BRYENNE KAY
Loyalist
Client
Year
Location
My role
As the sole designer in the company, I got to wear a lot of hats
I love all parts of design (perhaps not equally) which is great as I got to do all aspects of design in this project, including the icons. For this project I was the:
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UX researcher
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Interviewer
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UX designer
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UI designer
A brief background:
The service team managed up to 100 clients' accounts in this company. These accounts managed online advertisements and services through Google, Yahoo and Facebook. Clients would allocate multiple, different budgets to their advertisements based on geographical location, promotional material, time of day, season, media platform, etc. Every day, a service team member would check their assigned accounts and adjust settings on Google, Yahoo, and Facebook to optimize the performance of the advertisement. When the company began, this was not a large problem as there were few accounts. As the company grew, this task took up an overwhelming part of the service team's day. Another problem: there was no centralized or consistent way to perform this task. Every service team member had a different method or workaround for ensuring they could manage the performance of all accounts. As could be imagined, some workarounds were more successful than others.
What is the challenge? To create a single space where service team members can see the performance of their accounts in order of need to address issues quickly. This has an immediate effect on the time service team members can give to their other tasks. More crucially, this has a large impact on advertisement performances across the company. If issues are able to be caught more quickly, clients can spend their budgets more effectively and have trust in the company to manage accounts and client retention will improve.
KPIs for this project include:
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Reduce time maintaining accounts
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Improved performance metrics
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Sunset individual workflows and workarounds
After reviewing the business requirements, the interviews and the insights, I write the user stories for the service team, sales teams, and product and engineering team.
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As a service team member, I want to sign into the platform and immediately see which of my campaigns need the most attention so that I can prioritize and make the most of the time I have to optimize the account performances.
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As a sales team member, I want to be able to find my clients' accounts, their performances and who on the service team is making modifications so that I can be up-to-date and knowledgeable for my clients.
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As a product and engineering team member, I want to be able to sort through sales & service team members' accounts so that I can notify them if something has come up in the data that needs attention or explanation.
Creatively, it was incredibly rewarding to design in collaboration with the developers in new ways, beyond our typical chart libraries, to display information in the best way possible for our users.
