Google Insights Finder

This is my proudest project when I worked as a user experience designer at Google Ads.

Google Insights Finder is an enterprise advertisement tool for marketing agencies to explore audience’s interests, uncover search trends, and unlock new ways to reach them. The objectives of this project is redesigning one of the key features: youtube tab to improve the overall user experience.

🕒 3 months, 2019
📗 Google Ads
🏷️ Enterprise, Marketing, Youtube data

Redesigning a seamless experience to get actionable Youtube insights about the audience's behaviors.

Easy and efficient architecture

All the information a video marketer needs is here, in an efficient and reasonable information architecture.

Insights from various viewpoints

From high-level audience habits, to detailed channels - you can gain useful and actionable insights from different aspects.

Understandable data metrics

Visualizations and suitable tips that provide quite learnable experience for complex marketing data.

YOUTUBE INSIGHTS

The initial challenge 🤔 of this project is to improve YouTube tab to help users find data insights and achieve their goals.

I had zero knowledge 🤯 about the digital marketing 👾 at that time, so I started my project with a various of questions 💭.

👆 Hover to explore the initial challenge

Improve YouTube tab to help users find data insights and achieve their goals.

👉🏻

What is not ideal for now?

👉🏻

Who are our users?

👉🏻

What is a good data insight?

👉🏻

What are their user needs and goals?

To understand the questions above, I started my research to better understand the problem space as well as our users.

I read through 12 research reports 📖 and product docs 📋, did 6 talks with different stakeholders 🙌 and finished a lot of CUJ meetings and self-study on the ads marketing domain.

👉🏻
who are our users and
their goals?

Scott, Digital Strategist

Responsible for the audience profile building and creative contents on clients’ ads.

Christina, Media planner

Key task is to propose the right channels & videos to place ads.

👉🏻
what is not ideal for now?

* Previous interfaces

I invited a various stakeholders to critique on the current interfaces. Then I summarized problems into 3 pain points.

🗂 Poor information organization
⏱ Inefficient workflows
❇️ Lack of insights

💭
What is a good data insight?
See design principles -

🗂 Intuitive
Users should be able to understand the tool quickly and find what they need without too much extra assistance or guidance.

⏱ Easy & Efficient
The tool should be easy to browse without too many clicks and increase their working efficiency to find insights.

❇️ Understandable & Actionable
Solid evidence and actionable content are both necessity to a good insight. The tool should provide both two for users.

YOUTUBE INSIGHTS

With a highly iterative process, I created user flows and mocks from low fidelity to high fidelity.

Also, we did a testing with a clickable prototype. With feedback from users as well as stakeholders, I tried to solve the pain points and provide a seamless experience for video marketers.

🗂 How to improve poor information organization?

I proposed 2 different design options to present the information.

Option 1: All-in-one feed

Option 2: Separated content groups

We choose option 2 because:

1. Clear navigation to find the exact content.

2. Visually more organized and improve the efficiency.

3. More friendly for media planners in their workflow.

⏱ How to enhance workflow efficiency and experience?

I analyzed current interfaces and workflows, and found that there are 2 key loops that consume most of users' time.

🔄 Loop 1:
User segmentation and make comparison

🔄 Loop 2:
Explore everything about a channel

🔄 Loop 1
User segmentation and make comparison

we introduce user segmentation page for categories and channels, so that users can compare them easily side-by-side.

* Youtube category tab

↓ Click on the comparison CTA

‍* Segmentation page

🔄 Loop 2
Explore everything about a channel

We introduced a preview feature to help users stay within the flow and reduce the clicks required.
‍
Also, more data metrics are introduced so that users can easily browse and sort the channels with suitable data to improve the channel searching efficiency.

* Video preview

‍* Channel sorting

❇️ How to enable users to gain insights at a glance?

With a lot of iterations, I tried to present all the data in a more intuitive way - to help users gain insights with ease.

🔆 Prioritize and visualize the key data
📝 Explain unique data metrics

* See iteration mocks below

🔆 Solution 1
Prioritize and visualize the key data

Based on our insights from user testing, we try to prioritize and deprioritize the suitable data to accommodate users' preference - and also visualize the key ones to present insights.

* Channel details tab

‍* Youtube category details page

📝 Solution 2
Explain unique data metrics

Based on our insights from user testing, we try to prioritize and deprioritize the suitable data to accommodate users' preference - and also visualize the key ones to present insights.

* Youtube category tab

YOUTUBE INSIGHTS

With 8 weeks of design, I finished the final design for the Youtube tab. See all interfaces below.

The feedback from the testing was really positive, indicating that users feel the final design could better help them with their marketing experience.

🎯 Results

Google deployed new Youtube tab for Insights Finder and the NPS increased from 35 to 47 in the following quarter.

FRRRREDERIC LIU