The ad performance dashboard offered data about how a client’s ad was performing based on industry benchmarks, however was difficult to read, understand, and didn’t offer clear insights or next steps. It put most of the onus on the users, both new and experiences data readers, to interpret the information, as opposed to offering a catered user experience.

Understanding the customers

Clients wanted quick insights and next steps

• Advertisers didn’t want to spend a lot of time sifting through data and information when trying to understand their ad performance, even if there was a lot of data available.
• Advertisers wanted clear insights and what to do with the insights, they weren’t necessarily data experts and analysts themselves.

The impact

Framing with content design

Content design played a big part with the dashboard restructure, as we framed the included data visualizations to include the actual questions clients had as the titles of the frames, helping guide users to look at the visuals through that specific lens. Titles and labels became the connective layer between data and a takeaway, and we included key, high level insights and actionable guidance to meet our users’ needs.

The results

Clients got to their next steps faster

New and experienced clients could open the dashboard and immediately understand how their ad was performing without needing to interpret the data themselves first. During stress-testing with our customer success team, we received feedback that this redesigned dashboard was meeting our clients’ needs and already creating positive results within the first few usability reviews.