TheGoogle AdWords tool brings most of the revenue from advertising, which is worth billions of dollars. Working on AdWords, I paid special attention to UX for advertisers. My goal was to help them better understand data and make better decisions for business. Cant share all of their experience, but will present some projects in which I worked as lead designer.
To understand how an advertising campaign managers advertising banner network must be able to decipher the enormous amount of tabular data on seven tabs to understand how their advertising campaign. To extract the desired information from the whole data volume, they have become experts in sorting, filtering, and distributing information. It looks like this.
This approach demanded too much from advertisers, and many of them were struggling with the advertising-banner network. Display the project summary was to solve this problem is to create a summary page with a visual display of key data. I was assigned to develop the UX for it. I decided to use a summary page based on the cards.
Spoke with a few advertisers got the information about the workflow and created on its basis a set of cards. These early studies helped set the tone for the entire project. Preparatory studies for displaying a composite screen.
We used this concept to collect user feedback. Since the UI based on cards, AdWords was offered for the first time, I had to create a framework for AdWords so that certain elements have laid the groundwork for its implementation. Card in the tab after some changes. For this project it took a lot of rounds of user tests and edits.
During this time I worked on data visualization with a team of engineers. I explained to them what tools you need to implement — for example, the ability to display pie chart. The result is a simple, clear and visually understandable summary page that showed the most important aspects and were provided the opportunity to dig deeper. This decision is further inspired the AdWords transition to Material design.
The launch of the consolidated window, rest for the eyes after the previous tabular interface. Early to create an advertising campaign with all the data, required to fill out long complex form, full of technical terms. Advertisers need to translate your business goals into our terms and functions.
This caused difficulty at all. For example, the form length only for the first step of campaign creation. One of my biggest projects in AdWords was a new UX framework for the creation of targeted campaigns.
The idea was to learn from the advertisers their goal and continue to display only those functions that relate to it. We had two main objectives. Has done a great job that attracted many people interested in the product.
They were required to come to a common opinion about the system and use it for their needs. While my product Manager was involved in the first task, I researched the interfaces which provide for selection purposes. Here are some of them.
From the user tests we found that advertisers prefer to see a broad goal at a time. To create an interface with all the tools and not to overwhelm it visually was not easy. I used the colors, images and the most exquisite typography options to make it easier to read.
Also we were dogged by technical difficulties. Advertisers were four categories of objectives, but the choice was only one. Moreover, within the categories were mutually exclusive choices. To solve the first problem, I made the transitions and animated elements to be able to reset the selection if the user tries to select multiple values.
In the second case I used the median and the words “or” to show that these parameters can be selected. The use of radio buttons would complicate the perception. Both of these approach users appreciated. And now our users are instead giant shape saw it.
We asked them about the purpose of their language, and not on our own, and set up the whole process only based on the selected options. Creating campaigns is a gradual process. When we created the new design of this process, I have identified a small group of designers and developers of the prototypes that created the specification for the stepper component later incorporated into the librarys material design. Features Stepper, a part of the library material design.
I hate ugly banners. One of my professional goals was to reduce the number of horrible banners on the Internet. Ive never been asked to deal with the formats of banners or templates, but thanks to his passion I did a lot of work on this issue. To begin, I realized that some of the templates banner AdWords outdated and ugly.
They used smaller advertisers who were not able to hire good designers. I decided to remove 12 obsolete concepts and created 4 brand new. I went to Shanghai to developers this functionality a week and have perfected its implementation. I helped them to put in order all movements and animation elements. I also told them about the basics of good design.
I have created these four new templates for AdWords. In addition to these concepts, the team working on advertising formats continued to work on automated conversion of text ads to full banner. For this it was necessary to take the logo of the advertiser to select the appropriate images from other ads and combine with message of text ads.
Convert text to banner. The collection of these logos and images belongs to the art development, but to automatically connect them in a beautiful picture was challenging. I offered my help. Details painted first job of the framework to select the desired colors from the logo below they blend with the advertised brand.
Then created a large working area on the basis of the received image and the aspect ratio. This detailed description of the type of workspace and color selection was made for the first time. This helped developers to understand how to position the picture in all possible situations and for all major sizes of banners.
You can read about it in the AdSense blog. I cant divulge figures, but this project proved that successful operation of banner advertising depends on the design. Another my project — AdWords Audience Insight. To run a successful campaign, the advertiser should not just know who its target audience, but also to understand who is going to take an advertising message.
AdWords, Audience Insight will answer these questions. As for my other projects, I worked closely with the product Manager to have a clear understanding, what should be the product. Then studied user research and received feedback from advertisers about the use of. I have created working HTML prototypes to show developers all animated elements.
This also helped them to implement CSS in the product code. Create the main source of income for Google requires a disciplined, thorough and dedicated work on the project. Every detail of the design, each proposal was subjected to careful discussion and study. It is important to have a deep knowledge of the product, which is the work, and use feedback and research to improve the design.