Campaign Checklist
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Project
Campaign Checklist
Role
Product Designer
Contributors
Design Manager, Product manager, UX Researcher, Developer
Responsibilities
Authorize and design a user-defined checklist that allows users to validate important fields for all campaigns reinforcing brand goverance
Problem
Brands encounter challenges related to unchecked campaigns, resulting in off-brand advertising. Despite providing detailed guidelines for campaign creation, there is a lack of real-time verification until the campaign goes live. This poses the risk of potential monetary losses and accountability issues for brands.
Various issues contribute to this problem, including incorrect targeting, reaching the wrong audience, and allocating budget to the wrong objective or optimization goals. To mitigate these issues, there is a pressing need for a unified platform that streamlines the entire advertising process, which can be done by the campaign checklist.
Answer
This user-defined checklist serves as a additional layer of verification of important fields like Objective, Budget, Optimization Goals, Timelines, and Ad Types for all campaigns reinforcing brand governance. Brands have the ability to tailor the checklist to specific requirements and seamlessly apply it at the account or group level to validate all campaign properties published from their account.
With this automated, user-friendly checklist it replaces offline methods such as Excel or Google Sheets, offering a seamless and efficient way to maintain brand compliance across all advertising efforts.
Use Cases + Personas
Use Case
Media Managers can define their own checklist of parameters they want to use for approvals. Users can define the list of checks commonly followed and save them as a template. Checks can be edited on the flow for any specific campaign
Competitive analysis
Collaborated with internal stakeholders to dive deep into a competitive analysis that focuses on what works well, and where opportunities arise from our competitors. Companies such as Skai and Adfidence provided many insightful features that helped us leverage our designs to answer the problems our users are facing in the platform.
Journey map
This helped me understand the users workflow and the steps they will take from creating a campaign to validating fields. Was also helpful to align all internal stakeholders on the understanding of how users will interact with the product feature.
Design explorations
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Checklist final designs
Challenges
Stakeholder alignment
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One area of the platform that we needed to include the checklist feature was within the Ads Manager third pane. Within Ads Manager, there is lots of information already present so I had to find a solution to showcase this checklist that would be visible and easy to check fields. I had to make sure each internal stakeholder was aligned on the approach we took, and how this positioning was the best outcome in creating a simple, intuitive experience.
Timelines
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This was another challenge I faced while creating this new feature, as I had to work efficiently and make sure I am meeting design due dates while juggling other tasks within the Advertising module. A key value in this challenge was making sure communication was on par, and giving designs updates each day to keep all stakeholder aligned on where we are at in the process.
What did I learn?
This project helped me learn the importance of designing guardrails within complex workflows rather than leaving it up to the user to find the errors within a campaign. With this integration of validation directly into the campaign setup process, I learned integrating thoughtful designs backed my research can help teams and users maintain brand governance without leading to negative outcomes and execution.
Metrics + Next steps
With the feature now implemented and generally available for all users, we have seen a 15% increase in usability after initial release, showcasing an impact in reducing error prevention and answering the problem of monetary losses and brand accountability issues.
We will continue to monitor and digest the metrics as a team and make any improvements necessary for our users to be satisfied with the product.