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:

🔑 Findings for Servo Alerts:


Report Builder

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

These are the flows that I constructed where filters take precedence over Dimensions and metrics and where dragging and dropping are more effective actions.

Servo Alerts

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

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.

🔑 takeaways