Crafting Ads Creative Studio from the Onset
Led the end-to-end design of Ads Creative Studio's ad creation tools. My work streamlined the user experience, leading to positive customer feedback and a 30% weekly revenue increase over 3 quarters.
Led the end-to-end design of Ads Creative Studio's ad creation tools. My work streamlined the user experience, leading to positive customer feedback and a 30% weekly revenue increase over 3 quarters.
Develop a consolidated platform for all Google’s ads creative tools and asset libraries, targeted and designed specifically for creative users to support their core workflows and facilitate collaboration between creative and media users. This is a cross-org effort between 3 teams: Youtube Ads, Google Ads, and Display Video 360.
There're 3 biggested user pain points:
Now, here come the design challenges:
I led design for a complex enterprise ecosystem, navigating conflicting stakeholder perspectives. A key example was aligning PMs' ambitious vision with engineers' feasibility concerns, resulting in a balanced MVP roadmap and successful development.
I discovered a key workflow difference between video and display ad users, posing a challenge for a unified design. My research-backed solution prioritized flexibility, leading to a new UX framework that successfully addressed this conflict.
Using a visual-first workflow, users can seamlessly construct and preview ad templates by incorporating various elements and fine-tuning styles. This process allows them to identify which elements can be swapped out. For instance, the base video can be swapped to generate different video variations tailored to specific audiences. The remaining three elements (logo, message, and voiceover) remain constant, ensuring consistency across ad variations. This approach enhances creative users' understanding of the dynamic strategy.
Users can effortlessly create ad variations on the Variants page. Swappable elements are conveniently displayed on the right panel, empowering brands and creative teams to craft and test unique display and video formats with ease.
The Rules tab serves as the central hub for advertisers to define their targeting criteria, encompassing factors such as audience type, geographic location, date and time parameters, and more. These targeting signals can then be seamlessly assigned to one or more ad variations
Finally, the Review tab provides a comprehensive platform for advertisers to meticulously examine ad variations generated based on diverse targeting rules. This centralized review process ensures that the right ad variations are precisely matched to their intended audience.
I crafted a cohesive user experience for both video ads and display ads, ensuring a unified brand identity while addressing specific use cases for each format.
After more than a year of hard work, we launched this new platform.
Revenue growth is 30% per week and we received positive customer feedback:
"Among the many benefits of Ads Creative Studio, production time saving and the large amount of videos produced are the ones that we found most impactful."
"Ads Creative Studio is the perfect solution for our challenge. It gives a risk-free environment to build creatives and allows for easy collaboration between multiple designers"