Role
Senior Content Designer
Team
UX Designers, Product Managers, Software Engineers, and Program Managers
Company
Advertising company
Timeline
April 2023 – June 2023
Provide informed recommendations
Be transparent about potential changes, both positive and negative, to foster trust and encourage informed action.
Reduce friction by doing the work for users
Simplify tasks by breaking them into manageable steps and automating where possible.
Motivate action with balanced messaging
Highlight the benefits of taking action while being clear about the risks of inaction.
Upon gaining access to my design partner's Figma files, I streamlined the headlines, replaced passive language with action-oriented alternatives, and reduced visual clutter by using progressive disclosure to make complex information easier to digest.
After conducting a literature review of past research and consulting with my research partners, I reframed the main headline as a “switch” to new analytics. This aligned better with the advertiser's mental model and was shown to reduce hesitation and promote action.
After consulting with my product management and design partners, I discovered opportunities to streamline the in-product messaging even further. I removed redundant content and summarized key points to improve clarity and help advertisers focus on critical tasks.
As we neared the end of the project, I partnered with our help content team to identify where advertisers might need additional support. We consolidated help resources and incorporated tooltips for just-in-time guidance, balancing detail with simplicity.
We explored sharing everything with the user. We hoped they’d have all the information to take action. After reviewing this with some advertisers in a roundtable, we found that this approach made the experience overwhelming.
After some discussion with stakeholders, I worked on my own and explored what it would take to help advertisers make these changes quickly. I proposed two columns to share the old and updated settings to show users what’s being updated. The advertiser would just need to review our recommendations and approve them.
After discussing the feasibility with our engineering partners, we found we could build this concept and that the changes advertisers needed to make were pretty straightforward. The implemented automatic recommendation allowed advertisers to confirm updates quickly while reducing cognitive load.
