Plista's Digital Campaign Booking Platform,
Redesign Overview
Product introduction
plista self-service tool grants advertisers direct control over their native advertising endeavors, allowing them to plan, create, and initiate their digital campaigns autonomously. Designed with user-friendliness, this tool offers a streamlined interface where advertisers can define target audiences, allocate budgets, opt for specific ad placements, and set campaign durations. Integrated analytics and real-time feedback mechanisms ensure not only a simplified campaign creation process but also deliver immediate insights into how campaigns are performing. With plista’s self-service platform, businesses of all sizes can efficiently manage their digital advertising, harnessing the power and precision that the platform offers without intermediary intervention.
The product is currently undergoing a redesign process.
Our team: Aviad Cohen UX UI designer, Tirtza Shatz UX UI designer
Problem Statement
Balancing user needs with business objectives
It was essential to align redesign features with emerging user requirements while also meeting our business goals.
Managing Existing User Base
It was essential to align redesign features with emerging user requirements while also meeting our business goals.
Easing User Resistance with Gradual Introductions.
Gradual introductions ease resistance, fostering smoother transitions, especially when incorporating unfamiliar habits or testing new features.
Business Goals
- An intuitive system for independent campaign management.
- Maximum campaign visibility with optimal outcomes.
From a business perspective, it’s imperative to develop a contemporary product that remains competitive in technological capabilities, targeting features, information clarity, transparency, and advertiser optimization. The company aims to deliver a product with an outstanding user experience to attract more advertisers to the platform.
User research
During the user research phase for the Plista marketing platform’s redesign, we focused on two primary personas. The first embodies the seasoned professional, well-versed in marketing, strategy, and data analytics. In contrast, the second captures the essence of business owners hailing from diverse sectors, and lacking formal marketing knowledge.
Persona A
<span data-metadata="" style="caret-color: rgb(0, 0, 0); color: rgb(0, 0, 0); white-space: normal;"><span data-buffer="" style="caret-color: rgb(0, 0, 0); color: rgb(0, 0, 0); white-space: normal;">Monica Washington
Age: 42
Education: Bachelor’s in Business Administration with a focus on Marketing.
Occupation: Monica runs a boutique digital marketing consultancy. With over 15 years in the industry, she specializes in services like SEO, and content strategy, Monica offers a personalized approach, often working one-on-one with clients to ensure their digital presence shines.
Tech Proficiency: Monica is highly proficient with digital tools and platforms.
Personalized Recommendations
Based on her clients’ profiles and past campaigns, Monica would appreciate a platform that suggests potential campaign strategies or platforms to explore.
Diverse Campaign Options
Given her diverse clientele, Monica needs a variety of digital campaign options that cater to different audiences and platforms.
Effectiveness
Monica wants to ensure her campaigns are effective. She seeks a platform that provides comprehensive analytics, so she can track performance and make data-driven decisions.
Streamlined Booking
Monica seeks a platform that simplifies the process of booking digital campaigns, allowing her to set up multiple campaigns quickly and efficiently.
Main Pain Point
Lack of transparency
for example, the budget left in the ended campaign.
Self-service
no support needed – for example, inactivated and activated the campaign independently.
Optimisation
for example: approval of a new ad takes too long (every ad change requires approval).
“In today’s fast-paced digital world, time is of the essence. I’ve often found that the campaign booking process on several platforms is just too drawn-out. It hinders my workflow and prevents me from focusing on delivering results for my clients. We need a more streamlined approach.”
Motivation
Monica seeks a platform that simplifies the campaign booking process, allowing her to focus more on strategic planning and client relations. She’s motivated by efficiency and the potential to elevate her firm’s success through a streamlined tool.
Persona B
Eric Turner
Age: 42
Education: Bachelor’s in Business Administration with a focus on Marketing.
Occupation: Owner of a small local business (e.g., a boutique specialty store).
Tech Proficiency: low
Driving Business Growth
Increase leads and traffic to his business.
Boosting Brand Presence
Enhance the visibility and branding of his store.
Navigating the Marketing Maze
Learn more about effective marketing strategies suited for small businesses.
Main Pain Point
Time-consuming tasks
Trying to book marketing campaigns becomes yet another time-consuming task on his overflowing to-do list.
Lack of flexibility
No option to shift the budget from one campaign to another.
Optimization
For example, approval of a new ad takes too long (every ad change requires approval).
“I’ve tried to book campaigns, but the process feels like a maze to me. It’s overly complicated and just eats up so much of my time. I need something more straightforward for my business.”
Motivation
Eric is driven by the desire to see his small business thrive. Witnessing the transformative power of effective marketing on similar ventures, he’s eager to tap into that potential for his own store. He envisions increased foot traffic, greater brand recognition, and a bustling business scene. Motivated by stories of other local businesses achieving success through digital marketing, he yearns to harness these tools to elevate his own brand and expand his customer base, ensuring the longevity and success of his entrepreneurial dream.
Research summary
Pain points
- Delays in campaign approval.
- Lengthy campaign booking process.
- Insufficient transparency regarding allocation and budget balances.
- Users need help and guidance in creating ads.
- lack of optimization tools and unclarity about the campaign performance
How might we (HMW)?
How might we simplify and streamline the campaign booking process?
How might we shorten the user journey?
How might we assist non-professional clients in achieving standout campaign performance with tailored guidance and recommendations?
How might we generate trust and transparency regarding the management of the account balance?
Technical constraints
A significant challenge we faced was the extended duration required to approve new customers, from initiating the business credit check to greenlighting the ads and campaign.
User Flow (Happy path)
Wireframes
During the redesign, we addressed key user pain points with the following solutions:
We introduced a “Creative Studio” – a dedicated space for ad creation. This allows users to craft an ad independent of the campaign booking process, enabling pre-approval and subsequently streamlining the overall process.
- We employed thoughtful design principles to create a user-centric dashboard equipped with real-time performance metrics. This design not only emphasizes transparency for users but also incorporates actionable recommendations for optimization. As a result, advertisers are empowered to make informed decisions and refine their campaigns for optimal outcomes.
Hi -Fi
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