Best Buy Media Network MyAds Portal
While at Best Buy I focused a majority of my time working with the Digital Ads and Technology team, partnering with other internal teams to create and launch ad campaigns, as well as perform data collection on existing campaigns. My role was to understand Best Buy’s current media advertising business and design a self-service advertising portal known as the "MyAds” Portal, to improve the existing processes in place. The long term goal of the portal is to improve the workflow of both internal processes as well as unlocking external client scenarios.
Version 1
Upon joining the team, basic requirements gathering had already taken place, but there was minimal user research done to help justify the current plan. I focused on collecting as much data and feedback as possible to help understand our user’s perspectives and pain points to help inform the existing design. We were able to conduct some user interviews that helped shape the outcome of the first version of the product.
Initial IA of V1
The Problem
Based on user feedback, the the MyAds portal MVP was focused on improving the internal reporting and data sharing process. The existing process involved mostly manual steps, including using brittle excel scripts, which resulted in wasted time and inaccuracies. To address those problems I designed an experience to help automate their process while being mindful of not disturbing their existing workflow.
Persona
Schedule constraints limited the amount of persona research and creation we could do, so we focused on creating a user flow that focused on the existing internal process.
Identified problems:
The team uses an old excel file to create and export campaign data reports
Data comes from many different sources and the team needs to go to each source and copy and paste the data into their excel file.
There are about 20 steps of copy/paste to finally get a report complete
Team spends most of their time creating reports and not providing data insights
COmpetitive Analysis
I explored a wide variety of advertising websites to get a feel of how campaign data is organized, data visualization and campaign management.
WIreframes
This is the first iteration of wireframes. We had 3 pages to think about when designing:
Campaign List View, which hold all campaigns past and present.
Account Management
Campaign Reporting pages, which references all campaign data.
User Flows
Version 2
After the first MVP release, we did a second round of requirements elicitation and user interviews with the internal teams impacted by the product. There was a large delta between what was initially scoped for release and the needs of the team. To address the gap, we started fresh with Discovery and User interviews. I’ve worked closely with our User Research to create a script and research plan to learn as much as we can about the current process.
Defining our Problem
After completing our user interviews we began reviewing my notes and slowly determining what are the highlighted problems we kept hearing.
We identified 4 main problems:
Lack of trust for the data
No ad viewability data
Poor communication between the Category Managers & Media Network
Long manual processes for pulling and organizing campaign data
Defining out Persona
Once we had our main problems to focus on, myself, our researcher and another designer presented our findings to Product. Next steps were to begin validating our new found persona- Account Executives.
