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1.UX/UI Designer
2.Analysis PM's requirements and transform into specific PRD
3.Help PM negotiate with Web team & Data team
4.Give iterative design spec and Propose priority and release plan to team
5.Wireframe & UI Mockup
6.GA tracking and User interview
OneAD used to rely on Data team's hand-made service, provide reach TA prediction before a Ads campaign. We want to built a self-service system let external customers and internal sales can use it make more predictions with real-time, so that we can convince customers enhance budget.
There is a "programmatic buy" department in Advertising Agency which only use DSP tool ( self service ). If OneAD can't provide a DSP system, we could never gain the budget.OneAD provides much different Ad Formats and media placement from Google, FB, Yahoo. So there is surely a business opportunity if we can provide a DSP system.
1. Complete the MVP that proof OneAD can provide a good quality DSP system and successful serve advertisement.
2. Get pilot run partners
3. Gain new budget from Agencies without hurting OneAD's original business.
There was different goals from stakeholders, so I divided its into 3 different parts.
The user can also be defined as 3 personas.
OneAD Data PM
OneAD Sales
External User - Campaign Planner of Agency or Advertiser
Calculation UI & UU-Spend Curve Chart
User can select campaign options from UI then press "Calculate" button to see the result UU
Step by step guide - Help user generate a draft audience plan within 5 steps
Improve Usability and upgrade functionsaccording to user's feedback. ( E.g. Add new TA options, Can select non-continuous date range )
We arrange an usability test with 5 internal users in each phase before launch, and find the design & develop issue to fix.
Following is some UI Spec samples that I hand off to RDs.
1. Main layout explanation - the use of percentage width is to make sure right half section "Calculate Result" can always be a noticeable part for the large screen ( 1920px ) user.
2. The detail layout specs of Calculate result, which includes a Highchart which I've completed customized before hand.
3.When it need some customized animation hint user what to do next, I'll write CSS keyframe animation for RD.
4.Design decision -
Our internal user ( Customer Success ) need to select non-continues campaign period ( e.g. only week days ).
For development speed and quality, I decided no to design a high complexity data-range-picker which can directly select, but divided the user story into two step:
a. Use default date-range-picker pick the start-end range
b. Use a customized "uncheck" picker to deselect the date user doesn't need. This UI is small & simple enough to implemented back into our main SSP system.
After complete the QuickPlan 3.0, all of the functions had change into a stable state.
PMs estimate that potential external users total amount is 500~600.
With launching QuickPlan and holding several times of road show & events, the amount of sign up user and MAU seems to reach its limit.
1. QuickPlan is the product that I have maximum iterations.
2. Within the product development, I convinced OneAD's Boss, PMs, RDs change their concepts into agile style.
3. Include daily SCRUM, retrospective, divide milestones, data-driven product decisions.
4. And I design the system from 0 to 1.
There is still a far away road map unimplemented that can combine QuickPlan into OneAD's direct beneficial business model.
At first, we were looking forward to build more functions helping external users directly send a request to turn their audience estimation into a real insertion order, and this will create new income for OneAD.
However, the target TA ( Ad planner in agency and advertiser ) is too less, this is not the way they decide campaign budget either.
Maybe I should not jump to start design that fast, but negotiate with stakeholders more in the product beginning.
If we want to acquire more external user, we should conduct more user interview and determined the valuable TA.
If we want the product can go through a farer product roadmap, we should implement direct beneficial functions in the earlier stage for convincing OneAD spend more develop resource on it.
