leader
Transforming Search Marketing →
Rapid Design Labs: 16% Growth
What is the role of a User Experience team when product teams are unwilling to address customer challenges? Help facilitate teams to collaboratively identify the next big idea and align emotionally.
Rapid Design Labs: 16% Growth
1
problem
- When I arrived, Yahoo Search Marketing was difficult to use.
- The product team resisted change.
- E.g., 57% of users with YSM campaigns could not successfully create a second campaign.
2
solution
- I requested and facilitated a Rapid Design Lab with PM, Eng, Sales and Customers to brainstorm solutions and align teams.
- Collaboration resulted in agreement to build a separate desktop tool.
- Bought the time and directed my team to conduct research, prototype the solution and test before coding.
3
impact
- Significantly simplified the UX.
- User success on ad campaigns increased 85% (75% for novices).
- Increased revenue 16% in the 1st month.
Concept to CodeEngagementStrategyCustomer JourneyExperience outcomesMultidisciplinary DesignEmotional Design
