plista
Redesigning plista’s
self-service platform
Product Redesign | UX, UI | 2022-2023
Design Process
Design thinking framework
To ensure the redesigned platform catered directly to user needs and frustrations, we adopted a user-centered design thinking approach. This iterative process unfolded as follows:
Empathize: Understanding User Needs.
We began by collecting and analyzing all existing data on user behavior, needs, and pain points.
Define: Identifying Core Challenges.
Leveraging the research findings, we clearly defined the core user problems impacting campaign booking and performance.
Ideate & Prototype: Brainstorming Solutions.
Through brainstorming sessions, we explored a wide range of creative solutions to address the identified challenges. high-fidelity prototypes were developed to test and refine these concepts with users.
Test & Refine: Validating Solutions.
User testing sessions were conducted to validate our ideas and gather feedback. This feedback fueled further optimization of the platform, ensuring it effectively addressed user needs.
Implement: Moving to development
Empathize
Define
Ideate
Prototype
Test
Implement
The Problem
Uncovering campaign complexity
Empathizing with Users to Streamline Campaign Performance
Our self-service platform serves as the foundation for users to book campaigns. However, recognizing a potential disconnect between booking and achieving optimal campaign performance, we embarked on a user-centered redesign process. The initial step of this process involved gaining a deep understanding of our users' needs and frustrations.
To achieve this, we conducted a multi-faceted data analysis. Quantitative data from tools like Power BI, Smartlook, Hubspot, and Xandr (covering supply-side platforms, ad exchanges, and demand-side platforms) provided insights into user demographics, locations, and preferred ad types.
However, quantitative data only paints part of the picture and answer the questions "What?" and "Where?". To truly understand the "Why" behind user behavior, we delved into qualitative data from past interviews, QBRs (Quarterly Business Reviews), and surveys.
What We Discovered
Our analysis yielded valuable insights. The current campaign booking process was complex and time-consuming, hindering user efficiency. This frustration likely contributed to user drop-off before achieving optimal campaign performance.
Falling Short of User Expectations
From the user's perspective, the current platform fails to meet their needs. Outdated technology and slow performance make it difficult to efficiently book campaigns, ultimately impacting their ability to achieve desired results.
Main Personas
Our main users
Our user base is made up of a diverse mix of small to medium-sized businesses, including digital marketing experts (who are our primary user group) and business owners who typically have less experience in digital marketing and are seeking for a simple approach to advertising.
+40%
Sandra Shield
Marketing Manager
M/L company
Sandra's use of Plista's Self-Service Platform
Shared pain points
Is time-consuming and suffered from long bureaucracy.
Budget shifting between campaigns is inflexible.
Non-experts struggle with complex campaign settings.
Challenging refinement with constrained targeting possibilities.
The Challenge
Streamlining booking and empowering users
Knowing that a seamless booking experience forms the foundation for successful campaigns, we took off the redesign with two high-level goals:
1. Simplifying the booking flow for efficiency
Focus: Streamline the booking process, minimizing user time commitment and frustration.
Outcome: A clear and user-friendly booking flow allows users to navigate the platform with ease and focus on campaign strategy.
2. Bridging the gap to optimal campaign performance
Focus: Empower users with the tools and functionalities needed to optimize their campaigns.
Outcome: Users are equipped to achieve desired results through features like performance tracking, optimization suggestions, and seamless integration with campaign management tools.
Explore
Ideation and validation
Our team came up with innovative ideas through collaborative design sprints that involved product managers, stakeholders, and developers.
These ideas led to the creation of a prototype that was showcased at
Dmexco conference, demonstrating AI optimization, cross-channel
flexibility, and a simplified conversion pixel process.
Testing and feedback
We conducted in-person user testing at a conference to validate our USPs
and understand usage. Participants completed the booking process with a prototype and we collected feedback using a third-party tool (Maze):
- Positive responses to the clean, fresh, and easy-to-use design.
- Requests for more tooltips and clearer visibility.
- Feedback on naming conventions and concerns about the booking process.
After speaking with the users, we learned that they desire an automated
booking process with access to consultation. Additionally, they appreciated
modern templates, use cases, and the ability to test the conversion pixel.
The Solution
Key features that resonate
Drawing on user feedback from testing and the comprehensive data analysis conducted earlier, we identified key functionalities to address the main user pain points. This resulted in several key features designed to resonate with our users:
Campaign Booking with AI
Implementing AI forecast to help users maximize campaign’s success and providing clear and seamless process to easily book campaign.
One Dashboard
An easy and digestible overview of all the campaigns. integrating data that provides real value and help the user to make better decisions.
Creative Studio
Providing a dedicated area to manage all their ads and media assets, and opens a new flow to create an ad.
Design System
Atomic design system
Since we redesigned the platform, we needed to build a new design system.
We decided to build based on the atomic design method, created bit by bit and kept growing by the need.
We also made sure to provide guidelines and use cases for each to clarify as much as possible the use of the different components to our developers.
Here's a glimpse of the to the design system we built:
Atoms
Molecules
Organisms
Impact
Impact of redesign
The new design was reworked to enhance user satisfaction and streamline campaign management. We focused on improving usability and efficiency, tracking key performance metrics to measure success.
Here are some of the improvements:
Increase in Completion Rate
(Campaign Booking)
Reduction in Time on Task (Creative Studio)
To validate these results, we conducted internal and external testing before and after the launch of Self-Service V3.0 in 2023. Using tools like Hotjar, we tracked user success funnels, drop-offs, and usability issues, refining the experience through continuous iteration.
We continue optimizing the platform by introducing new functionalities and testing innovative solutions to further enhance the user experience. Check it out on the next case study.
Learning
Challenges and tradeoffs
Educating about user-centered design -
I presented the design thinking process to the company to showcase the dedicated
team's work and emphasize user-centered design.Engaging stakeholders -
I collaborated closely with sales and account managers to learn about
our users and their needs, and involved them in each step of the process to show their value.
Iteration and patience -
Sometimes you need to prioritize basic functionality over smooth and delight experience and wait for the next iteration to improve.
