Case Study

Proprietary

Google Ads

Empowering Advertisers Through Enhanced Lead Generation

Info

Role: Solo UI/UX Designer

Timeframe: 3 Months

Tools: Figma

Platform: Web app

Challenge

Balancing Feature Integration and Component Usage: A key challenge was integrating the new feature seamlessly without forcing users to create new accounts. While prioritizing the use of existing components, we encountered instances where established usage patterns had to be adjusted to accommodate the new feature's requirements.

Component Library Deficiencies: Existing lead capture functionality, hampered by an underdeveloped component library, lacked the flexibility advertisers needed to effectively qualify leads, hindering their ability to target the right audience and impacting campaign performance. This also posed challenges for integration and scaling the lead capture feature across different ad products.

Documentation Gaps: The overall experience for advertisers using the platform was cumbersome and time-consuming, creating friction and reducing satisfaction. A recent audit revealed gaps in the documentation, contributing to confusion and inefficiencies in the user workflow.

Design Process

Collaborative Design Process: Emphasized close collaboration with the design team through regular check-ins to leverage existing components and prevent redundant element creation.

Component Selection and Standards Alignment: Worked directly with the team to select the right component for each use case, ensuring the design aligned with established standards.

Issue Tracking and Design System Evolution: Meticulously documented issues arising during the process to inform future iterations and contribute to the evolution of an evangelized, consistent, and efficient UI.

Solution

Modifying : I designed some new stuff for the lead capture tool so advertisers could customize their forms more easily. Basically, making it simpler for them to ask the questions they needed.

Advertiser Journey Audit: I did a deep dive into how advertisers use the platform, looking at existing research and finding the pain points. I mapped out the whole process and figured out where things got tricky.

Thinking About Advertisers: I really focused on understanding what different advertisers need, especially the smaller businesses who are often short on time and resources. I created some user profiles to help with this.

Results

This project resulted in significant improvements to the advertiser experience. The enhanced lead capture interface empowered advertisers to capture more qualified leads. The advertiser journey audit identified key areas for optimization, resulting in a more streamlined and efficient workflow. The expanded customer connection functionality provided businesses with new avenues for customer engagement. This project underscored the importance of user-centered design and advocating for diverse user groups. By focusing on advertiser needs, impactful solutions were created that improved both their experience on the platform and their ability to connect with potential customers.