CrossX - Smart form for pre-campaign dashboard
An upgrade feature on pre-campaign dashboard to unlock user adoption rate
Intro
CrossX is an advertising service to help enterprises advertise their products within AI technology. The internal platform are operated by sales, account managers, campaign managers and tech support.
Pre-campaign dashboard is one of the platform for internal users prepare campaign materials efficiently before launching the campaigns.
My Role
Role
Research, product Design, usability testing
Timeline
Mar - Aug 2023
Product team
Sole designer / Product manager / 5 Engineers
01 User experience & Prototyping
Designed and iterated information architecture, visual, and interaction experiences.
02 Design validation
Hosted user validations with high-fidelity prototypes with external clients from 3 regions (CN/JP/EMEA).
03 Cross-functional collaboration
Led the end-to-end design process, collaborating closely with cross-functional teams, including a product manager and engineers
Background
01 Growing business
Appier's advertising revenue grew rapidly in the US and EMEA in the past two years. The company's strategy was focused on expanding in both regions and bringing more campaigns.
However, the clients from the US & EMEA bring diverse advertising needs before launch campaigns.
Revenue proportion in the US & EMEA increased significantly from 13% to 20% in quarter of quarter(Q3, 2022 & 2023)
02 Redundant & waste-time process
The reason why we had a Pre-campaign dashboard is that the old way to use JIRA tickets was very slow because users needed to copy & paste information all the time.
In this project, my design goal is to make the system can cover EMEA's use case, and improve their operation efficiency for the pre-campaign process.
Manually copy & paste all informations redundantly. From E-mail to JIRA, then from JIRA to the system.
How we built the feature
01 User survey
We always start with the most critical pain point from users. To collect user feedback completely, we invite users write down they requirements whenever they want.
Then, we prioritize pain points to make sure the product roadmap could make the right impact. Within the survey, we found Cannot set multiple-region targeting on setting fields get the most of people voted.
02 Desk research
Based on the survey result, we want to understand how clients request for settings when run a campaign for multiple regions. So PM & I collected key use cases from JIRA ticket system to understand how clients put budget, set KPIs and tracking links by variant regions.
Problem statements
After we collected all key use cases, we found the reason why internal users couldn't use the Pre-campaign dashboard is that they are not able to fill in multiple values based on variant regions on the system.
Clients requested to set up different billing types based on variant regions, but the users are only able to provide more than 1 value for the field.
Breakdown the user problems
There are 4 positions of users working on campaign preparation. Their main task during the pre-campaign process are mentioned, and the issues we highlighted are illustrated below:
Key outcomes
Based on the research findings, we proposed a new setting flow for the pre-campaign process. Not only users could set up variant values in each field, but also make it flexible to be changed in each stage.
01
Flexible and expandable fields
In previous design, user setup target OS and target region along with other fields. Since these two fields became a checkpoint to define how many sub fields will be expanded, I created a section to aggregate three fields: Target OS(operation system), Target region, and Targeting combination.
Previous form design
To ensures that user could realize the first two fields is dominant to enable multiple fields for, Targeting combination is a designated field for users to choose the combination of device x regions.
02
Changeable setting
Previously, changing the target region after a campaign was approved required the account manager to ask the sales team for help, resulting in wasted time.
Previous form design
To solve this issue, I added the "final checkpoint" section to the account manager's view. This section also allows the account manager to change the targeting combination at any time during the campaign progress without having to wait for the sales team.
Impact
Uplifted user adoption rate from 82% → 92% within 1 month
After releasing the feature, the overall user adoption rate increased by nearly 10%. We achieved our goal is to unlock more users could adopt the system.
Saving avg. 30 minutes for setup each campaign
With COD, the campaign manager no longer needs to copy & paste all information from Jira to the system This means that one people could manage more campaigns in a month , resulting in an effective reduction of operational costs for the company.
User feedback
We verified this feature twice, the first time is held UI review meetings with multiple teams after the design prototype had finished; it was validated secondly after this feature had been released.
We received largely positive feedback from stakeholders.
Honestly, in this project, I felt grateful that we researched the real use cases so that we could provide sufficient design rationale for the right direction.