Verizon Media
Offline Tracking:
TV Tune-In
Goals
Build a new offline tracking tool for one of DSP’s biggest clients to measure the impact of their digital campaigns in relation to the viewer’s TV show consumption.
Definitions of Success
Efficient and Effective
The design process of this new feature should be highly user-centric. The final design should help users succeed by providing an effective offline tracking tool that allows advertisers to create and manage tracking rules efficiently.
Complete Clarity
The final design should make it easy for advertisers to locate the new feature, navigate, and complete key tasks in the UI. Ideally, the design should provide enough guidance and clarity to minimize the advertiser’s dependency on the support team.
Requirement 1
Remove ambiguities
In order to make it easier for advertisers who are eligible for offline measurement to navigate to this new feature, I had to figure out the architecture of the product and identify the most appropriate starting point for offline tracking.
Locate the best entry point
After locating the best starting point, I had to identify the approach that will allow the highest discoverability when eligible users are navigating to the feature. To accomplish that, I evaluated different solutions base on their strength and shortcomings.
Optimize for discoverability
Audit different types of entry point
To increase awareness of the new feature, two onboarding interventions - a splash screen and a pre-populated empty screen - that are designed to educate advertisers on the benefits and core functionalities of the type of offline measurements that they’re eligible for.
Increase awareness
Empty state of the Offline Tracking page
The right rail on the rule’s page provides a summary of the rule settings and instructions for the next steps in a friendly language to give advertisers an overview and gain a better understanding of the rule configurations.
Guidance to prevent confusion
Rule summary in right rail
Requirement 2
Maximize effectiveness & efficiency
Since TV Tune-In is a highly specialized feature, it is important for the team to build tools that can effectively fulfill our client’s unique needs. After fully understanding the product requirements, I developed the following personas to help fellow colleagues to visualize the correlation between the features we’re building and advertisers’ success.
Tailor to advertiser’s unique needs
Personas to help the team visualize the product requirements
To understand how and where do advertisers complete their tasks in our system, I had to work with our team’s architect to understand how will the design integrate with the backend technologies.
Establish advertisers’ workflow
To fulfill our client’s requests, there are 4 types of tracking attributes that advertisers could use to measure TV audiences’ viewership data. They include Network Tune-In, TV Show, Tune-In Time, and Minimum View Time.
Task-oriented solutions
Advertisers can have many different tracking rules that are optimized for different types of campaign strategies. To help them manage their rules efficiently, they can use bulk actions to manage their offline rules.
Bulk action support to increase efficiency
Offline rules management page
Result
A High Quality Specialized Toolset
Through close collaboration with fellow team members, recurring user testing and an iterative design process, I was able to deliver a highly specialized solution that enables our client’s representatives to measure the impact of their digital campaigns through creating four types of offline tracking rules to measure users’ smart TV viewership data and manage a large number of rules efficiently through bulk action support.
100% Self Serve
With the implementation of the splash screen, pre-populated empty state, and the right rail, advertisers who are eligible for offline tracking are able to learn about, navigate around, and complete key tasks on their own without contacting our tech support team.
