Spotify Advertising
Improving Navigation for Advertisers on Spotify
Ad Studio, Spotify's Self Serve ads booking experience, launched in 2017. Since then, Ad Studio expanded into global markets, built various ad formats, and made it possible for teams to collaborate within the platform.
Ad Studio's navigation was sparse, burying critical user tasks and leading to low completion rates. We set out to improve the Ad Studio user experience and prepare the product for upcoming waves of innovation.
The circuitous routing of 1XY creation and reporting was keeping advertisers from using many of Ad Studio's new, powerful features. Unpredictable interactions created confusion, reducing the likelihood of successful task completion.
Our hypothesis was to expose clear paths to actions within Ad Studio’s top 3 behavioral modes to enable better wayfinding, team collaboration, and task completion by improving navigation across 1st and 2nd-level surfaces.
Initial evaluation of existing Ad Studio Site Structure
Identifying key tasks per behavioral mode
UI Exploration of new navigational concept - adding new navigation items for Behavioral modes like Create, Manage, and Report.
Information Architecture that was tested via tree test
Initial evaluation of existing Ad Studio Site Structure
Identifying key tasks per behavioral mode
UI Exploration of new navigational concept - adding new navigation items for Behavioral modes like Create, Manage, and Report.
Information Architecture that was tested via tree test
Initial evaluation of existing Ad Studio Site Structure
Identifying key tasks per behavioral mode
UI Exploration of new navigational concept - adding new navigation items for Behavioral modes like Create, Manage, and Report.
Information Architecture that was tested via tree test
- Information Architecture Analysis
- User Research
- Design and Content Ideation
