Impact
The Net Promoter Score increased by 4 points, moving from "Good" to "Great"
NPS measures customer loyalty and satisfaction.
The System Usability Scale rose by 7 points, advancing a grade from "C" to "B"
SUS is a standardized framework for an experience's usability and learnability.
Overview
ROLE
• UX Designer at Spectrum Reach
• UX Designer at Spectrum Reach
TIMELINE
• 4 months
• 4 months
TEAM
• 1 UX Director
• 1 UX Designer
• 1 Product Manager
• 4 Engineers
• 1 Product Marketing Team Lead
• 1 Accessibility Team Lead
• 1 User Testing Recruitment External Partner
• 1 UX Director
• 1 UX Designer
• 1 Product Manager
• 4 Engineers
• 1 Product Marketing Team Lead
• 1 Accessibility Team Lead
• 1 User Testing Recruitment External Partner
Platform
• Responsive B2B Web Application
• Responsive B2B Web Application
Tools
• Sketch
• Axure RP
• Tobii Eye Tracker
• Heap
• Sketch
• Axure RP
• Tobii Eye Tracker
• Heap
What is the Ad Portal?
The Ad Portal is a tool that enables business owners to create and schedule cable advertising campaigns at an affordable price.
• Users can create their own commercials or upload their own
• An algorithm generates a TV schedule targeted to a user's ideal audience
The problem
Business owners looking to advertise on cable TV did not understand the value of the Ad Portal when entering information to create a campaign.
• User satisfaction was inconsistent
• Drop-off rates were high, resulting in frustration from stakeholders
I set out to validate assumptions from previous research and define personas.
“Where is the cost for all of it?
What is the bottom line?"
- Usability test participant
- Usability test participant
Research process
Primary research
Prior to my team’s involvement, several usability studies and interviews informed an initial campaign creation flow. Users were asked to input:
• An advertising goal
• Campaign duration
• Budget
• A call to action and business information to create or upload a commercial
Previous UI screens at various points in the process.
The previous landing page provided some stats and FAQs to potential users.
Additional research
With the help of a user recruitment agency, I conducted usability testing and interviews with screened business owners who matched the Ad Portal’s target audience.
• Sessions were primarily conducted on-site at a testing facility
• Participants walked through the landing page and end-to-end flow to simulate a first-time experience
My team interviewed and conducted usability testing with participants at a testing facility.
Key insights & design recommendations
Users do not know how to build an effective ad schedule
Recommendation: Reinforce Spectrum Reach’s expertise to build trust and guide decision-making.
Recommendation: Reinforce Spectrum Reach’s expertise to build trust and guide decision-making.
The value of a package is not explained in a way that the user can relate to their business
Recommendation: Add clear value propositions supported by data and recognizable cable channel logos (e.g., “For $450, reach 50% of your audience three times”).
Recommendation: Add clear value propositions supported by data and recognizable cable channel logos (e.g., “For $450, reach 50% of your audience three times”).
Advertising terminology and industry stats were confusing
Recommendation: Reduce technical jargon and introduce contextual guidance where needed.
Recommendation: Reduce technical jargon and introduce contextual guidance where needed.
Personas
I created these based on prior research, user interviews, and usability testing.
Goals:
• Gain new customers
• Gain new customers
• Inform customers about sales and events
• Showcase the uniqueness of her products
Frustrations:
• Thinks TV advertising is expensive
• Thinks TV advertising is expensive
• Concerned younger people don't have cable
• Doesn't understand targeting or what is ideal for their audience
• Doesn't know how to drive ROI for their business
Goals:
• Gain new customers
• Gain new customers
• Build brand awareness
Frustrations:
• No dedicated marketing budget
• No dedicated marketing budget
• Doesn't understand targeting or where to advertise
• Can’t afford to hire a professional to make a commercial but also don’t want something amateur
Goals:
• Compete against larger industry rivals
• Compete against larger industry rivals
• Engage current customers about sales and events
Frustrations:
• Has a moderate understanding about effective advertising
• Has a moderate understanding about effective advertising
• Not sure how to maximize growth with a large budget
User drop-off points
Major user drop-off points were identified using Heap analytics and mapped across the user journey.
Proposed new flow
Based on research and analytics, I identified the Landing and the "Packages" pages as the highest-impact areas for improvement.
Wireframes & low fidelity concepts
Early iterations for Campaign Packages, which enable users to choose which ad campaign works best for them.
User feedback & iteration
Terminology
Many participants struggled to interpret campaign length and the term “frequency,” particularly in relation to cost and reach.
Content Overload
Users reported difficulty processing dense content and inconsistent information hierarchy.
Helpful tips
Tip content was frequently ignored due to length, redundancy, and overuse of the label “Tips.”
The previous version (left) was not concise while the revised version (right) solves for the above user feedback.
Design system & accessibility
I established a design system in Sketch to enable rapid iteration and consistency across the experience.
• Integrated with Zeplin to streamline handoff to engineering
• Prioritized accessibility by adhering to WCAG standards
• Partnered with an internal accessibility team to validate labels, states, and error handling
A consolidated style guide outlining accessibility, typography, colors, and the majority of components.
A Zeplin style guide that I created and shared with engineering. It outlines error states, focus states, responsiveness, documentation, and interaction design specifications.
High-fidelity mockups
These designs shipped to production and were built by an external development team, with handoff managed through Zeplin.
Campaign Packages are a key step where users make an informed decision when building their Ad Campaign.
A mobile view of the Campaign Packages screens.
Outcomes
I delivered a clearer, more trustworthy ad creation experience.
• Improved user understanding of pricing, reach, and campaign structure, contributing to measurable gains in usability and customer satisfaction
I aligned cross-functional teams and shaped future direction.
• Translated research into actionable design decisions, influenced roadmap planning, and defined next steps for testing and iteration post-launch
