Aug 2016 - Dec 2017

Schibsted Global Advertising

Role: Head of UX (Global Advertising: 4x teams)
Company: Schibsted Product & Tech, working across all global marketplaces
Project timeline: Aug 2016 - Dec 2017
Team: 2x Researchers, 4x Product Designers

How we worked to solve business goals

• Responsible for day-to-day management of the UX team, mentoring, and hiring.
  Working across 4x global products for Schibsted's Advertising Platform.

• Each team was on a 2-week sprint.
  Working closely with Product , Tech and Data-insights teams (UX Triangle).
  Important to have all three stakeholders in product development discussions.

• Drive design innovation to improve product experience and adoption.
  Use if design sprints, show & tell and design critique sessions
  Using product lifecycle design-centred methodologies.
  Made use 2x researchers to help inform Product Strategy (supported by UX Strategy).

• Working closely with Product Leads to create strategic vision, set annual and quarterly OKRs

Working phases

• Research:
  discovery, customer survey, benchmarking, customer feedback and user journey updates.

• Design phase 1:
  wireframe concepts with feedback loops and qualitative user testing in local markets.
  sometimes use external localised research companies to conduct the testing in the local language.

• Design phase 2:
  high fidelity design mock-ups with stakeholders review and feedback loop to iterations, build prototypes, user testing, and iterate

• Build, QA, test:
  hand off high spec designs to front-end (sketch-zeplin), build and review QA, launch in stages 5%,10%, 20% …. 100%

• Quantitative research:
  continuously monitor the performance, and experiment with small enhancements with A/B testing
  a design/product is NEVER finished - you are always iterating!

Ads: Self Serve Advertising

What is the project about

SSA is a global product enables small to medium businesses, SMBs, to take full advantage of the potential that comes with digital advertising. Working in close cooperation with Leboncoin, we launched Self-Serve Advertising – the first advertising product that allows our companies’ clients to create their own ads. SSA is a simple, yet powerful product for these advertisers to create text and display ads in order to target users based on location and interests.
Launch of Beta version, Schibsted news article here.

What problem we trying to solve

The product aims to make it easy for SMBs to advertise online and enable sellers to create effective (measurable) and highly targeted advertising campaigns while allowing them to have control over costs of the ad campaign. Overcoming overly complex solutions that provide unclear results and ambiguous ROI, the product is a simple to use, customer-centric tool to aid novice advertisers.

How

• 2-week sprint, with product and feature grooming 2-4 weeks in advance

• Weekly qualitative user testing in house on small feature improvements

• 1x a month onsite in France and Norway

• Ads product was rebranded with the “Advertising Brand identity”

• Created a ‘user panel’ (people can sign up to be a part of a a panel to give regular product experience feedback)

• The customer success manager produced weekly reports on usability and customer pain points which informed through the ‘Intercom Chat’
  (1x question for every 33 visits)

• Creating clear user stories and customer journey maps (updated regularly)

Ads: Vantage Reporting

What is the project about

Vantage is a tool for reporting and monitoring of Ad campaigns by Sales Team (direct campaign, programmatic, and segment reports). They use Vantage on a weekly basis to monitor and track campaigns for their preferred Advertisers, Brands or Buyers, giving them a detailed overview of campaigns, revenue, impressions and other key metrics. Vantage provides easy-to-use-reports that can be presented to customers and are always used in sales and pre-sales meetings. The fact that Vantage users can present a solid report to their customers gives the sales reps a distinct advantage in their market. The reports are simple and easy to read while targeting KPIs that are of interest to both sales reps and customers.

What problem we trying to solve

The sales reps were located across different Schibsted markets in Europe, and used Vantage on a weekly basis to monitor and track campaigns for their preferred Advertisers, Brands or Buyers. There previous experience using other reporting tools had many issues, often using manual forms to coordinate with traffic teams to identify audience segments. The Vantage solution would aim to addressed these issues (user quotes):

• “I can’t customise the system to suit mine and my clients needs”

• “I’m not able to download, edit and share information with clients as easily as I would like to”

• “I cant get instant access to the status of my live campaigns which delays my response time in case of a crisis”
  

How we did it

UX team researchers conducted interviews (Sales, AdOps, Managers) in Norway, Sweden and France to gather insights into how they produce reports. We were able to extract goals, working processes and pain points to build a 1st MVP using the standard Product Design Methodologies (discover, design, test iterate, launch, test). Over time we introduced additional features giving the users even more data to make informed decisions. Success of the tool can be seen from some users during useability testing:

• “Behaviour data! Demographic data! This is fabulous stuff! I can’t wait to take this back to my client!!!!” - Sales manager

• “Vantage has evolved SO much, I can’t think of meeting my client without it now” - Sales Manager

• “Before we (AdOps) have to make a booking on Rose for a particular campaign, we login to Vantage and check all the previous campaign reports, segments and get informed what is best for booking” - AdOps team

• “I am on Vantage religiously every single Monday at least once to check my campaigns” - Sales manager, Norway

• “Vantage is much faster than any other tools” - Sales Team, Norway

• “Oh my God!!!!! we finally have it, programmatic campaign reports! - Senior Sales manager, Norway

  
  

Below are some screens from the Tool that show you what you are able to do for Direct Campaign reports: 

• Search for Advertiser
• View list of campaigns for selected advertiser
• View start and end date of campaigns
• View campaign delivery rate
• Impressions / clicks / CTR
• Impression breakdown across different publishers
• Unique users
• Viewability rate of campaigns
• Demographic reach (Powered by 3rd party, currently available only for Norway)
• Download report in PowerPoint format.

Ads: Rose Booking API

What is the project about

1. Create product (placement) and enable applicable targeting options(Geo, Age, Gender etc)

2. Add price for the product per delivery type (GTD CPM, GTD vCPM etc)

What problem we trying to solve

• Give users the option to book a campaign targeting ‘Share of Voice’ (SoV)

• Build better trust with users through improved communication

• Improve user interaction experience through an improved Admin area

• Better experience for AdOps (traffic), and improve overview for users to keep track of their activity.

• Launched in: Italy, Spain, Mexico, France and other EU countries.