Smarter Bidding Decisions for Marketers:
A Breakthrough Product
Overview
User acquisition marketing campaigns often operate using a bidding system. A limited amount of advertising space is available on various platforms, and multiple app companies compete for this space to reach potential users. To get their ads seen, they place bids indicating how much they’re willing to pay for impressions or clicks. Platforms typically prioritize ads from higher bidders, increasing their visibility to the desired audience.
Problem statement
Marketers aim to maximize profit but struggle to optimize ad campaigns due to limited visibility into competitors' real-time bids. This forces them to rely on expensive trial-and-error methods that also waste significant time. There's a clear need for a better way to support smarter decisions and improve campaign performance.
Users
Marketers who measure their ad campaign performance across multiple ad networks.
Solution
The solution was a breakthrough, innovative product that redefined the campaign performance space. It delivered a tactical optimization tool that enabled marketers to make informed bid and budget decisions by providing visibility into competing bids, along with clear, actionable insights.
Opportunities for optimization
Marketers access this page to discover insights tailored to specific campaign granularities. It curates actionable business and campaign opportunities, significantly reducing the time spent analyzing data.
The product guides them to the most relevant opportunities, aligned with their business goals.
Opportunity analytics ('What if' simulation)
On this page, marketers can simulate campaign scenarios to explore optimization questions. The tool offers actionable recommendations for adjusting bids and assessing potential business opportunities.
This hands-on experience helps users build trust in the product; they can see the actual numbers, test different bid amounts, and understand the potential impact of their decisions.
Role and responsibilities
As the UX researcher and expert, I was responsible for executing the iterative research sprints and designing the product. This included:
- Collaborating closely with the product manager to define key assumptions and research questions for each sprint.
- Continuously ideating and prototyping solutions in rapid cycles, generating multiple design options to test assumptions and gather feedback.
- Leading and participating in weekly interviews with design partners to validate hypotheses and uncover actionable insights.
- Running debrief sessions with the product manager after each interview to synthesize findings, spot patterns, and translate insights into product decisions.
- Maintaining a weekly-updated Dovetail repository, tagging and organizing insights, notes, and recordings to ensure long-term reusability.
- Developing a dynamic customer journey map that evolved with ongoing research and supported strategic discussions across product lines.
- Working closely with the developer to build the beta version
We developed a completely new solution from scratch, continuously shaping it through learning, exploration, and user feedback. This required a high level of flexibility and close collaboration within a space full of uncertainty.
The product surfaced invaluable insights the users never expected to access. We had to build trust and design an intuitive experience that clearly conveyed the value of something they didn’t anticipate having.
Constraints
Creating a breakthrough, innovative product came with a unique set of challenges:
Project impact
The product successfully advanced from discovery to beta phase, signaling strong validation and growing customer interest.
eynat.pikman@gmail.com
+972-52-5866151
Smarter Bidding Decisions for Marketers:
A Breakthrough Product
Overview
User acquisition marketing campaigns often operate using a bidding system. A limited amount of advertising space is available on various platforms, and multiple app companies compete for this space to reach potential users. To get their ads seen, they place bids indicating how much they’re willing to pay for impressions or clicks. Platforms typically prioritize ads from higher bidders, increasing their visibility to the desired audience.
Problem statement
Marketers aim to maximize profit but struggle to optimize ad campaigns due to limited visibility into competitors' real-time bids. This forces them to rely on expensive trial-and-error methods that also waste significant time. There's a clear need for a better way to support smarter decisions and improve campaign performance.
Users
Marketers who measure their ad campaign performance across multiple ad networks.
Solution
The solution was a breakthrough, innovative product that redefined the campaign performance space. It delivered a tactical optimization tool that enabled marketers to make informed bid and budget decisions by providing visibility into competing bids, along with clear, actionable insights.
Opportunities for optimization
Marketers access this page to discover insights tailored to specific campaign granularities. It curates actionable business and campaign opportunities, significantly reducing the time spent analyzing data.
The product guides them to the most relevant opportunities, aligned with their business goals.
Opportunity analytics
(What-if simulation)
On this page, marketers can simulate campaign scenarios to explore optimization questions. The tool offers actionable recommendations for adjusting bids and assessing potential business opportunities.
This hands-on experience helps users build trust in the product; they can see the actual numbers, test different bid amounts, and understand the potential impact of their decisions.
Role and responsibilities
As the UX researcher and expert, I was responsible for executing the iterative research sprints and designing the product. This included:
- Collaborating closely with the product manager to define key assumptions and research questions for each sprint.
- Continuously ideating and prototyping solutions in rapid cycles, generating multiple design options to test assumptions and gather feedback.
- Leading and participating in weekly interviews with design partners to validate hypotheses and uncover actionable insights.
- Running debrief sessions with the product manager after each interview to synthesize findings, spot patterns, and translate insights into product decisions.
- Maintaining a weekly-updated Dovetail repository, tagging and organizing insights, notes, and recordings to ensure long-term reusability.
- Developing a dynamic customer journey map that evolved with ongoing research and supported strategic discussions across product lines.
- Working closely with the developer to build the beta version
We developed a completely new solution from scratch, continuously shaping it through learning, exploration, and user feedback. This required a high level of flexibility and close collaboration within a space full of uncertainty.
The product surfaced invaluable insights the users never expected to access. We had to build trust and design an intuitive experience that clearly conveyed the value of something they didn’t anticipate having.
Constraints
Creating a breakthrough, innovative product came with a unique set of challenges:
Project impact
The product successfully advanced from discovery to beta phase, signaling strong validation and growing customer interest.
eynat.pikman@gmail.com
+972-52-5866151
Smarter Bidding Decisions for Marketers:
A Breakthrough Product
Overview
User acquisition marketing campaigns often operate using a bidding system. A limited amount of advertising space is available on various platforms, and multiple app companies compete for this space to reach potential users. To get their ads seen, they place bids indicating how much they’re willing to pay for impressions or clicks. Platforms typically prioritize ads from higher bidders, increasing their visibility to the desired audience.
Problem statement
Marketers aim to maximize profit but struggle to optimize ad campaigns due to limited visibility into competitors' real-time bids. This forces them to rely on expensive trial-and-error methods that also waste significant time. There's a clear need for a better way to support smarter decisions and improve campaign performance.
Users
Marketers who measure their ad campaign performance across multiple ad networks.
Solution
The solution was a breakthrough, innovative product that redefined the campaign performance space. It delivered a tactical optimization tool that enabled marketers to make informed bid and budget decisions by providing visibility into competing bids, along with clear, actionable insights.
Opportunities for optimization
Marketers access this page to discover insights tailored to specific campaign granularities. It curates actionable business and campaign opportunities, significantly reducing the time spent analyzing data.
The product guides them to the most relevant opportunities, aligned with their business goals.
Opportunity analytics
(What-if simulation)
On this page, marketers can simulate campaign scenarios to explore optimization questions. The tool offers actionable recommendations for adjusting bids and assessing potential business opportunities.
This hands-on experience helps users build trust in the product; they can see the actual numbers, test different bid amounts, and understand the potential impact of their decisions.
Role and responsibilities
As the UX researcher and expert, I was responsible for executing the iterative research sprints and designing the product. This included:
- Collaborating closely with the product manager to define key assumptions and research questions for each sprint.
- Continuously ideating and prototyping solutions in rapid cycles, generating multiple design options to test assumptions and gather feedback.
- Leading and participating in weekly interviews with design partners to validate hypotheses and uncover actionable insights.
- Running debrief sessions with the product manager after each interview to synthesize findings, spot patterns, and translate insights into product decisions.
- Maintaining a weekly-updated Dovetail repository, tagging and organizing insights, notes, and recordings to ensure long-term reusability.
- Developing a dynamic customer journey map that evolved with ongoing research and supported strategic discussions across product lines.
- Working closely with the developer to build the beta version
We developed a completely new solution from scratch, continuously shaping it through learning, exploration, and user feedback. This required a high level of flexibility and close collaboration within a space full of uncertainty.
The product surfaced invaluable insights the users never expected to access. We had to build trust and design an intuitive experience that clearly conveyed the value of something they didn’t anticipate having.
Constraints
Creating a breakthrough, innovative product came with a unique set of challenges:
Project impact
The product successfully advanced from discovery to beta phase, signaling strong validation and growing customer interest.
eynat.pikman@gmail.com
+972-52-5866151