Ads Dashboard
Role: Lead product designer
Tools: Figma, Figjam, Amplitude
Team: PM, PD, 4 Engineers
Timeline: 2 week shape up
Background: After we completed our onboarding flow, we knew that our platform had complexities a user could probably not understand without the help of a Customer Success Manager. We knew some sort of onboarding dashboard would help our users succeed and grow their brands.
My design process
🧠 Problem identification
Initial Problem
Poor performance on Conversational Ads, our previous product (Lead Ads performance was way below expectations--ROAS was hardly ever positive)
Lead Ads are typically helpful for longer sales cycle — so long term it would work (but brands are looking for immediate revenue)Lead Ads were costly for the brand
Brands not understanding how to respond to data
Inaccurate attribution
Solution:
A brand new dashboard to report performance metrics and insights for brands using our ad product.
🚀 Shape up
Our team uses the Shape Up Methodology formulated by Basecamp’s product team to more efficiently ship work.
Four main steps to shaping
Set Boundaries: A way to define the problem
Rough out the elements: high level abstract work in orderr to move fast and explore a wide range of possibilities.
Address risks and rabbit holes: Finding holes or unanswered questions that cold block the team to reduce getting stuck
Write the pitch: Once we think its shaped enough, we package it in a formal write-up which summarizes the problem, constraints, solution, holes, and limitation.
🔎 Research
✍️ Initial Sketches and Designs
Learnings and Iterations
🤝 Final Design and Prioritization
What I learned
Awkward Silences - Although sometimes painful, the awkward silences I experienced during usability testing allowed me to take in the users true thoughts and experiences to make useful iterations.
Communication - Working on teams, transparency, and asking for help is necessary to work smoothly.