NeuroAI & ADTech App

Saba Seyedi

UX Designer

Product Designer

UI Designer

Start Analysis

Summary:

I was scouted by the cofounder on linkedin and Hired as the first and only Product designer for the startup.

Scope:

Montreal Startup funded by 3 legacy investors

2 Founders, 1 AI Engineer, 2 Backend developers, 1 Front end developer, 1 Marketer, 1 Product Designer

Duration:

AUG 2022 - SEP 2023

Project Scale:

I designed two separate products

1) Ad Creatives: Explore every facet of images, detecting and analyzing elements to craft an optimal campaign creative 2) Media Settings: Predict the best creatives for specific audience segments, objectives, demographics, and placements.

Role:

Provided strategic vision, product roadmaps, facilitated sprints, created developer tickets, conducted workshops and implemented agile methodologies.

Utilized A/B testing, user feedback, and analytics to continuously improve the product UI Design and prototyped two separate products

Launched Beta releases and conducted user interviews by remote usability testing, qualitative attitudinal testing and quantitative behavioural testing.

Presented UX research findings to AI Engineers, Executive team and Board members.

Documented BA requirements for founders, developers and guides for clients.

Demoed the product features and onboard new clients at Collision Tech Conference, secured 12 large scale company leads.

Releases:

MVP

V.1 & V.2 of Ad booster

V.1 & V.2 of Media Partner

Tools:

Github

Jira

Confluence

Adobe XD

Figma

Miro

UserTesting.com

Problem Space:

“ Half the money we spend on advertising is wasted; the trouble is we don' t know which half.”- John Wanamaker, early 20th century

Facebook profits off marketers running bad ads and provides them with minimal information on how to improve their creatives. and marketers were suffering the Rising Ad Costs with Increased competition and limited ad inventory have driven up ad costs, making it harder to achieve a strong return on ad spend (ROAS).

Performance Measurement and ROI Tracking: Accurately measuring ad performance, attributing conversions across multiple channels, and ensuring efficient budget allocation remain complex tasks.

Audience Targeting and Engagement: Reaching the right audience, combating ad fatigue, and standing out in a competitive market require precise targeting, fresh creatives, and strategic messaging.

Adapting to Change: Constant updates to platform algorithms, privacy regulations, and compliance standards create ongoing challenges for maintaining effective and scalable ad campaigns.

Key Insights:

High cost of ad testing: 80% of your ad revenue is generated by 20% of your ad spend

Ad networks profit over the volume of ads, not your ROI

End of third-party cookies

How Might We: Provide a predictive AI platform experience with detailed insights that help make informed decisions, reducing the need for costly and time-consuming experiments.

User Research:

I conducted a heuristic usability test and conducted user interviewed on the developer made MVP

From there I used my skills and knowledge to design the first prototype iteration of the product

That iteration was extensively tested.

1:1 Interviews conducted with Marketers & Designers

A/B Testing conducted on prototypes using usertesting.com

User Interviews

Interview Questions

User pain Points

User Personas:

Interviews were conducted with marketers and designers from all segments listed.

Integrated Marketing Agency

Specialist Marketing Agency

In-house Agency

Consultancy

Boutique Consultancy and Individual Marketing Consultants

Key Findings:

Despite our initial hypothesis every marketer has a different perspective on the importance of audience granularity in media settings. Many were more fixated on the elements on their creatives that were hindering ROI.

Product Roadmapping:

Provided strategic vision, product roadmaps, facilitated sprints, created developer tickets, conducted workshops and implemented agile methodologies.

User Journey Mapping:

User Journey Map

User Stories:

Ability to Connect Company, network, and account

Ability to up to 2000s Images

Ability to Name Analysis Folder

Ability to Name Campaign Folder

Ability to Select from Existing Campaign Settings

Ability to select from New Campaign Settings

Ability to Set Budget Per Creative

Ability to set Budget Per Campaign

Ability to set Optimization Goal, Country, Region, Age, Gender, Publisher, Devices

Ability for Results Filtering by format and metric

Ability to select images and see individual metrics for that creative

Ability to turn heat map on and off on results and drill down

Ability to share results links

List of features coming up in the near future

Ability to change Account selected while in media settings

Chrome Extension

Collaboration Mode

Accessibility:

Accessibility and Flexibility were high priorities for the screens ensuring all employees could easily navigate clients at any point in their journey by designing 400% Zoom Accessibility.

Rapid Prototyping:

User Interface:

By working closely between developers & founders I was able to synthesize AI/ML Data to user friendly interfaces and iterating through user testing (details on this role are outlined on my resume).

Additional Feature Explorations:

Wealth Discovery, API Integrations, Salesforce Integrations, Quick Tools

Analysis

Features:

Authentication: Chip & Pin with teller and platform

Account Details: Account Linking, Editing, Drill downs

Search & View:Across personal and Business accounts

API Integration: Macro Apps

Direct Deposit: Self Service, Debit card issuance, Assisted

Payment Maintenance: Add & Delete

Product Selector: Add & Delete

Business Prospect Creator: Add & Delete

Fraud Alerts: Messaging & Support

Refund: Personal & Business

Check Orders: Personal & Business

Credit Cards: Onboarding

Transaction History: Online Profile Management

Quick Tools: Online Profile Management

Prototype Validation:

1) User Testing: User testing was a crucial step in the design process to gather feedback and validate the prototype's usability and effectiveness.

2) Feedback Collection: Collected feedback from users through surveys, interviews, and observation during user testing sessions.

3) Iterative Design: Used the feedback collected to make iterative improvements to the prototype, addressing any usability issues or user pain points.

A/B Testing Insights

I designed a sub product which allowed for users to access campaigns in other networks stored and analyze previous creatives and parameters to new ones. Below are the findings from the Beta test User Testing.com

Brand Identity

Helped shape the brand identity. For release one the goal was to create familiarity with daily products marketers use such as Canva.

Releases:

Successfully delivered Release 2-4

Feedback:

Colleagues have quickly adopted the new behaviours and unanimously expressed a preference for the new model.

Accomplishments:

Conversion exceeded the 80 % goal to 89.79%, indicating customers are adopting positively to new interaction model.

Takeaways:

Detailed understanding of Banking user journey for new and existing clients and various product lines

Enhanced skills in migrating and maintaining Adobe XD designs to Figma.

Grateful to have had Incredible exposure to how cross functional teams communicate and complete tasks across two nations wide.

Additional external walkthrough:

Active Public Site:

VIEW CASE STUDY LINK BELOW:

https://tome.app/saba-dbf/hippoc-ai-clw5lrot500y0o5658s3xr7qq

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Posted May 6, 2024

Predict the performance of your ad creatives alongside all media settings like budget, placement, and audience demographics, and cross-digital ad network.

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