative assets, it’s slashed our manual workload and accelerated our campaign publishing. The real-time insights have been a game-changer for our strategic decisions.’

Account Manager

Inmobi Customer

Designs

The design of the tool focuses on simplicity, efficiency, and user-centered functionality. It follows a streamlined, intuitive interface that minimizes complexity for account managers while offering powerful features

Note: The screens displayed here are not final visual designs. They are enhanced wireframes with colors and images, quickly created for a roadshow to give prospective clients a preview of what we are building for them.

A glimpse into my journey as a User Experience Designer, sharing my professional background, design philosophy, and the impact I’ve made across industries.