Our launched version allowed advertisers to see our recommended updates and shared expected temporary performance fluctuations to their campaigns.
Overview Provided in-product content to help advertisers update their conversion goals – ensuring Ads continues to optimize and report on campaign performance.
TD;LR Before Star Analytics 4 would replace Solar Analytics, we knew advertisers faced the challenge of updating their conversion goals in Star Ads. These issues would cause reporting inaccuracies and hinder campaign optimization.
As the content designer, I crafted in-product guidance to simplify conversion goal updates, enabling marketers to optimize campaigns and ensure accurate reporting with minimal friction.
Role Senior Content Designer
Team UX Designers, Product Managers, Software Engineers, and Program Managers
Company Advertising company
Timeline April 2023 – June 2023
What were our goals?
Provide informed recommendations
Be transparent about potential changes, both positive and negative, to foster trust and encourage informed action.
Reduce friction by doing the work for users
Simplify tasks by breaking them into manageable steps and automating where possible.
Motivate action with balanced messaging
Highlight the benefits of taking action while being clear about the risks of inaction.
Enhancing usability through refined content hierarchy
Streamlined headlines, shifted to action-oriented language, and used progressive disclosure to make complex information easier to digest.
Reframed the main headline as a “switch” to new analytics to align with user mental models (based on research) to reduce hesitation and promote action.
Removed redundant messaging and summarized key points to improve clarity and help advertisers focus on critical tasks.
Consolidated help resources and incorporated tooltips for just-in-time guidance, balancing detail with simplicity.
Turning a guide into an actionable recommendation
Aimed to give the advertiser all the action items, but this approach made the designs overwhelming.
Proposed two columns to share the old and updated setting to show users to see what’s being updated.
Introduced upfront performance fluctuation details on the main screen to empower advertisers with the context needed to make informed decisions.
Distinguishing conversions from conversion value
Implemented automatic recommendation settings to enable advertisers to confirm updates quickly while reducing cognitive load.
Challenging language precedent
Reframed warnings into positive, actionable messages to ensure users felt confident and motivated to act.
Clarifying “1 to 2 conversion cycles”
Replaced vague terminology, “1 to 2 conversion cycles” with precise timeframes to improve clarity and reduce potential confusion.
Simplifying messaging for different user groups
Tailored messaging to separate free and paid users needs to reduce confusion and ensure clarity for both groups.
Distinguishing conversions from conversion value
Added tooltips to clarify the difference between conversion counts and values to enhance user understanding without adding more visual weight.
Learnings
While specific user metrics were unavailable to share, the project received positive feedback from stakeholders for its clarity and usability improvements.
This project solidified my role as a trusted content design partner, demonstrated my ability to influence design and product decisions, and laid the foundation for future impactful contributions within the team
Kyle Stewart
Made with ❤️ in my San Francisco living room with support from excellent friends.
