I focused on advertising sales platforms
to digitalize sales planning, tracking,
and management features.​
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I collaborated with multi-disciplinary teams to deliver complex SaaS platforms and data-driven dashboard design.
I have 3 sales management products globally launched
to support the Ad Sales team (~3200 users) managing ~10B Amazon revenue business.
Unified Sales Financial Table
Sales goal (quota) assignment tool for streamlined assigning workflow
Advertiser Account Planner
Action planning tool for driving successful engagement with advertisers
Sales Dashboard
Sales performance tracker for easy progression tracking
Case Study - Advertiser Account Planner
- Project Context
What's Advertiser Account Planner
Advertiser Account Planner is one of the major sales platforms I launched to support Account Executives (often known as the salesperson and AE) to plan actions and goals for the advertising account that they manage.
The account plan is used as a year-round action guide to drive successful engagements with the advertiser. For advertisers, you can understand them as the brands or merchants that would like to use advertising services to promote their products on the Amazon.com, they could be the familiar brands like L'Oréal or Nestlé and etc. ​
Target user
Account Executive is the primary user of the Account Planner. It is the Amazon title of the salesperson who sells advertising products and services to Amazon advertising clients - Advertisers.​
Plan Creator​
Account Executive (Advertising Salesperson)
User problem
Manual spreadsheet planning - Account Executives(sales team) used the spreadsheet and other offline tools to plan actions and goals. This manual process was associated with many pain points, and there is a strong and urgent need to build an automated and all-inclusive planning solution to assist the planning workflow.
* Old Spreadsheet plan examples
Product Solution Benefits
- Work Process
Drove through ambiguities and conducted workshops to specify user pain points
The project started with no detailed user pain points, and no existing user workflow was identified. There were clear gaps between what we know about users and what we should deliver.
I led workshops to gather direct inputs from all stakeholders, including PM, project leaders, engineers, and target users. From leading these cross-stakeholder workshops and ideations, I helped the team specify pain points to define product solutions.
Specified user pain points of the current spreadsheet workflow
Led cross-team conversations to clarify product direction
Multiple workshops and stakeholder conversations led by me to help the team achieve an aligned product vision at the beginning of the collaboration - Build a templatized and automated product solution to offer the sales team an all-inclusive and scalable central solution for account planning.
Clarified product vision & user benefits
Mapped an optimized planning journey and specified user epics to guide wireframing
Visualizing the user journey was a process of identifying the end-to-end user actions of completing the planning task. In this design exercise, I identified 3 user personas and their respective user steps for advertiser account planning.
I conducted a couple of review sessions with the product managers, design team, and target users, respectively, to ensure a simplified and optimized planning framework to guide the design ideation and delivery.
*Finalized planning journey across 3 user personas
Drove cross-team collaborations and secured alignments by leveraging detailed and well-tested wireframes
I delivered wireframes as tangible visuals to facilitate cross-functional collaboration with the Product Managers, Engineers, and target users to get aligned on product requirements.
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The wireframe focused on exploring layouts, serving functionalities, and defining UX components. I tested the prototyped wireframes internally to gather early feedback, and was able to quickly move onto hi-fi mockups with confidence.​​
*Wireframe for UX ideation
- High-fidelity mockups
To digitalize the end-to-end advertiser account planning process and satisfy user needs, a step-by-step guided planning solution for extensive and customizable action planning was shaped to allow the sales team to build robust plans to drive successful engagement with advertisers.
Focus nav mode for easy navigation
Linear flow for extensive planning
Detailed planning instructions
Mirco-interactions for best content organization and complete user control
Enable extensive planning and the template includes 200+ planning pieces and 8 financial data tables
Section status for marking planning progress and benefiting multi-planner collaboration
Clear table structure to display information hierarchically
In-table interactions to surface rich historical data and aid financial planning needs
Enable direct goal and action content check from the homepage, offering one-click access to the most important and frequently checked planning details
*High-fidelity UX deliveries
- Usability test
Took full ownership of usability tests and delivered end-to-end materials to ensure testing quality and success
I conducted Cognitive Walkthroughs - a usability inspection method - to learn UX imperfections and identify unmet user needs. There were 6 sessions, including 20 target users, conducted through 90-minute testing setups.
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I owned and initiated the testing process from writing proposals to define the objectives, testing method, and testing size. For testing materials, I delivered click-through prototypes out of high-fidelity mockups and wrote detailed scripts to cover testing points.
*Testing scripts
Synthesize testing learnings and guide design refinements to solve identified user pain points
After the tests, I synthesized learnings and prioritized feedback according to impacts to guide my UX refinements.​ There were 7 UX pain points that were identified to guide me in refining the screens for a more friendly end-to-end planning experience.
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In addition, 7 product-level feedbacks were identified, offering team ideas to enrich the product functionalities and future vision.
*Test learning report
Finalized experience walk-through
*Click to play video
User voices
I proactively worked with the product, go-to-market, and engineering teams to collect user feedback after the launch. Those direct user insights not only offer me lenses for future design enhancements but also enrich my insights to continue working on new planning-related projects.
Product launch and business impact
After 5 months of design work, the planning UX is finalized for the engineering team to implement for the initial launch. The planning solution was launched in December 2022 to support the sales account planning process globally. From monitoring the usage data, the product is well adopted by users and significantly benefits their account planning workflow.
Support the account planning process across 8 regions, covering a projected 2,358 advertiser accounts
​Accomplished the project goal by saving a total of 31,000 hours with an average of 50-hr savings per plan
​Achieved YoY growth of 45% in the number of plan creations and enabled 50%+ target user group to create plans for the first time
