Make ad buying easily available for everyone
The changing landscape of the media industry and the evolving needs of advertisers have unveiled huge opportunities and advantages to transition traditional media buying to a self-serve platform.
I was part of an ambitious project to redesign the media buying experience for one of the top leading media companies in Singapore.
CLIENT & BRIEF
BACKGROUND INFO
SPH Media Limited
SPH is Singapore’s largest omnichannel media network, providing news and lifestyle content across print, digital, radio and outdoor media. We
Role
UX Designer
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User Flows
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Information Architecture
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Wireframes
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Design Documentation
Brief
We’re tasked to focus on the UXUI development of the new self-serve advertising portal following an initial discovery phase conducted by another vendor which provided defined objective, user peronas and mapping of initial user journeys. Targeting SPH Direct Sellers, Ad Agencies, and SME Direct Ad Buyers, the portal aims to enhance customer experience, automate workflows for operational efficiency, and drive revenue growth.
Team
2 UX Designers
1 UI Designers
1 Product Lead
1 Design Lead
2 Project Managers
Timeline
10 months (May 2023 - Feb 2024)
Estimated to be launched end of 2024
DIVE INTO THE PROBLEM SPACE
Immersion & key takeaways based on our initial research
First, we started by diving into the complex world of media buying through understanding the industry, human behaviours, pain points and perceptions.
Shifted focus on transparency & integration
Needs for enhanced tools & robust platform
Complex process with plenty limitations
Ad fraud is taking precedence in recent years and siloed media buying practices have been costing companies big sum
With increased competition and rise in demand-side platforms (DSP), advertisers now place higher emphasis on creative execution to reap better results
Media buying process is complex and ad buyers usually have limited access to data insights, transparency and targeting capabilities
Gap in multi-channels buying process
Needs for control, speed & flexibility
Advertisers face difficulties maximising yield across all media channels and there’s need for multi-channel strategies
Advertisers want efficiency and flexibility in planning and executing ads at a good price
KEY TAKEAWAYS
The media buying landscape is complex and constantly evolving. Users yearn for smarter, easier and more automated processes to facilitate their workflows and yearn to have help readily available and accessible to coordinate and strategise their omnichannel media planning and buying with ease.
REFRAMING THE OPPORTUNITY
Delve into complex systems & current processes
Before we could dream up the perfect user experience, we needed to get down to the nitty-gritty of how things were currently working. So, we dove deep into the research materials the client provided, and then we rolled up our sleeves for four playback sessions. These sessions weren't just about ticking off boxes; they were a journey, helping us not only understand but really feel the ins and outs of current practices and processes. It's like we put on the users' shoes for a bit, walking the path they take.
4 x 4h playback sessions
Forming accurate & deep understanding of 3 key stakeholders
With the client's personas as our guide, our playback sessions shared great insights into the platform's intended primary users. We went deep, figuring out how they're identified, how they engage with SPH, and what makes each user tick. It was more than just finding pain points; it was spotting golden opportunities.
Direct Sellers
Who are they?
SPH Ad Sales Teams
What do they need?
Primarily focused on facilitating direct sales, this persona aims to streamline the process of selling advertising space through the platform. The platform should empower them with tools for efficient ad sales and client management.
Ad Buyers
Who are they?
A diverse range of entities, including SMEs, non-accredited agencies, large enterprises, or individual buyers.
What do they need?
Aiming to easily plan, buy, and manage campaigns in a fast and reliable manner through the Smart Media Portal. The platform should cater to various buyer types while ensuring a user-friendly experience for planning and managing both B2C and B2B campaigns.
Ad Agency
Who are they?
Accredited agencies with a master contract with SPH, capable of independent campaign planning and management
What do they need?
Seeking a self-service platform for quick and effective planning, execution, and management of media campaigns on SPH Media. Requires multiple user and account access, with the option of dedicated support from a SPH Account manager.
Combining the insights on current processes and personas, we mapped the detailed user journeys
After a deep dive into investigation, fine-tuning, and aligning with various stakeholders, we meticulously mapped out the user journeys on the new platform. We left no stone unturned, spotlighting every possible nuance and action at each junction.
*Little did we know, we were about to discover that we might have been a tad "naive" in our initial assumptions. 🫠
Complete user flow of SMP
OPPORTUNITY
How might we help media buyers navigate complex media buying process in the most efficient way?
REDEFINING THE EXPERIENCE
Redefining the experience and optimise the workflows
Wireframing is where we put our heart and soul into the project. We dive deep into redesigning the whole experience based on how everyone currently works and figuring out how to make it the best for our users. Every sprint, we go through three rounds of reviews with the stakeholders to make sure we're all on the same page about the experience we want to create. We spend a good chunk of time really digging into how each department does things, aiming to craft an experience that's not only super easy to use but also brings a bit of joy. Our goal is to find that sweet spot between making things more efficient and not messing too much with what's already working.
5 SPRINTS
>100 SCREENS
2 x USER TESTING
#1
Diverge users into respective flows based on the media buying intention
Choose the type of ad to create, which will properly funnel users to different flows
Provide customised campaign parameters to help optimise & track performance
Campaign set up & ready to kickstart!
#2
Streamlined creation flows and cater to different ad type
Breakdown long & complex creation process into sections, allowing users to fill in details progressively without being overwhelmed
#3
Optimise & simplify internal processes for Direct Sellers (internal user)
One-stop media plan creation & proposal generation without switching platforms
![[DS] Proposal Generation (Filled + Green Credit Status).png](https://static.wixstatic.com/media/fee9c8_4afd213917364819b6085ea99df30149~mv2.png/v1/fill/w_482,h_720,al_c,lg_1,q_85,enc_avif,quality_auto/fee9c8_4afd213917364819b6085ea99df30149~mv2.png)
Streamline sending of proposal, receiving feedback and update and resending proposal process
View consolidated feedback and facilitate proposal refinement
![[DS] Receive Feedback.png](https://static.wixstatic.com/media/fee9c8_fa8132029d8247ea949823080b91cf9e~mv2.png/v1/fill/w_446,h_317,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/fee9c8_fa8132029d8247ea949823080b91cf9e~mv2.png)
![[DS] Read Feedback (All Feedback).png](https://static.wixstatic.com/media/fee9c8_b11f6f4139554a1a96bd37135b9d58ce~mv2.png/v1/fill/w_414,h_443,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/fee9c8_b11f6f4139554a1a96bd37135b9d58ce~mv2.png)
#4
Surface bundle deals for greater savings & make creative services more accessible
Overview of all the ad items added to order & gain great savings by forming a package or take up a deal
Upselling based on the items user has in their cart
Clear overview of all the items within a package
Challenges & Breakthrough
This project kicked off on a rocky note. From the get-go, we were faced with the following challenges with minimal support from the client's PM team.
This posed significant challenges throughout the project, prompting us to continuously tweak and adapt our approach to manage both the design process and the stakeholders effectively.
01
Persistent Shifts in Product Requirements and Stakeholder Focus
The product requirements underwent frequent changes, deviating significantly from the original brief in various sprints. This led to revisiting and updating past designs regularly. It's crucial to refocus on the end-users, steering stakeholders back toward their intended goals and clarifying the platform's primary audience (not just the SPH ops team or finance team).
02
Stakeholder Misalignment and Lack of Product Owner
Without a dedicated product owner, we manage stakeholders from diverse departments, totaling around 20-30 individuals. Aligning everyone's visions for the product proved challenging, slowing our design process and affecting the project timeline. To address this, we now seek alignment directly in meetings, refraining from entertaining individual design requests misaligned with the collective vision. This adjustment efficiently propels the project forward.
03
Inadequate Discovery
Facing unanticipated complexities from overlooked workflows during discovery, we proactively conducted thorough requirement-gathering sessions before each sprint. Despite ongoing discoveries during design and post-handoff, we successfully captured and aligned with the majority of stakeholders, driving the project forward.
THE MEDIA BUYING REDESIGN
Introducing SPH Smart Media Portal
In the age where ad buying and placement require efficiency and precision, SPH SMP provides a seamless and efficient multi-media buying experience so you can reach your audiences faster and smarter.
Buy multi-channel advertisements easily
Consolidated and streamlined entire product listings and buying processes into one single platform, allowing user to plan and manage multi-channel media planning strategies easily
Overview and manage the ads created
Intuitive ad buying process with plenty of guidance and support
User can make payment for the ads and confirmed the order directly
Empower user with control & flexibility
Empower users to manage their ads and media plans efficiently with greater flexibility and control over their creative planning and execution.
![[AP] MAC - Asset Upload.png](https://static.wixstatic.com/media/fee9c8_4dbdf89f2f5c4bf9a68fe8d193f41042~mv2.png/v1/fill/w_498,h_372,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/fee9c8_4dbdf89f2f5c4bf9a68fe8d193f41042~mv2.png)
Clear overview of ad and the status, and allowing user to upload the creative directly on the platform
Clear overview of the campaign information and allowing ease of navigation into different orders and ads planned for each campaign
Simplified & streamlined internal processes
Provide a robust platform and optimised workflow to help Direct Sellers and Ad Agencies manage the day-to-day ad planning and buying process with greater ease.
Facilitate streamlined discount approval process for Direct Selelrs
![[DS] Discount Summary - Line Item (Submitted).png](https://static.wixstatic.com/media/fee9c8_c96e8282817848ccaa23738cf3bb2a9e~mv2.png/v1/fill/w_434,h_328,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/fee9c8_c96e8282817848ccaa23738cf3bb2a9e~mv2.png)
![[DS] IO Endorsement (generated & sent to client).png](https://static.wixstatic.com/media/fee9c8_47e6497477df4edb8547b8a736b7317a~mv2.png/v1/fill/w_434,h_326,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/fee9c8_47e6497477df4edb8547b8a736b7317a~mv2.png)
Facilitate Insertion Order endorsement seamlessly through SMP (without switching platforms)
![[Client] Client Receive Proposal (Feedback input).png](https://static.wixstatic.com/media/fee9c8_f094b905f7e144daaeab61ac147aab16~mv2.png/v1/fill/w_434,h_328,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/fee9c8_f094b905f7e144daaeab61ac147aab16~mv2.png)
Client can receive and view proposal direct on SMP
RETROSPECTIVE
Navigating complexity with precision
In embarking on this intricate project, I embraced the challenge of unraveling complex user flows and refining them into seamless, intuitive experiences. As the curtains draw on this project, it stands as a testament to my commitment to creating impactful, user-centered designs in the face of complexity. I look forward to applying these lessons in future projects, continuing to push boundaries and deliver exceptional user experiences.
01
Strategic alignment & effective communication
Aligning diverse stakeholder interests and intricacies, I navigated through the project with a strategic lens, ensuring every aspect of the platform spoke directly to the needs of each persona. Managing stakeholders from diverse backgrounds demanded clear and concise communication. This project has honed my ability to translate complex design decisions into language that resonates with both technical and non-technical stakeholders.
02
Never give up "challenging" the status quo
Despite facing internal hurdles during our mission to revamp complex processes for an improved user experience, we persevered. We continuously questioned, navigated internal challenges, and diplomatically engaged stakeholders, refusing to abandon our design vision. This tenacity didn't go unnoticed - in a surprising turn of events, our resilient spirit and collaborative approach resonated positively with the client, leading to an increased level of trust and appreciation throughout the project.