December 10, 2023
"Performance in your pocket" - Supporting detailed performance analysis in Perpetua's mobile experience
My Role
Lead designer, but worked closely with Jake Asiddao to gather feedback and brainstorm initial direction.
Duration
~ 1 Month
Team Members
Navneet Singh (Senior Software Engineer), Andrei Markov (Software Engineer), Salman Sharif (Intermediate Engineer), Sukrit Gulati (Engineering Manager), Jake Asiddao (Product Designer),
About Perpetua
Perpetua is a self-serve, B2B software built to optimize advertising performance for online marketplaces like Amazon. Using Perpetua's "goal" approach to advertising, customers can launch and manage ads with ease allowing them to focus more on strategy and less on manual tactics.
Meet James
James owns a small business selling sugar-free protein bars. James has been steadily growing his customer base on Amazon and his DTC site over the past 2 years, partnering with Perpetua to help expedite his growth.
James has a lot on his plate from managing inventory, maintaining his DTC site, and taking care of his 2 kids and dog. This means he is often on the go and doesn't always have access to his computer to check on ad performance. How can we help James access and manage ads while he is on the go?
How might we allow Perpetua users to access detailed ad performance from anywhere?
The previous mobile experience lacked comprehensive reporting views, hindering users' ability to gauge performance accurately and make informed decisions. From a business perspective, this was inhibiting app usage and downloads.
The team identified two areas for improvement: introducing variant-level product performance and enhancing the goal deep-dive experience and data.
Variant-level product data is crucial for understanding ad performance
Amazon products with multiple variations ("variants") often require distinct targeting strategies to achieve success due to unique product features such as colour, size, material, and more. Users frequently split up variants under the same "parent" into different campaigns, however our previous mobile experience only offered parent-level data. To make the mobile experience viable, we needed to add a breakdown by variant.
Existing goal deepdive reporting lacked key performance views and was difficult to navigate
Advertising performance on Perpetua is organized into "goals" which can include one or more optimized ad campaigns. The previous experience supported some granular performance views including target-level data but lacked many core views available on desktop such as campaign performance, segments, variant product performance, and search term performance.
Adapting deepdive UX given mobile constraints
To kickoff this project, I conducted a whiteboarding exercise with my colleague, Jake Asiddao. During this session, we outlined important considerations and ideas for how these experiences might be introduced to mobile.
It was clear that for both products and goals, we needed to support multiple "deepdive" views for performance. There were two UX problems to consider when exploring solutions for this:
Navigation & visibility of current location: We wanted to ensure users wouldn't get lost when navigating through multiple layers of performance.
Discoverability: Users need to know which deepdive reporting views are available and how to access them. This was a problem with our previous goal experience on mobile. While we supported some granular performance data (target-level data), most users didn't know this was available.
In the desktop application, we use breadcrumbing and tabs to support all deepdive experiences, however given the number of layers and tabs available, we needed to think thoughtfully about how this experience could be achieved given limited width on mobile.
Balancing simplicity and understandability
I explored various iterations for tabs on mobile including a simplified version with icons rather than text. However, through internal testing I found that writing out tab names helped to eliminate ambiguity and cognitive strain to identify what users were looking at.
For the breadcrumbs, I explored a condensed version by only exposing the previous step, however found that users preferred more steps to be shown even if the copy was condensed. There are many similar lists and this helps to understand where data is originating from.
Perpetua users can now access detailed performance from anywhere
With Perpetua's improved reporting for goals, business owners like James can check in on performance no matter where they are, allowing them to focus on what's most important in their business and personal life.
Next steps
This project has been picked up by development on and off since May of last year (2023), starting with products reporting and more recently goal deepdive improvements. Since these changes have been implemented we have seen a subtle but steady increase in app usage and downloads but expect to see a bigger lift when features become actively promoted by our marketing team this year.
———
*Note: I later adapted designs for Android however this has not yet shipped due to limited mobile engineering resources and a smaller user base on Android vs. IOS.
December 10, 2023
"Performance in your pocket" - Supporting detailed performance analysis in Perpetua's mobile experience
My Role
Lead designer, but worked closely with Jake Asiddao to gather feedback and brainstorm initial direction.
Duration
~ 1 Month
Team Members
Navneet Singh (Senior Software Engineer), Andrei Markov (Software Engineer), Salman Sharif (Intermediate Engineer), Sukrit Gulati (Engineering Manager), Jake Asiddao (Product Designer),
About Perpetua
Perpetua is a self-serve, B2B software built to optimize advertising performance for online marketplaces like Amazon. Using Perpetua's "goal" approach to advertising, customers can launch and manage ads with ease allowing them to focus more on strategy and less on manual tactics.
Meet James
James owns a small business selling sugar-free protein bars. James has been steadily growing his customer base on Amazon and his DTC site over the past 2 years, partnering with Perpetua to help expedite his growth.
James has a lot on his plate from managing inventory, maintaining his DTC site, and taking care of his 2 kids and dog. This means he is often on the go and doesn't always have access to his computer to check on ad performance. How can we help James access and manage ads while he is on the go?
How might we allow Perpetua users to access detailed ad performance from anywhere?
The previous mobile experience lacked comprehensive reporting views, hindering users' ability to gauge performance accurately and make informed decisions. From a business perspective, this was inhibiting app usage and downloads.
The team identified two areas for improvement: introducing variant-level product performance and enhancing the goal deep-dive experience and data.
Variant-level product data is crucial for understanding ad performance
Amazon products with multiple variations ("variants") often require distinct targeting strategies to achieve success due to unique product features such as colour, size, material, and more. Users frequently split up variants under the same "parent" into different campaigns, however our previous mobile experience only offered parent-level data. To make the mobile experience viable, we needed to add a breakdown by variant.
Existing goal deepdive reporting lacked key performance views and was difficult to navigate
Advertising performance on Perpetua is organized into "goals" which can include one or more optimized ad campaigns. The previous experience supported some granular performance views including target-level data but lacked many core views available on desktop such as campaign performance, segments, variant product performance, and search term performance.
Adapting deepdive UX given mobile constraints
To kickoff this project, I conducted a whiteboarding exercise with my colleague, Jake Asiddao. During this session, we outlined important considerations and ideas for how these experiences might be introduced to mobile.
It was clear that for both products and goals, we needed to support multiple "deepdive" views for performance. There were two UX problems to consider when exploring solutions for this:
Navigation & visibility of current location: We wanted to ensure users wouldn't get lost when navigating through multiple layers of performance.
Discoverability: Users need to know which deepdive reporting views are available and how to access them. This was a problem with our previous goal experience on mobile. While we supported some granular performance data (target-level data), most users didn't know this was available.
In the desktop application, we use breadcrumbing and tabs to support all deepdive experiences, however given the number of layers and tabs available, we needed to think thoughtfully about how this experience could be achieved given limited width on mobile.
Balancing simplicity and understandability
I explored various iterations for tabs on mobile including a simplified version with icons rather than text. However, through internal testing I found that writing out tab names helped to eliminate ambiguity and cognitive strain to identify what users were looking at.
For the breadcrumbs, I explored a condensed version by only exposing the previous step, however found that users preferred more steps to be shown even if the copy was condensed. There are many similar lists and this helps to understand where data is originating from.
Perpetua users can now access detailed performance from anywhere
With Perpetua's improved reporting for goals, business owners like James can check in on performance no matter where they are, allowing them to focus on what's most important in their business and personal life.
Next steps
This project has been picked up by development on and off since May of last year (2023), starting with products reporting and more recently goal deepdive improvements. Since these changes have been implemented we have seen a subtle but steady increase in app usage and downloads but expect to see a bigger lift when features become actively promoted by our marketing team this year.
———
*Note: I later adapted designs for Android however this has not yet shipped due to limited mobile engineering resources and a smaller user base on Android vs. IOS.
December 10, 2023
"Performance in your pocket" - Supporting detailed performance analysis in Perpetua's mobile experience
My Role
Lead designer, but worked closely with Jake Asiddao to gather feedback and brainstorm initial direction.
Duration
~ 1 Month
Team Members
Navneet Singh (Senior Software Engineer), Andrei Markov (Software Engineer), Salman Sharif (Intermediate Engineer), Sukrit Gulati (Engineering Manager), Jake Asiddao (Product Designer),
About Perpetua
Perpetua is a self-serve, B2B software built to optimize advertising performance for online marketplaces like Amazon. Using Perpetua's "goal" approach to advertising, customers can launch and manage ads with ease allowing them to focus more on strategy and less on manual tactics.
Meet James
James owns a small business selling sugar-free protein bars. James has been steadily growing his customer base on Amazon and his DTC site over the past 2 years, partnering with Perpetua to help expedite his growth.
James has a lot on his plate from managing inventory, maintaining his DTC site, and taking care of his 2 kids and dog. This means he is often on the go and doesn't always have access to his computer to check on ad performance. How can we help James access and manage ads while he is on the go?
How might we allow Perpetua users to access detailed ad performance from anywhere?
The previous mobile experience lacked comprehensive reporting views, hindering users' ability to gauge performance accurately and make informed decisions. From a business perspective, this was inhibiting app usage and downloads.
The team identified two areas for improvement: introducing variant-level product performance and enhancing the goal deep-dive experience and data.
Variant-level product data is crucial for understanding ad performance
Amazon products with multiple variations ("variants") often require distinct targeting strategies to achieve success due to unique product features such as colour, size, material, and more. Users frequently split up variants under the same "parent" into different campaigns, however our previous mobile experience only offered parent-level data. To make the mobile experience viable, we needed to add a breakdown by variant.
Existing goal deepdive reporting lacked key performance views and was difficult to navigate
Advertising performance on Perpetua is organized into "goals" which can include one or more optimized ad campaigns. The previous experience supported some granular performance views including target-level data but lacked many core views available on desktop such as campaign performance, segments, variant product performance, and search term performance.
Adapting deepdive UX given mobile constraints
To kickoff this project, I conducted a whiteboarding exercise with my colleague, Jake Asiddao. During this session, we outlined important considerations and ideas for how these experiences might be introduced to mobile.
It was clear that for both products and goals, we needed to support multiple "deepdive" views for performance. There were two UX problems to consider when exploring solutions for this:
Navigation & visibility of current location: We wanted to ensure users wouldn't get lost when navigating through multiple layers of performance.
Discoverability: Users need to know which deepdive reporting views are available and how to access them. This was a problem with our previous goal experience on mobile. While we supported some granular performance data (target-level data), most users didn't know this was available.
In the desktop application, we use breadcrumbing and tabs to support all deepdive experiences, however given the number of layers and tabs available, we needed to think thoughtfully about how this experience could be achieved given limited width on mobile.
Balancing simplicity and understandability
I explored various iterations for tabs on mobile including a simplified version with icons rather than text. However, through internal testing I found that writing out tab names helped to eliminate ambiguity and cognitive strain to identify what users were looking at.
For the breadcrumbs, I explored a condensed version by only exposing the previous step, however found that users preferred more steps to be shown even if the copy was condensed. There are many similar lists and this helps to understand where data is originating from.
Perpetua users can now access detailed performance from anywhere
With Perpetua's improved reporting for goals, business owners like James can check in on performance no matter where they are, allowing them to focus on what's most important in their business and personal life.
Next steps
This project has been picked up by development on and off since May of last year (2023), starting with products reporting and more recently goal deepdive improvements. Since these changes have been implemented we have seen a subtle but steady increase in app usage and downloads but expect to see a bigger lift when features become actively promoted by our marketing team this year.
———
*Note: I later adapted designs for Android however this has not yet shipped due to limited mobile engineering resources and a smaller user base on Android vs. IOS.