Research & Explorations

User Research & Insights

To initiate the redesign process, I collaborated with the PM team to conduct a usability study through Userlytics, engaging five end-users to observe how they navigated the campaign creation and editing workflow. Our goal was to surface friction points, inefficiencies, and areas for improvement in the platform’s UX.

Research Objectives

• Map the full end-to-end editing experience to uncover usability gaps and bottlenecks

• Identify redundant or low-value features that added cognitive or operational load

• Uncover opportunities to streamline navigation and reduce user frustration

Key Findings & Opportunities

• Entry Point Friction: Users needed a faster, more intuitive pathway from the dashboard to the campaign editor.

• UX Inconsistency: Significant differences between Amobee’s two core products caused confusion, signaling the need for a more unified and cohesive user experience.

• Lack of System Feedback: Users were unsure if their edits were saved due to lag and missing confirmation cues—prompting a need for clearer feedback states and improved system responsiveness.

These insights laid the foundation for prioritizing enhancements that would simplify workflows, align interaction patterns across products, and build trust through responsive system design.

Design Process

Interviews

Stakeholders
To complement user research, I conducted interviews with members of the Amobee PM and engineering teams. My goal was to identify priority features from a business perspective and uncover any technical constraints that could impact the user experience.

Key insights gathered included:

• A clearer understanding of the product roadmap and upcoming feature dependencies.

• Identification of technical limitations that could affect design decisions.

• Alignment on which user pain points to address in the next iteration.

Business goals

• User growth opportunities

• Maximize user engagement and improve efficiency for users

• Provide better service (feature)

User flows

I created two user flows based on what the end-user/fan would do on the platform:

Flow 1 - Edit one campaign

Flow 2 - Edit multiple campaigns

Flow 2 - Sort Dashboard

Design Iterations & Challenges

With the core user flows defined, I began exploring design directions focused on improving workflow efficiency. A key challenge was ensuring my proposed solutions aligned with the larger unification initiative led by the UX team—aimed at creating consistency across Amobee’s product suite.

This required a thoughtful balance: preserving familiar structures within the existing platform while introducing enhancements that offered measurable value to users. I consistently referenced established design patterns from the DSP (Demand-Side Platform) product line to maintain visual and functional alignment, supporting a cohesive user experience across products.

These are some of the messy try outs that I did:

With all the try-outs, I picked a handful of mocks and validated my design with the end-users. Here are some insights/feedback I got through each user-testing sections.

Ideation #1

What I added:

• Search function

• Sorted all the relevant plan names together

• Added checkboxes (showing activated campaigns)

• Hierarchy table switch button

• Feedback: negative

Ideation #2

What I added:

• Search function

• Sorted all the relevant plan names together

• Added checkboxes (showing activated campaigns)

• Hierarchy table switch button

• With a notification to guide the user

• Feedback: negative

Ideation #3

What I added was:

• introduce the Hierarchy table

• Plans are now acting like folders

• Feedback: Very positive

With the positive direct feedback from 85% of the end-users, I created a user flow as below.

Usability Testing

Final Testing & Development Handoff
After completing the final round of user testing and refining the first set of mockups in Figma, I handed off the designs to the engineering team for development on the Beta site. Once the Beta was live, I conducted another round of testing with the same end-users, this time evaluating the Figma prototype.

Key Insights:

• Building a clean, well-organized prototype in Figma significantly streamlined the development process and minimized engineering time.

• Collaborating with the engineering team, we integrated usability testing on Userlytics, where users were tasked with:

  • Finding a campaign in a specific plan.

  • Activating the bulk edit form.

Testing Results & Insights

The testing results were overwhelmingly positive. 5 out of 5 users successfully completed Task 1, and 4 out of 5 were able to easily activate the bulk edit form. Reflecting on the original problem statement, the redesigned dashboard table significantly reduced the number of clicks required to complete key tasks, improving overall efficiency.

Improvements and aftermath

User Feedback & Iteration
While the usability test yielded positive results, some end users provided valuable feedback regarding the submission tracker and navigation within the bulk edit form. Two key areas for improvement were identified:

• Providing clearer guidance through the navigation system in the bulk edit form.

• Implementing a faster way to activate the submission tracker.

Based on this feedback, I iterated on the design and developed a full mockup, incorporating the following enhancements: