AUDIENCE INSIGHTS
Brand
Samsung Ads
Role
Lead Designer
Platform
Samsung DSP
Domain
Data Management
BACKGROUND
Audience Insights is crucial for advertisers to reach the right audiences effectively and drive significant revenue.
It helps advertisers and sales planners understand target audiences based on past data and client information.
Upselling new inventory sources relied on manual processes, but there was a clear opportunity to automate it through the DSP. By integrating insights and planning tools, Samsung Ads aims to enable CSMs and sellers to identify new targeting opportunities and optimize ad budgets, ultimately increasing revenue.
THE CHALLENGE
The main goal is to create a self-serve tool that allows users to understand where their audiences engage most in Samsung ecosystem and allow them explore, report, activate audiences and build data driven media plans on the Samsung DSP.
MY INVOLVEMENT
Planning & Scope Definition
After reviewing all PRD and supporting documentation, I identified several unknowns and compiled a list for discussion with key stakeholders. I also led a discovery study on relevant issues to ensure we addressed user needs effectively.
Information Architecture
Given the project’s ambition to present a large volume of data, I reorganized it into clear categories and subcategories with the help of the PM, making data consumption more manageable.
Experience Strategy & Vision
A key challenge was delivering insights without overwhelming users. I developed a strategy to present data at the right pace, while transforming it into actionable audience segments. I also introduced filters and customization options, enabling users to tailor their reports for more relevant insights.
Ideation & Wireframing
I created initial wireframes to align the vision with stakeholders and collaborated with a product designer to develop mid-fidelity mocks.
Oversight & Coordination
I led the design efforts, working closely with the product designer assigned to this project and PMs during the first phase of the Audience Insights project.
SCOPE OF WORK
- Task flows
- Journey mapping
- Information Architecture
- Taxonomy definitions
- End-user interviews
- Stakeholders interviews
- Quantitative analysis (Fullstory)
- Data visualization research
- Heuristics evaluation
- Usability testing
- Wireframes
- Low/Mid/High fidelity Mocks
THE PROCESS
Identify Target Users and their needs
Define the key user groups the Audience Insights module. Understand what are the insights they need, as well as what specific metrics and segments.
Establish Workflow Integration
Evaluate how and where the Audience Insights module will be integrated within the DSP platform. Ensure seamless integration into the existing workflow by accounting for both pre-campaign and post-campaign phases. Clearly define the optimal entry points for users and the desired outputs from the Audience Insights module to maximize its effectiveness.
Structure Information Architecture
Organize and sequence datasets for clear presentation, ensuring users are not overwhelmed. Determine the most suitable formats for data consumption, such as graphs or tables, based on user preferences and usability testing.
Phase Feature Rollout
Develop a phased release plan for Audience Insights’ three core features: Profile, Report, and Activate. Prioritize key capabilities and datasets for early iterations to deliver value while maintaining scalability.
Initial Release & Enhancements
Launch the platform’s new Audience Insights section with core functionality, including customizable Profile Reports and a download option. Gather user feedback post-release to inform continuous iteration and future improvements.
Test & Iterate
Conduct ongoing user interviews and usability testing to refine the module. Enhance features and plan for future releases based on feedback and performance analytics.
WORKFLOWS
Audience Insights Flow
High-level Workflow
AUDIENCE INSIGHTS REPORTing
Audience Insights: Summary
Audience Insights: Insight Details (Unexposed)
THE RESULTS
Previously, the sales team relied on other teams to discover audiences and calculate reach. Audience Insights empowered them to independently handle these tasks, granting autonomy and significantly reducing time spent. This efficiency enabled the team to quickly provide pre-campaign audience suggestions to clients, facilitating upselling and reselling, and greatly boosting revenue.
These improvements ultimately reflected into a reduction of the turn around time of providing pre-campaign insights from 7 days to 3 hrs.
Over 1,000 reports have been generated within the first six months since the release of this feature across the US and EU.