My Audiences

Enabling User Targeting for Brand Campaigns

Overview

The audiences tool is Button’s flagship product. It allows brands the ability to can create and manage user groups based on behavior, buying patterns, and other ways to target for various ad campaigns. This allows them a layer of control to their marketing strategy and to more efficiently control spending and offerings on top of their affiliate partnerships. I was brought in after the test pilot release.

Team: 7 (DES/PM/TL/ENG) Role: Design Lead Timeframe: 3 months

Goal 

Create a more intuitive UI for brand campaign managers to create and manage their ad campaign user targeting strategy.

  • Understand and simplify key workflows.

  • Provide more guidance and context.

  • Improve findability at the point of need.

Problem

The pilot release was having low adoption - we found more than half the brands were having difficulty using audiences and stopped using the tool within 1-2 weeks.

User Testing

My Responsibilities

Research and discovery plan

  • Interviews and design studio with Partner Support

  • Competitive analysis of audience tools

  • User stories and workflows

  • Initial ideation (sketches) and feedback

  • High fidelity prototyping

  • User testing and surveys through validately

  • A/B testing audiences in campaign interactions

  • Finalize screen annotations and specs for hand off

Final Screens

Creating a Custom Audience

Adding a List of Existing Customers

Outcomes and Key Learnings

Successful layout and usability

  • Testers described the experience as comfortable and were able to complete interactions easily or with minimal effort.

Multiple ways to inform the user

  • We have provided several of ways to access help information in audiences. Users were able to easily locate information and read descriptions to aid in completing workflows (tooltips, uploader pages, learn more, and tour)

Value in onboarding and guided tour

  • Many have expressed a video or walk through tour would be helpful.

Communicating our complexity

  • We dont have standard approach to audiences as Facebook or Google - people struggle with the mental model/terms we use (i.e. Explaining new user targeting and how it relates to your existing customer base)

Lengthy descriptions/verbose

  • Descriptions are a bit lengthy and verbose, some said confusing. Despite this, all were able to describe where the data came from, how it worked and the difference between them.

(Full case study available upon request)

What marketing space do they work in?

  • 63% - Social and engagement marketing

  • 37% - From affiliate marketing

Familiarity with audience targeting (1-100%)

  • 72.7% - Avg. rating

Most important type of audience to target

  • 100% - New user targeting

  • 88% - Targeting all existing users