Improving time to value
In a sea of ad buyers, how do you choose the right ones to represent your brand? This is how we sped up this process by 97% in 2 weeks.
2023
Team
Purpose
MY Role & CONTRIBUTIONS
2 Product designers
TOOLS USED
Figma
Figjam
Chameleon
Squaredance business case
2 weeks (1 sprint)
User research
UX/UI design
User testing
Product thinking
Prototypes
Interaction design
Finding ideal partnerships is a lengthy process
Brands want their products advertised. Ad buyers want to advertise for brands. Squaredance is an ad tech PaaS that helps connect brands and advertisers with aligned goals. It’s a brand’s goal to find and maintain relationships with partners who’s talents align with their campaign goals.
Brands had trouble finding partners due to poor platform communication of their unique value
Brands wanted to see performance metrics and image fit. Partners wanted to communicate their unique value propositions and accomplishments better. Our business wants to see more personality on users taking ownership of their profiles.
In a single sprint, we were asked to “improve” the profile page, testing our ability to navigate ambiguity
Brands wanted to see performance metrics and image fit. Partners wanted to communicate their unique value propositions and accomplishments better. Our business wants to see more personality on users taking ownership of their profiles.
We determined 2 realistic KPI goals + a research plan for direction
With the ask to “improve” the partner profile, there were lots of ways we could go about this. As the design team, we had to establish success criteria to create more direction. Here are some metrics we thought about:
We interviewed 11 users to gather feedback trends to guide us
Interviews were conducted to surface areas of the platform regarding the partner search that required a revisit. Data was categorized via trends and were prioritized by impact on business/user needs and broken down into 2 trend categories: quantitative and qualitative data. Users wanted to see clear indicators of what it would be like to work with the brand or partner using quantitative and qualitative measures.
We decided highlighting partner KPIs, content uploads, and layout customization met user/business needs
Our focus was on showcasing quantitative items first before qualitative. More emphasis on objective indicators would help standardize the vetting process but the cold start problem would be solved with the qualitative items that followed closely after.
We took the user feedback and applied it to our feature ideas and put it in front of our stakeholders
An important learning from iterating was the nuance around how we visually laid out the partner's data using system logic
