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ððŒ Go backLead Designerâ¢Web Appâ¢2019-2022
Background
Humming is a small startup with a mission to build the worldâs most powerful and accessible way to advertise.
Role
I led design and helped run an agile product team of three engineers to define requirements, build, test, and launch a self-serve platform.
Problem
Humming's initial business strategy required a hands-on approach to help customers develop sophisticated, multi-channel advertising strategies. Through growth, it became clear that a semi-automated solution was needed to start scaling.
We developed two key personas to build a solution for: internal operations employees at Humming who needed to speed up their workflow to handle more clients and e-commerce business owners who found value from Humming's managed service.
Onboarding
Sign up for a personal Humming account â design focused on having as few fields as possible to help people finish quickly
Add business details to Humming â part of a requirement to integrate into many major advertising partners
Quick start guide shows the process of creating and launching a marketing campaign to new customers
Building campaigns
Supporting every major advertising channel â where end viewers will see ads from businesses that launch campaigns through Humming
Upload existing designs or create something new with a Canva integration right in the platform
Quickly build an audience by defining the type of people to reach, where they are in the world, and what devices they use
Bring everything together in a campaign â select ads, audience, goal, and set flight dates to go live
Seeing results
Live analytics dashboard reports performance metrics to show the value of running advertising campaigns
Campaign details show an in-depth view of everything at a quick glance
Manage every campaign from a single dashboard ââ see status, channel, and expand to see quick details
Internal tooling
The operations team managed customer campaigns, accounts, and tags that tied into user facing status indicators in the consumer platform
Set up various slack bots that alerted the team when new campaigns were purchased and provided fast ways to get to them
Component library made it quick and efficient for the engineering team to build, test, and ship new features
A black and white UI design language enabled the use of color in more meaningful ways throughout the platform
Distinct visual branding/identity for each channel type helped them be recognized immediately in the platform
Campaign list design shows simple status and channel indicators with the ability to expand to see more details quickly
Heavier status indicators for more complex parts of the platform to ensure they were seen and still feel prominent
Audience cards condensed heavy information into a small form factor that's referenced throughout the platform
We shipped a simple sign up experience with the initial MVP release but as we started to focus on user acquisition, it became a clear area of improvement to increase conversion rates
The first pass lacked branding and messaging that tied together the marketing page and the sign up experience
The new design successfully improved user sign up rates â simplifying the form and adding better messaging helped customers trust Humming
© Samuel May
Designed in
and deployed with
