Motionworks AI

Motionworks AI

Jan-May '20 Internship

Project Overview

Project Overview

Problem

The traditional marketing campaign experience was severely limited. Estimating how many people will see a given advertisement is severely limited, and viewing all the Out-Of-Home (OOH) services and their prices

Solution

The Motionworks AI Data Visualization library is a subset of Motionwork's overall software design system whose sole purpose was to present specific data points gathered from the target demographic's location.

Impact

The goal that we achieved was to help companies spend their budgets more effectively and reduce wrong advertisement demographics, and increase niche companies to efficiently present their advertisements in areas with the greatest estimated sale conversion rate.

My Role

My team involved contracted designers in Germany. I was responsible for designing the library and conducting A/B testing with users in real-time.

Background

Background

Advertisement agencies posting on Out-Of-Home (OOH) billboards is different from posting on websites and television sets because viewers aren't exactly targeted directly to who they are, but just to the overall area that they are in. It allows them to build a marketing campaign of their product no matter their identity and location. 

Advertisement agencies posting on Out-Of-Home (OOH) billboards is different from posting on websites and television sets because viewers aren't exactly targeted directly to who they are, but just to the overall area that they are in. It allows them to build a marketing campaign of their product no matter their identity and location. 

Measuring Impact and Success

Measuring Impact and Success

The Motionworks Data Visualization System is a living and breathing project, meant to be the foundation of the future design team. It is the culmination of cross-team collaboration across all departments, from sales to development. When everything is revolves around one core focus (the user's experience) the rest of the company can build off of that.

3 Key Objectives

3 Key Objectives

Discovery

How might we encourage users view their data inside their search?

Filter Awareness

How might we help users distinguish knowing a location is good vs. adding a filter to narrow down specific locations?

Data Insights

How might we allow users to easily see their optimal locations and view their best time-frames?

Personas

Personas

Steve Maker

Advertisement Agent

  • Leads marketing, product growth, and culture

  • Plans events and campaigns to promote his taproom around causes he supports

  • Wants to predict turnout at events

  • Unsure how to use data to expand his business

  • Skeptical and jaded regarding new technology in the craft beer space

Bryan Limbo

Billboard Representative

  • Responsible for creating brews and overseeing the entire brewing process

  • Involved in operational aspects of the business

  • Struggles to balance all of his responsibilities

  • Skeptical and jaded regarding new technology in the craft beer space

Clair Bridges

Marketing Vice President

  • Jack of all trades who plans events, creates product demand, and manages social media

  • Works with leadership to create content that aligns with brand values and objectives

  • Promotes the brand while being cost effective

  • Open to new technology if she can see results

Field Research

Field Research

Competitive Analysis

Competitive Analysis

To understand marketing in different locations, we analyzed the data visualization model of other marketing management platforms like Google Ads and Facebook Ads.

Data Analytics

Data Analytics

We worked with the Data Analytics team to gain insight on OOH marketing techniques. We asked questions like: How often do users change their campaign settings? What is the most popular time range?

Understanding Target Users

Understanding Target Users

Defining who we're designing for helped us understand the needs of the power users who regularly post using the queue.

Design System

Design System

While coming up with design solutions, we studied Motionwork's small design system in order to find any existing solutions and UI components to provide consistency. Since there were no relevant components from Motionwork's design system that were created before I joined, I decided to explore a variety of solutions to find new ways to make managing campaigns easier.

The Data Visualization Library

The Data Visualization Library

Guiding users to data visualization

Guiding users to data visualization

One of the main pain points was that users didn't understand the concept of creating campaigns and were confused with seeing their data represented.

To address this problem, we focused on crafting an end-to-end experience. This meant designing for the moment companies create a cmapaign to the moment their data insights are visually represented in context and providing additional filters after choosing a location.

One of the main pain points was that users didn't understand the concept of creating campaigns and were confused with seeing their data represented.

To address this problem, we focused on crafting an end-to-end experience. This meant designing for the moment companies create a cmapaign to the moment their data insights are visually represented in context and providing additional filters after choosing a location.

Filters to increase targeting

Filters to increase targeting

It was important to not only give users a way to modify locations within the app but also to reduce targeting the wrong audience. We approached this by adding additional filter options.

Rather than presenting users with too many filter choices, such as displaying max and min populations that push users to choose their populations manually person by person, we grouped the filters as a single high-to-low and low-to-high options to reduce cognitive load and help them make decisions easier and see their data faster.

It was important to not only give users a way to modify locations within the app but also to reduce targeting the wrong audience. We approached this by adding additional filter options.

Rather than presenting users with too many filter choices, such as displaying max and min populations that push users to choose their populations manually person by person, we grouped the filters as a single high-to-low and low-to-high options to reduce cognitive load and help them make decisions easier and see their data faster.

Inventory detail sheets

Inventory detail sheets

Viewing specific locations allows users to gain insights for their most optimal positions based on OOH's inventory data.

We saw this as an opportunity to help users to decide which locations were best to obtain to increase their likelihood of sale conversions. Since the original default inventory sheets were based off of outdated Excel sheets, this would most definitely be a boost for most users.

Viewing specific locations allows users to gain insights for their most optimal positions based on OOH's inventory data.

We saw this as an opportunity to help users to decide which locations were best to obtain to increase their likelihood of sale conversions. Since the original default inventory sheets were based off of outdated Excel sheets, this would most definitely be a boost for most users.

Usability Testing

Usability Testing

After loops of feedback and daily design critiques from the Product Design team and the Engineering team, we learned that design treatments that are native Material Design would drive greater efficiency and create more coherent experience for users.

We continued to collaborate with teams for feedback. Validating our design solutions through user testing especially helped to become confident in our design decisions.

Impact

Impact

We successfully shipped the feature in April 2020. There's certainly areas that we could have improved. We believed that creating and iterating by shipping early allows us to gain more data for our users and shape our product according to necessary needs more than unnecessary wants.

Even though this was an intern project, I'm excited to be a part of this journey and make an impact on the Intermx community.

View NCR

View NCR