Data-Inspired User Experience
Medialets is a recently acquired GroupM company focused on innovation in mobile ad serving and measurement.
My work on the Servo platform was in:
Conducting research and stakeholder interviews for insights on the industry, our clients, and the platform itself.
Redesigning the Report Builder's user experience and workflow and adding new features like multi-page and time zone functionality.
Designing a new Alerts notification panel for the platform from the ground up.
It was crucial for me to understand the background of our products and its various stakeholders across the departments to better understand our industry, clients, and users. I used these insights to answer several important questions.
What is Report Builder?
Report Builder is an interactive tool for our clients to have complete control over their campaign reports. The Report Builder is composed of three parts: The FDM (Filters Dimensions, and Metrics), the workspace (where the users drag and drop the FDM tiles), and a preview of what the report will look like.
What is Servo Alerts?
Servo Alerts is how our clients are alerted of any unexpected behaviour within their campaigns. Alerts would be sent to the client's emails.
Who are the users?
The users are ad operation teams who manage and report on the performance of their online (mobile, in our case) advertisements.
Our platform's users are people who know exactly what they want out of a campaign and what variables they need to leverage in order to achieve their campaign goals.
🔑 Findings for Report Builder:
- There are constraints that have not been built into the workflow which means that users will make many accidents and face a lot of error messages. (like Filters being set before Dimensions and Metrics)
- The hierarchical structure between Filters, Dimensions, and Metrics is not visualized as they all are represented similarly in the UI.
- The drag and drop interaction, while great for customizability, demands too much motion from the users as they go through many Filters, Dimensions, and Metrics.
- Users are not able to take full advantage of how their spreadsheets would be formatted as the spreadsheet visualization is simply a preview.
🔑 Findings for Servo Alerts:
- Alerts are sent by email and only by email.
- Specific alerts were sent as a spreadsheet style document making it hard to read and quickly interpret at times.
- Too much information is being told even though there is an identifiable pattern.
I used the insight from my research and stakeholder interviews to guide my evaluation of the flow of the Report Builder and to identify its pain points.
While doing my own evaluation of the workflow and creating a detailed site-map, I came across several bugs that were relevant to plausible edge cases. Thankfully, understanding the process to recreate the bug gave me a chance to work with Medialets' bug tracking system, JIRA, to log them.
Ideas for Report Builder
- Make filters a prerequisite before moving on to Dimensions and Metrics.
- Organize Dimensions and Metrics tiles into groups based on similarity so that users won't have to scroll through so many.
- Rather than having users drop tiles into a workspace that then reflects on a preview, have the users interact directly with the preview.
These are the flows that I constructed where filters take precedence over Dimensions and metrics and where dragging and dropping are more effective actions.
The same insights were used in creating a better way for users to look at their alerts.
Once I understood every aspect to each alert type and their level of importance, I applied what I had learned from my interviews and my own evaluation to the flow for the notifications panel.
Ideas for Report Builder
- Compartmentalize the alerts starting with what kind of alerts they are.
- Further compartmentalize by the ad campaigns that the alerts are referring to.
- Organize the alerts by their level of importance.
This flow demonstrates how information starts in digestible parts which allow users to take action if necessary rather than having to see everything in separate parts across different apps.
iterate (iterate iterate iterate)
Sketches for Report Builder
Sketches for Servo Alerts
design & prototype
New and improved Report Builder
Filters now live in the side-bar alone and take precedence over metrics and dimensions in the workflow.
The spreadsheet is no longer a preview and now a workspace making it quicker and easier for users to build reports.
New Alerts panel
Alerts are now structured by activity, campaign, ad type, and specific ads.
Information is readable and organized with identifiable iconography.
Direct actions can be taken based on the information in the alerts.
- Understand the context (when, why, how) for users and their goals.
- Compartmentalization of data is the best way to tackle large amounts of information in order to make it quicker for users to digest.
- An interactive interface with customizability can still be structured and organized to guide users without overwhelming them.