Exploring the User Pain-point

Preliminary research provided

The Amobee ATV Product management team had already begun conducting user feedback to validate their product line, and the PM team shared the following with me prior to the design process:

One of the user pain-point was the multiple clicks while editing their campaigns with the same changes.

This action was causing inefficiency and time-consuming.

End-Users

• All broadcaster users

• External clients

• Global users

Research & Explorations

The first thing I did was observe a usability test that the PM team and I conducted with five end-users. We ask the user to walk us through creating and editing the campaigns, and conducted the data by using Userlytics.

My goal for this exercise was to understand two things:

1. The current overall workflow of editing, how many steps that the user would need to take from A to B.

2. What are some unnecessary features within the current editing workflow, if they are unnecessary, why they are there?

I had many insights, but here are some of the crucial discoveries and the prioritized features:

1. A fast way to access the dashboard table to the campaign edit table.

2. Since Amobee has two products, the basic UX structure needs to be aligned with the other product as well.

3. After the user did many edits, the platform system is slow also without giving the user a confirmation message, back-end technology needs time to process edits.

Design Process

Interviews

With some data and some research observations, I conducted a few interviews with individuals from the Amobee PM team and the engineering team. My goal to understand what feature we need to prioritize, and also where are some of the technical restrictions/requirements. Some of the insights that I gleaned from those interviews:

Business goals

• User growth opportunities

• Maximize user engagement and improve efficiency for users

• Provide better service (feature)

User flows

I created two user flows based on what the end-user/fan would do on the platform:

Flow 1 - Edit one campaign

Flow 2 - Edit multiple campaigns

Flow 2 - Sort Dashboard

Design iterations (and challenge!)

With the user flows in mind, I started visualizing some potential directions that could improve efficiency. Another challenge here was I needed to consider the unification that the UX team was designing, and find a balance point between the existing product form and the design that could benefit the user. This is the form that the DSP (the seller side product line) had.

These are some of the messy try outs that I did:

With all the try-outs, I picked a handful of mocks and validated my design with the end-users. Here are some insights/feedback I got through each user-testing sections.

Ideation #1

What I added was:

• Search function

• Sorted all the relevant plan names together

• Added checkboxes (showing activated campaigns)

• Hierarchy table switch button

• Feedback: negative

Ideation #2

What I added was:

• Search function

• Sorted all the relevant plan names together

• Added checkboxes (showing activated campaigns)

• Hierarchy table switch button

• With notification to guide the user

• Feedback: negative

Ideation #3

What I added was:

• introduce the Hierarchy table

• Plans are now acting like folders

• Feedback: Very positive

With the positive direct feedback from 85% of the end-users, I created a user flow as below.

Usability Testing

After I finished the final round of the user testing with the end-users and finished the first round of mocks in Figma, I handed the mocks to the engineering team and start to develop on Beta. Immediately following the beta site test, I tested the same end-users on the Figma prototype that I tested with.

There were actually many steps to develop and build it from an engineering standpoint. Therefore, what I learned was having a clean prototype and Figma file would help to reduce the developing time! The engineering team helped me to put usability testing on userlytics.com, the users were asked to do two tasks:

1. Find a campaign in X plan

2. Activate the bulk edit form

Testing results insights

The testing results were very posibitive. 5/5 of the users finished task one, and 4/5 of the users can easily activate the bulk edit form. When we circling back to the problem statement, the dashboard table now reduced the amount of clicks.

Improvements and aftermath

Although the usability test was positive, some of our end users left some comments about the submission trackers and the navigation on the bulk edit form. There were two concerns that we need to improve:

1. Guide the user by using the navigation system in the bulk edit form

2. A faster way to activate the submission tracker

Based on the feedback, I went back and developed a full mockup by adding the following screens:

To be continued…

The project is now currently on another round of usability testing for the drop 2 added features.