Optimizing the Campaign Creation Process for Suppliers

UX Case Study•Senior Product Designer•E-commerce Ads Team

01Project Overview

Problem Statement

The existing Campaign Creation Process was built on a legacy tech stack, which led to complex workflows, usability issues, and supplier frustration. The goal was to redesign this process into an efficient, intuitive, and scalable experience that improved campaign setup while reducing errors and cognitive overload.

Timeline

3 months (Q4 2024)

Team

1 Product Designer (me), 1 PM, Engineers

Tools

Figma, Miro, UserTesting, Alida, Docs, Sheets

02My Role

As a Senior Product Designer, I led the end-to-end design process, from research and ideation to prototyping, user testing, and final handoff to engineering.

My responsibilities included:

✓Conducting stakeholder and supplier research to uncover pain points
✓Designing multiple high-fidelity prototypes in Figma
✓Facilitating design walkthroughs with stakeholders to refine concepts
✓Running user testing with suppliers to validate the final design
✓Collaborating with engineering and product teams to ensure seamless handoff for development

03Design Challenges & Goals

Key Objectives

•Streamline campaign creation to reduce friction and cognitive overload
•Improve navigation and information hierarchy for better usability
•Optimize the "Add Products" functionality to enhance efficiency and decision-making

Guiding Principles

SMART

"I can complete jobs with less effort."

TRANSPARENT

"I quickly understand and learn."

EFFICIENT

"I spend more time on what matters most."

EMPOWERING

"I confidently make decisions."

04Research & Discovery

Understanding Supplier Pain Points

To align our solution with supplier needs, we conducted stakeholder interviews, supplier surveys, and competitive analysis. Key pain points identified:

🔴Cognitive overload: The previous long-form campaign setup overwhelmed suppliers with too many options at once.
🔴Lack of clarity: Suppliers struggled to understand targeting settings and product selection.
🔴Inefficient workflow: The process lacked flexibility, requiring excessive back-and-forth navigation.
🔴Errors and confusion: Suppliers frequently made mistakes, leading to campaign failures and support requests.

Competitive Benchmarking

We analyzed competitor platforms like Amazon Ads and Walmart Connect to understand industry best practices for campaign creation UX.

05Design Exploration & Iterations

Based on research insights, I explored two primary campaign creation flows:

1Full-Page Long Form

(Legacy Parity Approach)

Pros:

• All settings visible at once
• Minimal navigation required

Cons:

• Overwhelming for new users
• Higher risk of errors

2Progressive Accordion Flow

(Chosen Solution ✅)

Pros:

• Step-by-step guidance
• Reduced cognitive load
• Easier error prevention

Cons:

• Requires more clicks but improves task focus

Final Decision: 🏆 Accordion Flow was selected based on walkthrough testing with stakeholders and usability feedback from suppliers.

Addressing the 'Add Products' Functionality

One of the critical interactions was how suppliers add products to their campaign. We explored three key design solutions:

🟢1. Popup Modal with Product List

✔ Focused task completion
✔ Saves space in campaign flow
✖ Interrupts workflow, potential progress loss

🟡2. Tabbed Section

✔ Keeps workflow contained
✔ Easy switching between adding and reviewing
✖ Requires toggling between tabs

🔵3. Side-by-Side Grid (Final Choice ✅)

✔ Seamless add + review experience
✔ Reduces task switching
✖ Requires effective responsive design

Final Decision: 🏆 Side-by-Side Grid was chosen based on supplier feedback, providing the best balance of visibility and efficiency.

06User Testing & Validation

To validate the new campaign creation experience, I conducted unmoderated user testing with suppliers.

Key Insights from Testing

✅80% of suppliers found the accordion flow easier to navigate.
✅90% preferred the side-by-side product grid over the modal and tabbed views.
✅Error rates were reduced by 40% compared to the legacy form.
✅Suppliers felt more confident setting up campaigns with guided interactions.

07Final Outcome & Handoff to Engineering

🎯The accordion-based Campaign Creation Process was finalized in Figma and reviewed with stakeholders.
🎯The side-by-side product grid for adding products was implemented for clarity and efficiency.
🎯The design was handed off to engineering for development in the winter cycle, with detailed documentation and specifications.
🎯Created a channel for communication to address UX discrepancies during QA and testing.