Dexter is an AI-powered web platform that empowers users to analyze data, optimize digital campaigns for the best ROI, and create high-performing ads at scale across multiple channels.
There are a vast amount of data everywhere currently in the market, causing the digital marketing market to become fragmented. Many marketing technology solutions within the market can help solve users' problems. However, this has impacted small business owners who can not access these technologies due to high costs and a lack of knowledge of how to use them.
No clear dominant technology solution.
Digital Ad spending is expected to show an annual growth rate of 7.60%, resulting in a projected market volume of $272 billion by 2026.
Emerging market growth opportunity across APAC MENA and LATAM.
Before setting out the design process, a product foundation already existed. Based on what we know so far, we have set out the goals of a project which will keep our design aligned with the design team and other stakeholders.
Improve the time and the speed of optimising user data from a design and workflow perspective.
Create a simplify workflow that allows users to analyse, optimise and create within the platform.
Explore the idea of summarising data that are crucial for users, without the need of further exploration.
Redesign and update the platform to a scaleable design system that is up to today's modern UI and accommodates responsive web design.
We assume that our focus group is amateur users based on our resources. Therefore, simplicity would be the key driver for our design. In particular, this is a data analysing and management tool where the user spends an extended period of time daily. Therefore, the interface or experiences can not overwhelm the user.
However, all these assumptions would have to be validated throughout the design process to ensure that we are refining our product brief aligned with target users.
"There is so much data these days. Without decent marketing knowledge, we do not know how to advertise or further expand our products."
"We are a small operating business. And these days, without a decent way to market the product online. It is impossible to compete against our competitors. But we cannot afford so much marketing software. And the majority of the time, I don't know what I am doing."
Several products are part of Filed's product ecosystem. We will focus on Dexter Optimise, one of the core products within this project. With the use of information architecture, the design team can create a plan on how we will achieve the project within the time scale also how users will navigate within the software from a high-level point of view.
Most of the features was already existing within the platform. However, part of the design process was to analyze existing features and find ways to further improvements.
The feature of recommendation and new ideas lacks content hierarchy, which confuses the user about which optimisation can produce the most value to the user as they are over thousands.
With thousands of optimisations, it produces an overwhelming environment for users to under how to maximise the optimisation of their accounts.
There is a wrong choice of wording in certain CTA buttons, which reduces the value of the actual feature that can be brought to the user.
The software itself can be complex for amateur users. In particular, there is no onboarding or explanation to the user on how to operate the feature.
A sign-up and sign-in flow is designed with the attention of a warm and welcoming experience. Breaking down the long and tedious sign-up form and presenting only the crucial information required for users to access the platform rapidly.
Redesigning the existing sign up flow with payment integrated within the process. This is because as it is a new start up we wanted to AB test if users would be on board with a payment process in place or without. As we shaping the product in place.
Create a warm, welcoming experience throughout the flow. To reflect the overall brand image, which is to humanise AI technology.
A good onboarding time, as we do not want negative sign-up rates or user drop-off rates during the process.
Dexter Optimise Dashboard is designed to demonstrate only the crucial data across channels performances according to the user's connected data source. It empowers users to quickly act to improve specific channels and take action to optimise their campaigns based on Dexter's top recommendations.
There are a vast amount of data that is important to the user. To gain a strong understanding, we would need to work closely with the marketing users to understand what data were crucial for them.
Design a scalable solution for the design and front-end team because additional data would be presented to the user in the distant future within the same UI.
Design a data visualization interface for extensive use over a period of time. Therefore, careful consideration is needed when it comes to colors, fonts, and sizes to provide a pleasant experience for the user when analyzing and understanding data.
Dexter produces hundreds of recommendations daily to help users optimize their accounts through a hierarchy system. With the intention for users to gain a rapid understanding of which recommendation provides the most value at a grouped scale rather than individually.
With the connected data, Dexter can produce new ideas for the user to expand their business further. Creating a more significant market share for the user or creating further reach based on the Dexter AI calculations and analysis.
The existing user interface does not scale well with the current technical and functional aspects, as the technology can produce thousands of optimization or new ideas.
The current filtering system does not work with the current technology that can help users navigate and optimize or expand new ideas to their business.
The optimization recommendation and new ideas shown to the users offer no value to the user in terms of which delivers the highest performance value.
Dexter automated content generator that produces ad copies at scale with a bit of help and input from the user. Giving the user ability, particularly in the marketing sector, to AB test content rapidly. All to which to achieve a high-performing campaign.
Create a building-like environment to create more engagement between the technology and the user as they build their content. Therefore, it is crucial to be mindful of the processing time and how to humanize the workflow.
Be careful with the amount of information needed to meet the minimum requirement from the technical point of view but also not make users feel it is a long and tedious process.
Humanize the creation process and the technology to make the user feel that the AI is working with the user, crafting a warm and engaging atmosphere.
Dexter allows the user to create a new audience based on the connected data source. Within the data source, Dexter can make a new audience for the user's campaign in a specific way that would result in higher ROI and business value.
Design a scalable solution for the design and front-end team because the feature will be a multi-channel used with multiple workflows.
The audience creation process, technical flow, and requirements it's incredibly long. Therefore, working out the best possible flow without compromising on designs or technical aspects is essential
Humanize the creation process and the technology to make the user feel that the AI is working with the user, crafting a warm and engaging atmosphere.
Further testing needs to be conducted to gather more quantitative and qualitative metrics post-launch, as this will provide insight into the success of the design solution.
Measure the speed and time it takes for the user to optimize their campaigns or create content
To measure the fail point of the users. We can incorporate heat maps to calculate the fail clicks and rates within each feature or workflow.
User feedback through user interviews post-launch to evaluate the product/feature and whether those features add value to the user's business cycle or fulfils their needs.
Data-orientated product applications require working with a considerable volume of data and calculations. Understanding data and then simplifying it to provide the crucial information that adds value to the user was the key to achieving a user-centric product.
Testing plays a critical part at every design stage. The more testing we could do, the more refined and aligned the product would be against the overall experience and business goal.
A product designer's ability to collaborate across cross-functional teams is essential. I got to collaborate with product owners, technical developers, the quality assurance team, and marketers to bring out the best product to the customers. As the product is built as a team and not as an individual.
Kendo UI served as the foundation for building the MVP. While suitable for prototyping, it was outdated and lacked scalability for responsive web design. To address this, we developed a strong collaboration with the development team, understanding the necessary components and ensuring consistency between the design and front-end departments. We created a design system as a component library using a CSS master file to maintain consistency across the app platform.
The primary challenge was the technical demands of the design process, which were overwhelming from a product design perspective. This led to extensive back-and-forth between the product, design, and technical teams to refine specifications. However, this close collaboration allowed teams to empathise with each other's needs and challenges, resulting in a more streamlined product development process over time.
Building the Dexter Optimization feature was challenging because of its complex parts. We had to carefully plan the technical details before starting the design. This showed how important it is for design and technical teams to work closely together to make good decisions and keep the project on track.
Without this, the overall product roadmap and team cohesion can be negatively impacted.
