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Marketing Tech / SaaS Application

Eyeview

We partnered with Eyeview’s VideoIQ team to design a tool to automate the audience creation workflow that we eventually called the Audience Management Tool or AMT.

Background

Eyeview (acquired by Aki Technologies in 2019) was a video marketing technology firm and industry leader in out-come based video advertising. They served personalized video ads based on the target audience and their affinity and demographic.

The teams at Eyeview setup campaigns on the company’s IP technology platform called VideoIQ. Creatives were uploaded to VideoIQ and matched with audiences from Data Management Platforms (DMPs) to deliver personalized ads to target audiences.
Our Journey Together (Process)

To setup every campaign, the operational team spent a lot of time manually searching, identifying, and building audience groups making setup process both operationally inefficient and the work experience tedious.

We partnered with Eyeview’s VideoIQ team to design a new feature on the platform that we called the Audience Management Tool or “AMT” for short. While there were many metrics measured for success, our primary goal was to make campaign management scalable, more efficient, and making the teams’ work on the platform more pleasant.

From the start, we knew this was a project that we needed to invest a good amount of time discovering, planning, and reassessing before starting any design work.

This product would be used by and depended on by almost all of the internal departments. That meant we had to really capture the user experience from all sides of the operation and lay out the architecture before going into any design. Our team spent a lot of time interviewing and understanding all user experience with the current platform.
We planned our design work alongside the client’s frontend and backend development teams

Throughout the design and development of the AMT, we scheduled user testing check-ins to test out the features as we developed it. Testing as we went was an important part of checking the design flow as well as getting user adaptation to a new tool.

What we did
Branding
Solution Architecture
Discovery & User Research
Product Strategy
User Testing
Roadmapping
What we discovered

1. Weighing priorities and features across multiple stakeholders

We spent quite a bit of time auditing the existing workstream and interviewing all operational stakeholder teams involved to gather requirements and a wishlist of features. From here we worked on weighing and prioritizing and consolidating features by priority of most used, most time saved, most impactful for campaign setup and maintenance. Since the tool would be used across over four operations department and impact all business it was paramount that we deep dive into get the priority of the features right before going into design or development.

2. Testing features out in phases

One of the most interesting part of the problem to solve for was how to simplify a rather complex setup logic. We tackled this by taking an audit of sample number of campaigns across all industries and variation in setup to understand the common denominators. We came to a solution of creating a sophisticated Boolean logic method for intuitive user experience.

3. Branding Redesign

Working within the existing brand guidelines, we updated the branding introducing new colors and fonts improving user experience
What we Made
Words from our client
“The Audience Management Tool was a game changer in how our operations team setup, managed, and delivered across all campaigns. It saved our team 40% of operations time allowing them to focus on more critical tasks like campaign optimization and troubleshooting.”
Eyeview

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