AdClarity allows users to track their competitors' advertising activities and get insights about what each competitor advertise, where they publish, the budget for each campaign, and more.
As a UX designer, my task was to revamp the user experience of the dashboard that will assist users as a tool for making budget-related decisions
Can be an employee of an enterprise or work in advertising or media agency
Enterprise employee will have deep knowledge of their industry
Agency employee manage several customers from various domains
Begins with a high-level view and drill-down to find benchmarks as well as anomalies
Each employee has a steady set of accounts he works on
Each role has different reports to analyze
Managers focus mainly on the bottom line
Executives want to see the "big picture"
Executives are seeking for data-nuggets they can present in meetings
Each role focus on a different level of hierarchy in the campaign and a different point of interest regarding the entities of a campaign.
When working on the dashboard, users want to learn what their competitors are doing in order to make data-based decisions
Who are my competitors?
Where do they publish?
How they invest/ spend their budget?
Which messages they user in their campaigns?
After analysis, and considerting knowladge about customers I came up with 2 concepts
Executive Summary at a glance
Easy drilling-down from High-level to raw data
Provides Top, new & biggest changes for each entity
Suggests insights the user wasn’t aware of
Innovative and revamped look& feel
Emphasis the story of the marketing strategy
As a user, my main motivation to use AdClarity is to find opportunities. For that reason, the final concept was a hybrid one - combining the idea of PUSH data and of PULL data.
There are many paths to PULL data. As a user, I can browse, search or use preset reports I saved for frequent use.
The main dashboard offers exploration at the industry level. As a user, I can see the highlights in the summary. Then, I can scroll and see detailed information for further exploration
Next to it, I see a feed with insights - interesting patterns that as a user I was not even aware that I should look for. This can surface useful opportunities.
The insights are stories that can belong to a different entity: Advertiser, brand, Publisher, mediator, campaign, ad, or banner
On mouseover, I can see more detailed information
From the industry report, I can scroll down to focus on a single advertiser, brand or campaign and pull the data I need.
The overview of the competitor consists of many widgets regarding different aspects of the competitor's advertising.
As a user, I can export the raw data so I can synthesis and analyze it.