Unifying the Ad Buying Experience
Demand-Side Platform Redesign
Context
In this project, I led the redesign of Tremor Video’s demand-side platform (DSP), a key solution in the ad tech space that enables advertisers to effectively plan, buy, and optimize their video ad campaigns. The platform’s existing features were spread across multiple consoles, creating friction for both internal users and external advertisers in the ad-buying process.
The goal of this project was to consolidate these disparate tools into a unified experience, streamlining workflows for both managed and self-service options. By launching a single DSP that supports a full range of buying methods — from insertion orders (IO) to programmatic and private marketplace (PMP) deals — we improved usability, enhanced monetization opportunities, and simplified advertiser campaign management.
Key features included custom report generation, advanced targeting options, and creative placement workflows, all designed to enhance speed, usability, and clarity across the advertiser experience.
Project Goal
To unify fragmented tools into a cohesive platform that streamlines workflows and enhances efficiency for both managed and self-service ad buying?
My role
USER RESEARCH & INSIGHTS
Conducting user research is at the core of my process. I led contextual inquiries, user interviews, and usability testing to understand user pain points, uncover insights, and validate design decisions.
WIREFRAMES & VISUAL DESIGN
I create detailed wireframes, visual designs, and interaction models that bring concepts to life. I ensure designs are intuitive, scalable, and delightful to use, focusing on enhancing usability and driving product adoption.
PROTOTYPING & USER TESTING
I created interactive prototypes to simulate the final product, which were tested with real advertisers to gather actionable feedback. Through usability testing, I validated design decisions, iterated on key features based on user insights, and ensured the final solution met both user needs and business objectives.
My Approach
Research
Contextual Inquiries
To gain a deeper understanding of the Ad Ops team’s workflows, tools, challenges, and pain points, I chose contextual inquiries as the primary research method. This approach allowed me to observe users in their natural environment as they set up and monitored campaigns, providing valuable insights into the real-world conditions they face daily.
Contextual inquiries were essential because they captured authentic user behaviors and pain points that might not surface in standard interviews or surveys. By asking targeted questions like “What types of events kick off your workflow?” and “What tools do you switch between to complete tasks?” I was able to uncover critical information on how Ad Ops manage their campaigns and monitor key metrics. These observations and conversations helped me identify opportunities to streamline their workflows and improve overall efficiency.
Sample Questions
Synthesizing Insights: Affinity Diagramming
To analyze the findings from the contextual inquiries, I used an affinity diagram to organize and synthesize the data. After reviewing the interview notes, I broke down the pain points into individual sticky notes, which I then categorized into broader themes. This method allowed me to visually group related issues and identify key patterns across the workflow. The primary themes that emerged were Speed, Usability, Clarity and Awareness, Bugs, Visibility, and Findability. By organizing the insights in this way, I gained a clearer understanding of the most pressing user challenges, which guided the design solutions and improvements for Tremor Video’s platform.
Sitemap & Business Analysis
Iterative Design & Testing
Throughout the project, I engaged in a rigorous process of requirement gathering, wireframing, and user testing. While I don’t recall every specific detail due to the time that has passed, I clearly remember leading the design efforts from initial concepts to final execution. I worked closely with stakeholders to ensure the design met both business and user needs.
The iterative process involved creating wireframes, gathering feedback from advertisers through user testing, and refining the design to address usability issues. Each iteration brought us closer to a more streamlined and effective solution, which was ultimately validated by the users and presented to key stakeholders for approval. The final design was successfully implemented, improving the advertiser experience and overall platform usability.
