WeTransfer
Driving UX Strategy, Workflows & Data within the Advertising team.
Role: Design/Creative Manager, UX Initiative Lead
Activities: UX Research (Quant/Qual), UX Strategy, Change Management
Tools: Figma, Maze, Userzoom, Reveall
Client: WeTransfer
Length: 1.5 year
The Advertising team was ready for some UX action. I was given the opportunity to set up internal projects as part of the UX Research & Data initiative with the goal to optimise the user experience of WeTransfer’s Ads while balancing user, client and business needs.
My Role
During this trajectory my main challenge was related to process: applying UX principles, introducing UX metrics, using quantitative and qualitative methods, facilitation of workshops, crafting a strategy, organising a team of multiple people, aligning stakeholders and beginning to establish routines, resources and data bases to set up a research repository.
Setting up design systems, guidelines, and research for better collaboration.
As the team was rapidly growing it was crucial to become more systematic in our approach. To improve efficiency we created client specific design systems, specs guidelines, templates and proposed A/B tests for clients so this would provide a smooth collaboration between teams resulting in increased investments from the clients.
Facilitating workshops and fun sessions about to educate the team about UX research.
I held regular team workshops with the design team in FigJam and Miro to advocate the value of UX research in advertising. The goal of these sessions was to educate and encourage designers to be user advocates so we can keep the right balance between client, business and user needs and optimise for better results.
Exploring a more efficient way to leave feedback and measure attitudes.
Users often didn’t know where to leave their feedback for Ads and wallpapers specifically. We wanted to gain insight into how users feel about the ads, introduce attitudinal metrics and lower the threshold to give feedback and collect a large scale sample on how users experienced a specific ad or campaign.
Crafting a UX vision and strategy to lead the teams.
To prove more value to their clients and users I developed a strategy based on research into the original situation and outlined a plan and roadmap with actionable steps to achieve the desired growth to avoid working in siloes. Together with the Ad tech, Engineering team and Design studio we had to agree on the metrics that matter and collaborate closely.
An accessible platform for users of all abilities.
We teamed up with an external party specialised in accessibility so we could make the wallpapers more accessible for users that are sensitive to motion, use screen readers or have hearing disabilities. I was given the opportunity to set up the beginning of this project and was responsible for briefing the external party.
Understanding user perception on ads and brands.
Next to tracking a lot of performance metrics we wanted to know the perception of ads in general. We set up a survey to gain deeper understanding of our free users and how they feel about the brands WeTransfer collaborates with.