LinkedIn Ad Platform

From strategy to execution

PROJECT DETAILS

Integration of two ads products into a single, platform, and a staged design roadmap for delivery.

DESIGN PROCESS

I led a design sprint, with two other Senior Designers to create and validate the future of the ads platform.

In collaboration and partnership with Product Marketing, Product Management, Customer Support, and Business Operations.

RESULTS

34% decrease in call center volume

Long term solution shipped October 2019.

The design strategy and roadmap, led to a reallocation of resources and an updated product strategy 

METHODS & DELIVERABLES

Design Sprint, Rapid Prototyping, User Interviews, Product Definition, Affinity Mapping, Process Mapping, Storytelling, Design Vision, Roadmapping, Design Collaboration, Prototyping (Invision)

Customer driven requirements

Two similar, overlapping products on two different sites

LinkedIn had two products, Lead Accelerator (formerly Bizo), and Campaign Manager, both products targeted different types of marketers, but research revealed that most B2B marketers use both products.

User needs

Marketers needed a single LinkedIn ads platform

After some initial user research, the users articulated that the current Marketing products weren’t meeting their needs.

Research findings

• Marketers are busy and use a variety of tools for their job

• Marketers rely on metrics to demonstrate value to sales teams

• Marketers wanted both products merged into a single, robust platform

• Both ads products were difficult to use, and had mixed NPS scores 

“When I get to a page like this, I’m like really? I don’t have time for this.”

Design Sprint

3 designers, 5 days, 1 room, 381 sticky notes

Day 1: Initial sketches of different product areas and needs.

Day 4: I led affinity diagramming the insights, and opportunities from the research

Day 1: Design discussion around the ideas (my arm shown)

Day 5: Refining ideas and designs

Results

The design sprint was successful in influencing the business direction, and led to shutting down Lead Accelerator.

Resources were realigned, and roadmaps were created around the new platform.

Defining a clear(er) direction

Fleshing out the details

Making the platform helpful, friendly, and timely

Feedback from the design sprint was that customers wanted the platform to be more helpful, friendly, and timely. I developed this framework for help and onboarding mapped to product features.

 

 

Redefining the layout

The existing version of campaign manager was a wizard flow that broke up relevant blocks of information into separate pages. The new platform needed relevant information to be displayed on the same page. I updated the layout, and defined the content blocks for each ad type.

 

 

Focusing on customer goals, not ad formats

The existing product focused on ad formats, which didn’t align to the mental models of marketers. Marketers think about their campaigns by objectives or goals. This exploration was defining the right goals and objectives for the new platform.

Short term solutions

Impactful design

The design vision was set and details worked out, but the engineers wanted to develop the architecture for the new platform in parallel to making short term impacts.

 

I evaluated the existing experience and made a series of impactful updates including:

• Copy refresh
• Typography and icon updates
• Updated layout
• Updated progress meter
• Visual design alignment

I delivered updated screens for development.

The updates focused on simplifying the layout and having clearer copy to drive understanding of the process.

Short term results

The updates made a significant impact in lowering customer calls. The total amount was 34% decrease in call center volume, 21% of that amount was reduction in billing calls.

Long term vision

Defining the long term approach

Setting the strategy 

Final screens and a roadmap was created for the longer term vision of a single, robust platform. These are the updated screens from one of the key flows.