Designed an Ad Manager that increases revenue by 4x
TIMELINE
Mar 2019 - Early 2022
PLATFORM
Responsive Website
MY ROLE
Product Designer
Introduction
Ad Manager is a platform designed to help brands and agencies build and oversee ad campaigns on the Krishi Network app. It facilitating meaningful user engagement while providing insightful analytics to foster growth.
My Role
As the sole lead on the Ad Manager project, I guided its research and design elements, working closely with the CEO, CTO, and sales team to align the development process with critical business requirements.
Problem
Absence of Standardised Procedures
The manual nature of the current ad management process lacks a standardised approach, resulting in significant inefficiencies.
Lengthy Client Interactions
The sales team engages in lengthy interactions with clients via calls or emails to discuss services, budget, and requirements.
Inefficient Analytics Reporting
Analytics reports are sent over emails, and any new client requirements necessitate repeating the entire process, leading to further inefficiencies.
Limited Client Visibility and Customisation
Clients lack live visibility of their ads and have limited options for customisation.
Defining the Problem
Designing a better user experience for brands & agencies to seamlessly schedule ad campaigns.
Goals
Unified Ad Management
An platform where users can effortlessly create and manage all of their ads.
On-Demand Analytics
An integrated analytics that offers users access to real-time data and reports anytime during the ad's lifecycle.
Customisable Ads
Enable ad customization, allowing users to tailor their ads based on specific requirements, resulting in more engaging and effective campaigns.
Flexible Budgeting
Offer a budgeting tool that provides users the flexibility to adjust their ad campaign budget based on their specific needs, enhancing user control over their ad spend.
Impact
Given the scale of this project, the new designs were strategically released in phases and final release occurred after my tenure, preliminary feedback and estimates indicated several anticipated benefits:
Operational Efficiency
It reduces manual tasks, freeing the Sales and Tech teams to focus on strategic activities, increasing productivity
Centralised Management
Empowers clients to manage their ads independently, leading to faster processes and improved satisfaction.
Smarter Segmentation
Enables the creation of personalised ads, catering to the unique needs of every user, fostering a more targeted and effective ad experience.
Competitor Analysis
The purpose of research was to benchmark, understand and analysing current competitors platforms.
Secondary research
Information Architecture
Based on the insights and pain points got from the research build the information architecture of the 3 key objectives.
IA of the 3 Key Objectives
🌐 Brand Awareness
📝 Lead Generation
👤 Create Account
Design Iterations
The initial designs went through several user tests, discussions with operations, marketing and business teams to ensure we have a friendly and scalable user experience.
Final Designs
Collaborating with PM, busniess and engineering team to ensure feasibility and scalability, and smooth hand-off
Design: Need to built a design system for the platform and conduct user research by visiting institutes.
One Organised Platform
Platform where users can create, manage, and view the analytics of there campaigns.
Setting Up Ad Objective
Based on the research and product requirement, brand awareness and lead generation are the two objectives in the scope. When user create any ad, they need to select an objective.
On this screen, after selecting an objective, users can opt for various placements.
Smarter Segmentation
Catering to the unique needs of every user, the platform will enable the creation of personalised ads, fostering a more targeted and effective ad experience.
Add Creative to Your Ad
Flexibility in selecting the ad type (e.g., single, carousel, and interstitial) helps in estimating the restate of ads on app. Based on placements, users can preview all the ads in app mockup.
Users can also create ads with multi language based on their target audience.
Creating Lead Form for Conversions
In lead generation objective, users has the flexibility of creating customised questions and preview the lead form in app mockup.
Users can also create lead form with multi language based on their target audience.
Campaign Management
User can view all the campaign related activities on this screen, such as analytics, editing the campaign, and duplication.
Challenges We Faced
Difficulty in Obtaining Client Data
We faced challenges in obtaining client data about the current ad setup process, which made it difficult to fully understand existing workflows and user needs. To address this, we conducted extensive secondary research.
Accessing Competitor Platforms
Studying competitor platforms like Google Ads and LinkedIn Ads proved challenging. We relied on YouTube videos and online resources to understand their features. Despite these challenges, the competitor analysis provided valuable insights for our design decisions.
Thanks for visiting
my portfolio
ritikadhayal@gmail.com
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