Amazon Advertising
2021
Principal Design Lead
Research, UX, Testing, Visual
Responsibilities
User Research
Design Strategy
Designs / Prototypes
Usability Testing
Stakeholder Approval
Dev Handoff
Amazon Advertising
2021
Principal Design Lead
Research, UX, Testing, Visual
Responsibilities
User Research
Design Strategy
Designs / Prototypes
Usability Testing
Stakeholder Approval
Dev Handoff
120
Overview
Overview
ARC is the central repository of metrics, assets, resources, and insightsfor pitches and campaigns used by Sales, Account, and Creative teams across Amazon Custom Advertising.
ARC is the central repository of metrics, assets, resources, and insightsfor pitches and campaigns used by Sales, Account, and Creative teams across Amazon Custom Advertising.
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Problem
Problem
Initially launched in 2016, ARC struggled to keep pace with the organization's evolving needs. Finding relevant past projects became a time-consuming hurdle. Project detail pages lacked valuable data and insights to inform future campaign strategies. Lastly, the inefficiencies of uploading case studies discouraged creatives contribution to the platform.
Initially launched in 2016, ARC struggled to keep pace with the organization's evolving needs. Finding relevant past projects became a time-consuming hurdle. Project detail pages lacked valuable data and insights to inform future campaign strategies. Lastly, the inefficiencies of uploading case studies discouraged creatives contribution to the platform.
Opportunity
Opportunity
Turn ARC into a living library that not only serves as a searchable showcase of pitched and sold work but also a centralized hub of detailed campaign artifacts including presentation decks, assets and end of campaign reports. Streamline the case study upload process by removing redundancies and increasing workflow efficiency.
Turn ARC into a living library that not only serves as a searchable showcase of pitched and sold work but also a centralized hub of detailed campaign artifacts including presentation decks, assets and end of campaign reports. Streamline the case study upload process by removing redundancies and increasing workflow efficiency.
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Research
Research
Tasks
Tasks
With nearly 80% of surveyed ARC users indicating the tool wasn't working at the speed of advertising, I conducted a comprehensive analysis to improve its performance. This analysis included the initial organization-wide survey, an evaluation of the existing user experience, and in-depth stakeholder interviews to identify pain points and uncover new use case scenarios.
With nearly 80% of surveyed ARC users indicating the tool wasn't working at the speed of advertising, I conducted a comprehensive analysis to improve its performance. This analysis included the initial organization-wide survey, an evaluation of the existing user experience, and in-depth stakeholder interviews to identify pain points and uncover new use case scenarios.
Findings
Findings
Creative teams, primarily sought ways to streamline the case study building process. Their key desires included minimizing data entry redundancy and enhancing Arc's overall utility.
Creative teams, primarily sought ways to streamline the case study building process. Their key desires included minimizing data entry redundancy and enhancing Arc's overall utility.
Creative teams, primarily sought ways to streamline the case study building process. Their key desires included minimizing data entry redundancy and enhancing Arc's overall utility.
Creative teams, primarily sought ways to streamline the case study building process. Their key desires included minimizing data entry redundancy and enhancing Arc's overall utility.
120
Existing Experience
Existing Experience
Landing Page
Project Detail
Case Study Page
Case Study Page
Case Study Page FAQ
Edit Projects
Landing Page
Landing Page
Landing Page
Project Detail
Case Study Page
Case Study Page
Case Study Page FAQ
Edit Projects
Landing Page
Landing Page
Landing Page
Project Detail
Case Study Page
Case Study Page
Case Study Page FAQ
Edit Projects
Landing Page
Landing Page
Landing Page
Project Detail
Case Study Page
Case Study Page
Case Study Page FAQ
Edit Projects
Landing Page
Landing Page
Landing Page
Project Detail
Case Study Page
Case Study Page
Case Study Page FAQ
Edit Projects
Landing Page
Landing Page
Landing Page
Project Detail
Case Study Page
Case Study Page
Case Study Page FAQ
Edit Projects
Landing Page
Landing Page
Landing Page
Project Detail
Case Study Page
Case Study Page
Case Study Page FAQ
Edit Projects
Landing Page
Landing Page
Landing Page
Project Detail
Case Study Page
Case Study Page
Case Study Page FAQ
Edit Projects
Landing Page
Landing Page
120
Ideation
Ideation
Tasks
Tasks
Conducted a user study with 12 participants to validate design solutions for searching and filtering. Through wireframes, I tested how users found projects based on various criteria like location, industry, client, budget, and team member. Additionally, the study assessed how participants interacted with the case study page, including how they accessed relevant project metrics, assets, and resources.
Conducted a user study with 12 participants to validate design solutions for searching and filtering. Through wireframes, I tested how users found projects based on various criteria like location, industry, client, budget, and team member. Additionally, the study assessed how participants interacted with the case study page, including how they accessed relevant project metrics, assets, and resources.
120
Design Implementation
Design Implementation
120
Landing Page
Landing Page
Challenge
Solution
Challenge
Challenge
The single column approach to displaying over 900 case studies forced excessive scrolling and hindered exploration.
The single column approach to displaying over 900 case studies forced excessive scrolling and hindered exploration.
Solution
Solution
Implemented a visually-appealing grid layout, showcasing a manageable number of projects per screen. Privacy dynamic project information was added to each product card to ease exploration.
Implemented a visually-appealing grid layout, showcasing a manageable number of projects per screen. Privacy dynamic project information was added to each product card to ease exploration.
Challenge
Challenge
Inability to quickly filter projects and lack of a save mechanism frustrated users by having them go through a cumbersome process every time they wanted to find a project.
Inability to quickly filter projects and lack of a save mechanism frustrated users by having them go through a cumbersome process every time they wanted to find a project.
Solution
Solution
Added persistent filtering options, allowing users to refine their search based on industry, budget, location, tactics employed, and project status (sold vs. pitched). incorporated the ability to save case studies as a collection.
Added persistent filtering options, allowing users to refine their search based on industry, budget, location, tactics employed, and project status (sold vs. pitched). incorporated the ability to save case studies as a collection.
120
120
Case Study Page
Case Study Page
Challenge
Solution
Challenge
Challenge
Case studies lacked crucial data, such as project timeline, and media spend. However making this information public to outside teams was a privacy concern.
Case studies lacked crucial data, such as project timeline, and media spend. However making this information public to outside teams was a privacy concern.
Solution
Solution
Integrated project information directly from Salesforce. While behind the scenes Team Role validation displayed only safe to show content unvetted users.
Integrated project information directly from Salesforce. While behind the scenes Team Role validation displayed only safe to show content unvetted users.
Challenge
Challenge
Previously, campaign assets, pitch decks, and source files resided across multiple locations, making it a nightmare to track them down, especially for designers taking over existing projects.
Previously, campaign assets, pitch decks, and source files resided across multiple locations, making it a nightmare to track them down, especially for designers taking over existing projects.
Solution
Solution
The redesigned Arc solves this by allowing designers to directly upload or link to these files within the platform. Eliminating time-consuming searches and ensures easy access to crucial project assets.
The redesigned Arc solves this by allowing designers to directly upload or link to these files within the platform. Eliminating time-consuming searches and ensures easy access to crucial project assets.
Challenge
Challenge
Lack of contributor roles increased efforts by Sales and Account teams to find contacts and resulted in unnecessary communication.
Lack of contributor roles increased efforts by Sales and Account teams to find contacts and resulted in unnecessary communication.
Solution
Solution
Contributor role definitions were added along with the ability to view additional work by specific individuals, facilitating efficient skill-matching for future projects.
Contributor role definitions were added along with the ability to view additional work by specific individuals, facilitating efficient skill-matching for future projects.
120
120
Case Study Builder
Case Study Builder
Challenge
Solution
Challenge
Challenge
The tedious process of retyping project information discouraged users from adding new case studies to the platform.
The tedious process of retyping project information discouraged users from adding new case studies to the platform.
Solution
Solution
Integrated the option to automatically pull key project details by inputting the Salesforce ID number retrieving, timelines, scoping, production and media costs.
Integrated the option to automatically pull key project details by inputting the Salesforce ID number retrieving, timelines, scoping, production and media costs.
Challenge
Challenge
Lacking the ability to rearrange the order of elements and requiring knowledge of HTML to add simple elements like links.
Lacking the ability to rearrange the order of elements and requiring knowledge of HTML to add simple elements like links.
Solution
Solution
Allowing for richer presentation in pre-defined content components. These components included text, various media formats, carousels, and even 3D previews, allowing for richer presentations without complex design skills
Allowing for richer presentation in pre-defined content components. These components included text, various media formats, carousels, and even 3D previews, allowing for richer presentations without complex design skills
120
120
Visual Assets
Visual Assets
To combat visual redundancy and further elevate the presentation of case studies I created a set of customizable template mockups.
To combat visual redundancy and further elevate the presentation of case studies I created a set of customizable template mockups.
120
120
Results
Results
In an analysis conducted by Amazon Advertising’s finance department. Arcnow has the potential to reduce the global pre-sales SLA by 50% enabling an estimated 508 hours in TOW savings per week, $3.8MM annually.
In an analysis conducted by Amazon Advertising’s finance department. Arcnow has the potential to reduce the global pre-sales SLA by 50% enabling an estimated 508 hours in TOW savings per week, $3.8MM annually.
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“With this launch, our team is able to focus their efforts on our number one priority, delivering brand-building ideas to advertisers that enhance the Amazon customer experience. These Arc enhancements mean information will be stored in a single location saving our team time, effort and frustration.”
“With this launch, our team is able to focus their efforts on our number one priority, delivering brand-building ideas to advertisers that enhance the Amazon customer experience. These Arc enhancements mean information will be stored in a single location saving our team time, effort and frustration.”
Katy, CPG Program Manager
“I struggled when pitching new work, since I didn’t know where to find an advertiser’s past campaigns or results. Now I can go to Arc and search for the asset I need, filter by vertical, advertiser, platform, tactic and even date range. It has cut hours from the time I spend researching weekly.”
“I struggled when pitching new work, since I didn’t know where to find an advertiser’s past campaigns or results. Now I can go to Arc and search for the asset I need, filter by vertical, advertiser, platform, tactic and even date range. It has cut hours from the time I spend researching weekly.”
Justin, Softlines Sales Manager
“Prior to today’s launch I found myself avoiding Arc. It was just one more thing I had to do, and honestly, I didn’t have the time. The other day I submitted a campaign we just launched and it was a breeze. It took me about 10 minutes overall. I was even pulled into a meeting unexpectedly while I was uploading info, but Arc saved my submission and I was able to have Carrie, an Art Director in my team, go in and update it later with a few assets I didn’t have.”
“Prior to today’s launch I found myself avoiding Arc. It was just one more thing I had to do, and honestly, I didn’t have the time. The other day I submitted a campaign we just launched and it was a breeze. It took me about 10 minutes overall. I was even pulled into a meeting unexpectedly while I was uploading info, but Arc saved my submission and I was able to have Carrie, an Art Director in my team, go in and update it later with a few assets I didn’t have.”
Hubert, Creative Director Consumer Electronics
120
120