CREATIVE STRATEGY • DESIGN THINKING • PRODUCT DESIGN
Spotify: Ad Studio campaign table redesign
my role
senior product designer
SERVICES
PRODUCT STRATEGY • DESIGN THINKING • STAKEHOLDER ALIGNMENT • UXR • UX/UI DESIGN • PROTOTYPING • WIREFRAMING
stakeholders
content design
product manager
engineering
User research
data science
ad sales
overview
Enhancing the functionality and user experience of Spotify’s self-serve Ad platform’s reporting and monitoring features.
A design-led initiative that informed the product roadmap and strategy.
Challenge
Campaign management is at the core of customer retention but the task completion rate within campaign monitoring was critically low, at 11%.*
* based on HEART metrics
USERS
We also needed to enable more sophisticated manage-mode tasks to meet the needs of our primary audience —
Process & discovery
To understand the landscape, we ran campaigns with 8 of our direct and indirect self-serve competitors:
This allowed us to examine how our competitors presented their user’s data compared to Ad Studio
We tracked our gaps based on user’s mental models, needs, and expectations.
We also identified the most critical jobs to be done in Ad Studio and ran comprehensive usability analyses based on our design heuristics
Exploring Solutions
Finally, our proposed designs enhanced the reporting experience, making it more user-friendly, data-driven, aligned with industry standards and users needs.
Updated product overview
These wireframes and initial ideas would inspire further exploration.
Sequencing and prioritization
Close collaboration with the product and engineering teams was crucial for sequencing the implementation of these solutions, with each step paving the way for the next.
Vision
In essence, our vision was to create an Ad Studio experience that would not only meet the current needs of our advertisers but also anticipate and adapt to their future desires and challenges, ensuring their continued investment and satisfaction with Spotify's advertising platform.
