Enhancing Marketing Campaign Data Accuracy with an ID Generator
This project aimed to improve the accuracy of campaign data for a large music label conglomerate, benefiting both internal and external marketing professionals and ad buyers. This case study details the design and implementation of an ID generator system, a crucial tool for creating digital campaigns across various platforms while ensuring accurate tracking and data for marketing financial and budgeting decisions.
OBJECTIVE
The profound mission at the center of this endeavor was to arm marketing professionals with a robust system for obtaining accurate digital campaign data. The ID generator emerged as the foundation of this multifaceted challenge.
The project's urgency stemmed from the harsh reality that every passing day without accurate data was another day of missed opportunities. While creating a platform to display data was undoubtedly part of the long-term vision, the first critical hurdle was to establish a reliable means of capturing and tracking that data.
SHORT TIMELINE
Three months that was extended to four due to the urgency of obtaining accurate campaign data.
TEAM PLAYERS
I worked as the UX reseracher and designer alongside a product owner, business analyst and a team of about four engineers.
KEY GOAL
Develop an ID generator system that would provide a unique identifier allowing for precise tracking of campaign success, cost, and other vital metrics.
INITIAL STEPS
The project began by aligning with internal stakeholders to understand the company's goals and objectives. It became evident that the marketing department's primary aim was to enhance the return on investment (ROI) for their campaign assets. To achieve this, it was crucial to gather accurate campaign data, which served as the foundation of the project.
Stakeholder interviews, involving discussions with the Product Owner and Business Analyst, followed. These interviews shed light on user behaviors, the existing ad campaign data tracking methods, and the challenges associated with the current approach.
As the project's focus became clearer, we narrowed the first phase down to the generation of ad campaign data, considering the project's tight timeline and its concurrent alignment with a larger marketing communications project. This narrowed scope allowed us to concentrate on developing the ad campaign ID generator, including the essential administrative and settings functionalities.
To ensure that all stakeholders remained aligned throughout the project and to maintain a strong user-centric focus, a problem statement workshop was held in collaboration with the Product Owner.
PROBLEM STATEMENT
"Ad buying teams need to compose campaign names containing company identifiers in order to enable data teams to create campaign-specific reports."
RESEARCH
Given the scarcity of information regarding users and their pain points, we devised a research plan that skillfully blended generative and evaluative research methods within our short timeline. This research plan, which was approved by UXR experts and the project's Product Owner, laid the groundwork for our research initiatives.
User recruitment presented its own set of challenges, particularly in conveying the importance of effective random sampling that covered diverse user profiles, including different regions and teams. This process encountered some delays due to initial underestimations regarding the time required for participant scheduling.
IN-DEPTH INTERVIEWS
Generative Research
Qualitative Data
USER
TESTING
Exploratory Research
Qualitative/Quantitative Data
With the research phase set in motion, we conducted in-depth interviews and usability testing. These research efforts yielded critical insights, from uncovering user pain points to validating persona hypotheses and gauging user interest in a product solution.
4
Interviews
45
Minutes
3
Teams
3
Regions
A peek into our user testing sessions: Above, you can observe users clicking through our prototype. This interactive design was created drawing insights from stakeholder interviews and our initial hypotheses.
A peek into our user testing sessions: Above, you can observe users clicking through our prototype. This interactive design was created drawing insights from stakeholder interviews and our initial hypotheses.
A peek into our user testing sessions: Above, you can observe users clicking through our prototype. This interactive design was created drawing insights from stakeholder interviews and our initial hypotheses.
A peek into our user testing sessions: Above, you can observe users clicking through our prototype. This interactive design was created drawing insights from stakeholder interviews and our initial hypotheses.
RESEARCH CONT.
Data synthesis and analysis followed suit, utilizing tools such as Dovetail to organize emerging themes and pain points. The "How might we..." framework allowed us to translate these insights into actionable design considerations, a process that involved collaboration with internal stakeholders.
The project's findings were shared with stakeholders, further solidifying alignment and understanding. With a clear understanding of the problem space, we established hypotheses to guide the solution's design.
How Might We...
Prioritize Insights: We used a dot exercise to weigh the impact of ideas. Big dots counted as 2 points, small dots as 1. The team, including the PO, BA, and myself, placed their bets. The PO's dots held a bit more sway. Together, we sifted through and marked the 'Out of Scope' How Might We's.
DESIGN
The design phase capitalized on these insights, using the modified research prototype as the foundation. The UI design adhered to the company's design library while addressing user-identified pain points and incorporating iterative changes based on research results.
The subsequent handoff to development proceeded seamlessly, with the high-fidelity frames in Figma serving as a comprehensive blueprint for the product's implementation.
​This adaptive approach ensured that despite project constraints and a unique set of circumstances, the project successfully moved from inception to design and implementation, setting the stage for future user-centric endeavors.
OUTCOMES & RESULTS
Identification of Pain Points and User Needs
A fundamental achievement of the project was the successful identification of pain points inherent in the current system. Through thorough research and user engagement, we uncovered the functionalities that held the most significant potential to benefit users. This insight formed the basis for shaping the project's direction, ensuring that it addressed the most pressing needs and pain points identified within the user community.
Emergence of Additional Persona
It became clear that the scope of user involvement extended beyond ad buyers. A managerial role was identified, highlighting the complexity of the user landscape. This discovery emphasized the importance of considering diverse user roles in future projects and project phases.
User Engagement and Enthusiasm
One unexpected outcome of the project was the high level of user engagement and enthusiasm it generated. Users displayed a genuine interest in the initiative and were eager to participate and support it from the initial ID generation stage through to the data consumption phase. The excitement surrounding the project and its future potential underscored its significance and value to users.
Seamless Design-to-Development Transition
Our design wasn't just user-friendly; it was also development-friendly. By aligning it with our existing design system and using proven components, we created a design so well-organized that our development team praised its clarity. They were able to swiftly translate it into a working product, demonstrating the power of a seamless collaboration between design and development.
CHALLENGES & LESSONS LEARNED
As with any project, our journey was not without its hurdles!
Scope Limitations
Due to project constraints and a tight timeline, the project did not include a formal testing and evaluation phase. The decision to combine generative and evaluative research into a single research opportunity allowed for an understanding of user needs without requiring separate testing stages.
Early Involvement and Problem-Solving
The project initially centered around designing an ad campaign generator. However, it became apparent that the generator was a solution to a broader problem. Lessons were learned about the importance of being involved in the project from its inception to better understand the underlying issues and provide more strategic solutions.
External Factors
The project was affected by external factors such as a company reorganization, the introduction of new leadership, and changes in product priorities. These factors had repercussions on internal departments, including data systems and development capacity.
Challenges of Involving Other Team Members in Interviews
While involving team members in interviews can be beneficial, it also poses challenges. UX designers and researchers have a specific approach to gathering user insights, and the presence of additional team members at times disrupted the flow. This experience highlighted the need for clear roles and strategies when conducting user interviews.
Adapting Research Rigor to Short Deadlines
The project faced a tight timeline, which required adapting research plans and practices to accommodate the constraints. While it may have been challenging to compromise on research rigor, strategically adapting research plans can lead to a higher return on the time and effort invested.
Recruitment Time and Random Sampling
Recruiting participants for user interviews proved to be time-consuming, especially when striving for a diverse and representative sample. Educating stakeholders on the importance of a random sample covering various regions and teams was essential. Managing these expectations and ensuring efficient recruitment should be considered in future projects.
THANK YOU
A big thank you to everyone who was a part of this team. It was an absolute joy working with you. This fast-paced project, from discovery to development in just a few months, was an unconventional but incredibly insightful experience. I am grateful for the opportunity!
*Please note that certain project details and specifics have been intentionally omitted from this case study to ensure the protection of confidential information. If you'd like to explore this project in greater depth, discuss specific insights, or have any questions, please feel free to reach out! I'd be delighted to arrange a call, interview, or further conversation to provide you with a more comprehensive understanding of this project.
Credit: Photo by Panos Sakalakis on Unsplash.