Neuroscience and AI-powered AD testing and optimization Platform
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:
