Ad Exchange platform
Jul 2019 - Aug 2021
Maintaining consistent UX for a scalable UI framework builder
IPONWEB
Iponweb is the leading AdTech company that powers more than 40+ ad platforms across the world.
U-workflow product is a UI framework that allows to build highly customisable UI for clients. It's made up of multiple reusable components and modules that can be applied to a large variety of purposes. Key client segments: DSP, SSP, TV, and Digital Out Of Home. Among client partners are: TrustX, WordPress, DAC, Dish Network, MCN, Experian, True Digital, and many others. More than 40 independent projects have been implemented based on the UI framework.
My role
When I joined the project, the existing framework was covering core use cases, but in an inefficient way. User research has demonstrated that the UI was not clear to clients, and wasn't user friendly. The framework was not consistent – more than 3000 unsystematic components were slowing down growth, blocking development, complicating communication.
My task was to own the UX, fix existing problems, make the framework consistent, user-friendly, relevant to market standards, scalable, and ready to execute feature requests from clients and internal stakeholders in an efficient way.
Problem
Users have been spending too much time and mental effort on finding what they wanted.
"I used to spend 30 minutes on finding the needed object, now I need one minute".
Common UI problems before: repetition, lack of consistency, which affected our customers trust and loyalty in a negative way.
Key Deliverables
Zeplin atomic design system components
Design system ERIS UI. Click to enlarge detail.
Getting data
Merge into one Multiple platforms to run, check and manage ads.
Active campaign overview page.
Marketplace to book an airtime package. TV client, Asia.
Geo targeting.
Outcomes
Strategy and implementation.
Churn prevention because of UX, biggest client in US in medical sphere
Successfully launched platform with new material UI in 3 months
Intuitive targeting exceptions and inclusions
Summary
History monitoring.
User card in Role based access model.
