Marketing Digital Advertising Campaigns for several events and brands for billboard. The goal was to promote brands, products, and services online through the creation of banners, mobile and parallax ads, and native advertising to persuade audience engagement. I created dynamic ads that generated a higher response and drove website traffic.
BILLBOARD ADS
The Advertising Department at Billboard was getting complaints from clients who claimed that their Ad Product Gallery was difficult to navigate. The user experience was not intuitive and as a consequence, billboard was losing ad sales. I created an intuitive navigation and interface that was clear and concise and sales went up significantly.
PROJECT OVERVIEW
THE PRODUCT
A responsive website to help advertisers find the products needed to better serve their needs.
THE PROBLEM
Advertisers had a hard time understanding what products were offered by the Valencia Brands. (Billboard, The Hollywood Reporter, Spin, Vibe and Stereo). Often they needed to talk to a salesperson to understand their options.
THE GOAL
The goal was to create a responsive website that would allow users to find the ad spaces and offerings that met their needs in an easy, efficient way.
DATE
Summer 2019
ROLE
Lead UX/ UI Visual designer
RESPONSIBILITIES
Wireframing, user flow design, designing, and prototyping responsive website
RESEARCH METHODOLOGIES
USER RESEARCH
We needed to find out if the primary user experience locating and finding information on the different Digital Ad options that Valencia was offering for their different brands and platforms was intuitive and easy to understand. The company got feedback from the advertisers that reflected usability problems and pain points. We took that feedback and ideated different solutions to the challenges that the advertisers were facing. I created empathy maps to address all the feedback provided in order to find efficient and intuitive solutions.
USER RESEARCH | PAIN POINTS
USER JOURNEY MAP
I focused on three main pain points in order to find solutions for the advertisers
1) Locating relevant information in an intuitive way
2) Finding a clear path to finding the right ad space for the brand of choice
3) Understanding offers and options when selecting ad spaces
TAKEAWAYS
IMPACT
The Billboard ad Offering Website was designed to inform advertisers on the different ad options for all brands of the company. Advertisers were often confused by the options and were having a hard time visualizing the different sizes of ads. We created a clear and simple website for the users to identify the ads that they wanted to purchase.
WHAT I LEARNED
Throughout the project, I learned that graphics and clear visuals are at the center of an easy and effective user experience. Acknowledging user pain points and understanding difficulties empathetically results in a successful experience and consequently, higher sales, in this case, of ads.