Sabrina Jiang's Portfolio
Product designer | Product Design manager
Keyword Selector
Amazon Advertising | 2019
Keyword selector is the most crucial component in campaign creation where advertisers select keywords and set bids to execute their campaign strategy. We’ve received and observed many pain points from the previous experience.
I redesigned the keyword selector to solve all top priority pain points and simplify the complicated business requirements. The data shows that the new design increased the number of keyword adoption in campaign.
BEFORE
AFTER
Key responsibilities and achievements
Initiate the project
The UX researcher, PM team and I standardized a process to collect and prioritize usability issues. This helped us identify and escalate the top advertising pain points and therefore identify the opportunity to initiate the project.
Explore directions
I was able to quickly deliver low-fidelity mockups for different directions and present it to stakeholders and leadership. These mockups helped us to clarify the direction and feature scope for the future launches.
Deliver and test design
I delivered high-fidelity mockups and design specs that solved all top priority pain points and created a fully functional prototype to conduct usability tests. During the tests, we observed that advertisers easily understood the new design and it improved the efficiency of the keyword selecting process.
User analysis
Small business owner
Low budget without clear strategy
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Add suggested keywords with suggested bids
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Eliminate expensive keywords
Marketing manager
Enough budget to run experiment
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Add a lot of broad suggested keywords with a fixed bid
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Add frequent-used keywords based on experience
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Run campaign for a month and adjust keywords and bid based on performance
Professional advertiser
High budget with mature strategy
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Maintain a keyword pool with appropriate bid in a spreadsheet
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Import the spreadsheet
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Review suggested keywords, add new keywords with higher-than-average bid
Design deliverables
Lo-fi exploration
Prototype to show interaction and conduct user test
Hi-fi design and case documentation
