Spring 2016
Employer / Client:
Frankly Inc.
Project Role:
UX Designer
Define
Ideate
Prototype
By 2016 the local advertising team transitioned into a three person design team. The team required rapid deliverables of directory pages and landing pages for advertising clients on a daily basis. The method available with Frankly's content management system also limited the need for multiple devices to view these custom advertisements.
The first step was a total review to the past directory pages created by the team in 2015. Through direct client feedback and google analytics we able to discover users were drawn to the first few advertiser above the fold of the page. This limited the remaining advertisers who were further below the fold.
In order to remedy the problem we gathered a collection of screen captures for review. In comparison with the analytics data we chose to include a category filter above the fold on desktop. We also added static images of the local regions within our clients advertising location. This allowed users to focus more on the businesses local to their own location by excluding the advertisers of little interest. Since each campaign include a TV spot in their package the branding had to mirror that of each local advertisers branding as well.
Through our content management system I was able create the visual designs and assist in the improvement of the code for rapid production. This streamlined the time team members could construct a directory page from a week down to 2-3 work days.
This project required direct client feedback, team collaboration on the user experience and construction of the new directory page with the use of open source assets.
Through white boarding and mid fidelity designs the UX was planned for the inclusion of multiple clients, randomizing order and updating patterns for responsive design. Through the use of a content management system and custom code the team was able to create a boilerplate and templates for rapid delivery. Languages included HTML,CSS and a couple Javascript frameworks.
By the end of the process the local advertising team had templates and to reuse for rapid sites. Through the need of short turn around times we were able to maintain campaigns for multiple stations within the Worldnow/Frankly company. Stackholders were grateful for the modernization of their campaigns to drawn in new advertising clients.
Clients were also satisfied having an internet presence without the need for hosting their own business website. Local businesses gained the ability to share their campaign URL's to local patrons during public events and social media. The benefit of being mobile responsive was an addition to advertising campaigns for Frankly's own new clients.
