Data.ai (formerly App Annie) is the trusted source for mobile market trends cited by industry leaders worldwide, and the 1st Unified Data Company to combine consumer and market data with the power of artificial intelligence to fuel insights.
Leverage Data Science to find ways to target users without relying on IDFA.
2022
My role on this project:
UX/UI Design and Frontend React Dev
1
User problem: With the adoption of tighter privacy controls, App Developers were searching for solutions to track users with the same degree of success that they had found using cookies.
2
User problem: Users were finding it hard to orient themselves to a multi-step process without the steps being clearly communicated.
Data.ai (formerly App Annie) is the trusted source for mobile market trends cited by industry leaders worldwide, and the 1st Unified Data Company to combine consumer and market data with the power of artificial intelligence to fuel insights.
Leverage Data Science to find ways to target users without relying on IDFA.
UX & Interface Design for a Unified Data & Analytics Platform
Data.ai (formerly App Annie) is the trusted source for mobile market trends cited by industry leaders worldwide, and the 1st Unified Data Company to combine consumer and market data with the power of artificial intelligence to fuel insights.
Early Exploration
As part of the Labs product innovation team, we conducted initial design workshops and sprints to validate new product ideas, then quickly began prototyping as part of core research & development. We then released both an alpha and beta version based on internal reviews and direct feedback from a small list of key customers.
Since this was such an early stage conceptual product, the functional requirements were constantly changing. It was initially determined to be a standalone offering and I was asked to consider a dark interface, so I entertained that for a while.
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How Might We's
Early research using HMW's helped us determine which product we wanted to build.
Key Sprint Questions
More research as outlined in the Google Ventures Sprint handbook.
User Testing
More research.
Our Findings
Narrowed down to a product that was inclusive of the criteria for a specific marketing audience search/segmentation.
The Earliest Iterations
Beginning to filter the audience by Apps and Publishers.
All filters collapsed.
Filter component expanded.
Moved the results to a panel and expanded the filter area.
Drilling down into the apps themselves.
Moving the filters to the panel as well, allowing the results to occupy the page real estate.
Hovering over the info button.
Step One
Moving into the dev environment, we began leverage the existing design system, which brought back the white screen as a baseline.
Step Two
New filter components being adjusted and prepared for inclusion into the design system.
Step Three
Early export options
Save for Later
The ability to save your list of filters added.
Adjusting Page Structure
The current design system limited blocks of content using rounded containers.
Adding Focus States to Page Structure
Revamping the page structure and removing sections from containers.
Overlaying Focus States
Demonstrating how a hierarchy overlay effect would help the page structure indicate to the user where they are in the process.
Contextual Audiences
Contextual Audiences was the first product we shipped out of Labs. The emphasis on the different steps was discovered after our initial sprint. It solved a particular pain point of the user being overwhelmed with options without page hierarchy or obvious guides to nudge them along. The 3-step process provided comfort to the first-time user while also being something that did a good job of getting out of the way for power users.
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Default Filters Applied
Processing a Third Filter
Third Filter Applied
Once an additional filter is applied, the second step is initialized and the user is able to select apps to target. A thread connects step 1 to step 2 to reinforce the process.
Selecting an App
Once an app is selected, the third step is initialized and the user is able to take action on that list of apps. As long as the third step is not expanded, it doesn't overlay the tabular data.
Expanding Step 3
When the modal for the third step is expanded, the user is able to manage their settings.
Selecting DSPs
Exporting to Demand-side Platform Lists
When one or more DSPs has been selected, the user is able to select previously made lists, or create their own, then transfer.
Third Step Options
Some of the Filters, Expanded
These new components were integrated into the existing design system.
After our successful excellence check, we went on to interview PMs and conduct broader user testing which gave us insight into roadmap prioritization for improvements going forward. The core team was responsible for scaling the product at that point.
