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‍Shraddha Patel
Create live segments and target the right people for messages based on their behaviors.
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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.

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

Digging Deep to Understand Campaign Managers Struggles

To establish a baseline understanding of the problem, I conducted over 15 semi-structured user interviews with the Campaign Managers, Account Managers, and Product Managers.

Insights from User Research

- Inefficient Monitoring: Campaigns were monitored using a spreadsheet. This setup lacked customization, forcing users to sift through extensive campaign list, leading to user’s 30% time spent in monitoring the campaigns.
- Manual Reporting:  Account managers manually pulled campaign delivery reports from DSP, customized them for each client, and sent them manually, resulting in increased workload and delayed client reporting.
- Optimization Challenges: Campaign managers relied on guesswork to identify reasons for under-delivery, with a success rate of only 33%, leading to ineffective optimizations and reduced campaign performance.
- Increased Service Requests: The guesswork in campaign optimization generated a 30% of total service requests for the engineering team, as users were unsure if there was a system issue or optimizations did not work.
- Revenue Impact: Sales teams faced client dissatisfaction due to under-delivery, resulting in a potential revenue loss of up to $3M and the need to offer make-goods to clients up to 1% of revenue across all campaigns, impacting overall profitability.
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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