Google Project:
My Ads Data Audit & Workshop
A Mini Case Study
My role:
Project Lead, Workshop Facilitator,
Who else was involved?
Interaction, Visual, & Content design team, Product Manager
Team:
Ads Privacy & Safety Team
Intro
As with any product’s life cycle, we released the MVP for My Ad Center and then tackled the fast follows that came up after launch. With the new data available to us, the UX team wanted to know which user needs to address first.
There were needs the UX team wanted to implement before launch, but weren’t able to due to time or engineering constraints. I designed and hosted a workshop with support from my manager and my Quantitative research partner to ask the UX team what they wanted to know from the data.
Our most pressing questions were around trust levels, navigation through our product, and user comprehension. Getting the answers to these questions would help us better design for medium and low trusters.
Background
After UXR got back the results from the HaT Surveys, UX wanted to dive deeper into the data to learn more about user behaviors. I looked at the qualitative and quantitative data provided by the UXR team and asked the UX team to combine data points to ask nuanced questions. This workshop also helped us prioritize which currently unmeasured data we wanted PM and ENG to get for us.
Qualitative and Quantitative Data Points
Solution
I ran a workshop that allowed UXD to ask questions of the data and then we voted on which themes resonated with the team more.
Results
Team Sticker - Voting
I was able to share the top insights from our workshop with our Product Manager. Meeting with him gave me the opportunity to advocate for the UX team. He was able to better understand what user needs UX wanted to prioritize.
As a result, we were able to start a conversation on what engineering infrastructure he could ask for so we could get our nuanced questions answered.
The main goal being having these questions answered so we could build the next iteration of My Ad Center to be even more helpful than before.
Conclusion
I have started aggregating the data from the workshop and the meeting with our Product Manager to recommend top priorities for UX to focus on.
My goal is to match up what the UX team wanted to know with what we already have infrastructure to answer. The PM on this project is redoing the measurement / analytics workstream now, so this is the perfect opportunity to ask him for new data.
He asked me if he was able to get this information for us, what would UX do with it and my next goal is to show him all the things we could do with a deeper understanding of our users.
Aggregated Data Points