IAS, a leader in digital ad verification, approached us to design a comprehensive website to educate and build trust with their core customers and intuitively guide them to information that best matches their goals.
WHO IT’S FOR
World’s leading brands, agencies and publishers
MY ROLE
UX Design
Competitive / UX Audit
Wireframe
OPPORTUNITY
IAS specializes in ensuring that ads are viewable by real people in safe environments. Ad verification is a crowded market and IAS had the opportunity to bring their brand story to life and showcase what makes them the industry leader through their data-driven technologies with actionable real-time insights.
APPROACH
Utilizing user’s stories and key jobs to be done, I conducted a UX audit to set the standard of what is good UX, who in this space is doing it well and what can we learn from our competitors. This drove the direction of how the site can be redesigned. Leveraging content strategy, I created wireframes to define the structure of the site functionality, interactions and visual layout.
Goals for IAS website redesign
Create a comprehensive website that educates users and showcases the IAS brand story.
Clearly and simplistically show IAS’s service offerings, ad-verification solutions and how all user needs will/can be met.
Display thought-leadership, industry leading expertise, and partnerships throughout the website.
Distinctly convey IAS’s brand value and push the “WHY” (Why we’re industry leaders, why our solutions matter, why we continue to be ranked as top competitors in the industry, why you need us).
IAS Business goals
Help create a better industry for marketers, publishers and advertisers through transparent, standardized, and data-driven solutions.
To create profitable, more effective advertising campaigns and make sure ads are seen by real people.
Make sure advertisers and publishers are spending their money in the most efficient way, driving conversions and sales.
User Goals
Brands
Head of Customer Experience
Wants to strengthen brand.
Company growth and invest in technologies that help target customers and support the online and offline buying journey.
Concerned with contextual solutions and brand safety
TOP GOALS
Gain real time access + visibility into all customer data
Target and track the full customer journey & identify which channels contribute to sales.
Improve tech stack to keep up with latest marketing innovations.
Publishers
EVP Marketing Ops + VP Audience or Biz Dev
Providing safe brand environment to advertise in, serving their ads to humans not bots.
Client concern for brand safety, ad fraud, and ROI
Both agencies and brands are concerned with partnerships.
TOP GOALS
Meet profitability goals for impressions: measure the success of an organization, particular activity, achievements, and operation goal.
Increase advertising sales by ensuring brand safety to partners
Get full visibility into advertisers inventory needs
Identify acquisition potential
Get ahead of protection regulations
Agencies
Media Director / Ad Verification
Not fans of verification companies
Main concern is building trust
Keep up with the latest advances in media-related technologies
Meet with partners to learn about new market trends and capabilities
TOP GOALS
Build strong relationships key social platforms
Increase transparency and accountability of media inventory and reporting
Improve data cleanliness and applicability
Tie ad exposure to in-store purchases (location-based tracking)
UX AUDIT
Setting the table for what’s good UX
Before I presented recommendations and audti findings to IAS, it was important to align and tell the story of what good UX is.
AUDIT FOCUS AREAS
Defining audit focus
Afterwards, I correlated best UX practices to the specific areas of focus that we evaluated for the IAS experience.
BUSINESS & DESIGN GOALS
Aligning business and design goals
I divided the audit into two areas that aligned with IAS' central objectives. We prioritized these areas as we progressed into the strategy and design phases.
COMPETITIVE AUDIT
Key competitors in the space
Defining the gaps and what is successful in their competitors sites was key to shape IAS’s areas of opportunity and drive the design direction of their site.
BRAND & VISUAL AUDIT FINDINGS
Consistency and impact of overall look and feel
Evaluating the look and feel of the former IAS website, we saw the opportunity to develop their overall style guide and create a UI Kit for them.
EXPERIENCE AUDIT
Usability, efficiency and effectiveness of their existing site
Taking a look at the (former) current state of IAS’s website in the areas of navigation, calls to action accessibility and mobile experience to further define opportunity areas.
SUMMARY OF OPPORTUNITIES
Recommendations for brand and experience design.
SITE STRUCTURE
Content strategy & sitemap
While I worked through competitive/comparative audits and site recommendations, content strategy and sitemaps were being developed within our multi-disciplinary team.
IAS wireframes prototype
Tools Used: Figma
From wireframing to detail design and development
Once the foundation of wireframing was finalized, I collaborated with our creative lead who developed a robust UI Kit. Together we collaborated and communicate interactions/micro-interaction notes to our development teams to to ensure the best possible experience was delivered for IAS.
Leader Visual Designer: Aline Forastieri
