Bluebeam Atlas

Current Challenges

Today, Provi has a few options for where Display Ads can take the user that showcase a grid of products at the product line item level.

The drawback of these options, however, is that many of the Display Advertisements are featuring a subset of products and aren’t always the entire Supplier’s portfolio, the entire Brand Family, or just a Single Product Line. Suppliers are also paying twice for Advertisements - both for their display ads and the ultimate link the buyer goes to.

The Process

To better understand the challenges, we started looking at doing a thorough discovery keeping our "retailer engagement and conversion" metrics in mind, since eventually, in addition to revenue through ads, it's all about how retailers get the most value out of the Provi marketplace.

My first step involved getting in touch with internal customer support team to get a list of active retailers that we could talk to directly.

We then scheduled interviews with a couple of buyers to understand their decision making process when it comes to how often do they update their drink menu (if restaurants), and if/when they are looking into finding new products, brands, sizes, etc., getting an understanding of what does process might look like.

Understanding personas and their user journey

To design end to end user journey, it was extremely important for me to understand the personas we were targeting with the help of UX flow maps. From Information Seeker to Information Keeper, the flow map helped the team and stakeholders to get a holistic picture of how the product would work.

Being Strategic

It was clear from user research, testing and discovery that there needed to be a thoughtful and strategic direction of how the features and user experience would vary between the difference devices. Mobile App was designed to give users what was more important when on the go, while on desktop, they would be able to do all the heavy and complex tasks easily and seamlessly.

Sponsored Content Hub

After synthesizing all the insights from research activities, talking to internal stakeholders from AdOps, Supplier Sales teams, etc., I started designing the first iteration of Sponsored Content Hub (SCH). An internal custom landing page and content creation tool that allows the suppliers to select from a list of product lines, entire portfolio, brand, etc., and add custom story telling components like recipes, carousels, title, description, spotlight, and more to curate custom storytelling pages.

* Suppliers are able to curate their content and not have to pay twice for Advertisements - both for their Display ad and the ultimate link the retailer goes to next
* Track Impressions and Clicks to content featured on these new curated pages and track conversions

Outcome

Complex product made simple

During testing with actual Bluebeam customers, the product was well received not just as a product, but from an innovation perspective as well. Something as complex as adding adding real world drawing into a custom map, technical feasibility and constraints, we were able to deliver a high quality valuable product.

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