Campaign Monitoring & Optimization System

Key Contribution

- Designed an end-to-end campaign optimization and monitoring system.
- Led the design and development process, ensuring the project meet all critical milestones and objectives.
- Created a comprehensive Design System library to ensure design consistency and efficiency across all project components.

Role

Product Designer

Tools

Figma

Project Overview

Building a Campaign Monitoring System at LG Ads

At LG Ads, I worked closely with the campaign operations team, account managers, and product managers to identify key challenges faced in campaign operations. Recognizing these critical issues, I designed and launched a robust system that offered real-time tracking, performance optimization tools, live reporting, and detailed analysis of bid drops for media campaigns. Given the project's critical nature, it was designed and developed within one year.

Impact

+20%

Increase in campaign monitoring capacity

+$500M

Total Revenue of Campaigns Monitored

37%

Reduction in Campaign Under-delivery

Problem Statement

Unveiling issues hindering efficiency and Performance

- Lack of Real-Time Tracking: No live system to track campaign delivery and performance, leading to missed optimization opportunities.

- Campaign Underperformance: Inability to ensure full campaign delivery, resulting in under delivery and ineffective media spend.

- Delayed Reporting: Slow and manual performance analysis and reporting, causing delays in internal reviews and client updates.

- Optimization Challenges: Lack of actionable insights into the root cause of underperformance or under-delivery leads to guesswork and trial-and-error.

Final Design

Campaign Monitoring & Optimization System

Landing page Monitoring Systems

Gives an overview of how campaigns are performing and can even deep dive to analyze at further granularity.

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Advance Filtering

A very powerful functionality in monitoring underperforming campaigns that require immediate attention.

Advance Filtering

A powerful functionality in monitoring underperforming campaigns that require immediate attention.

Bid Drop Analyzer

Developed a tool to pinpoint reasons for campaign underperformance by analyzing various levels of the bidding funnel, and identifying specific targeting or restrictions causing the highest bid drops.

Customize reports

Dashboard provides flexibility to generate various template as per client needs and schedule automated reports

Customize reports

Dashboard provides flexibility to create various templates as per client needs and schedule automated reports

Research

The Campaign Monitoring has two key User groups

I conducted a round of user interviews with 15 participants. My goal was to better understand the primary user role and their pain points. I determined two main user groups based on my user interviews

Campaign Manager

- Inefficient Monitoring: Spreadsheet tracking consumed 30% of users’ time due to lack of customization.

- Optimization Challenges: Guesswork in diagnosing root cause of under-delivery led to only 33% success, reducing performance.

Account Manager

- Manual Reporting: Manually pulling and customizing reports increased workload and delayed client updates.

- Revenue Impact: Under-delivery led to client dissatisfaction, risking $3M in lost revenue and 1% in make-goods.

Ideation

Think Tank In Action: Collaborating To Design The Optimal Solution

Given the complexity and critical nature of the project, we needed a brainstorming session with product managers to identify key feature, facilitate collaboration, incorporate Insights and validate assumption.

Prototype

Building a Blueprint: Prototyping the User-Centric Campaign Monitoring System

After ideating potential solutions, I created a fully functional prototype to ensure the campaign monitoring system met user needs. The prototype was crucial for validating our approach, enabling us to make informed decisions and build a robust, user-centric system.

Usability Testing

Putting It to the Test: User Feedback Shapes the Final Design

To ensure the campaign monitoring system was user-friendly and effective, I developed two design versions and conducted extensive usability testing.

Few reasons highlighted by users were

Before

Download Report

There was no option to schedule report and some users needed to download reports on monthly/weekly basis and share it internally or external with clients.

After

Download and Report Scheduling

We took this feedback and added an option to schedule report and share reports via email.

Before

After

Download Report

There was no option to schedule report and some users needed to download reports on monthly/weekly basis and share it internally or external with clients.

Download and Report Scheduling

We took this feedback and added an option to schedule report and share reports via email.

Before

Bid Drop Analyzer

Just by looking at Bid Analyzer graph there was no information when the user has updated the campaign targeting/configuration.

After

Bid Drop Analyzer with Configuration Changes

Added timeline with a marker to shown at what time campaign targeting or configuration was updated for optimization

Before

After

Bid Drop Analyzer

Just by looking at Bid Analyzer graph there was no information when the user has updated the campaign targeting/configuration.

Bid Drop Analyzer with Configuration Changes

Added timeline with a marker to shown at what time campaign targeting or configuration was updated for optimization

Final Deliverable: Application Walkthrough

Thank You!

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Campaign Monitoring & Optimization System

Building a Campaign Monitoring System at LG Ads

Unveiling issues hindering efficiency and Performance