Target
Digital media advertising campaign management tool
User Research / UX Strategy / UI DESIGN / PROTOTYPING / USER TESTING
BACKGROUND:
I was brought on to help manage Cerebro, an internal product that leverages Target's Guest data to build custom audience segments and objective-optimized marketing campaigns.
Additionally, I was tasked to integrate a CaaS (creative as a service) into Cerebro as an in-product add building feature. CaaS provides Target’s external parters a “one stop shop” for Product advertisement.
PROBLEM:
Provide an end-to-end marketing service that leverages Target's data, 3rd party insights and creative assets to inform content automation and distribution.
Capabilities to include: -Content Sync -Dynamic and Creative Automation -Distribution
OBJECTIVES:
An user interface that provides the following:
Creative Ad Tagging - Ability to implement click trackers and 1x1s
Uploads - Ability to upload creative or creative elements that are not created in CaaS
Save - Ability to save creative work mid-stream
Review - Routing/Review Preview URL
Distribute to platform
Google Ads Manager (MVP)
DFP (Nice to have)
Ability to take CMP line item info
Build create Creative Template
300x250 Carousel unit featuring 2-5 product images
Can be leveraged across desktop and mobile
Must follow Roundel style guide and specs. Specs can be found here: Styleguide Specs
Template to include:
1. Headline
2. Product Images
3. Product descriptions
4. Background colors
5. Logos (Target or Brand)
Cerebro Media Brief Prototype - Used by Target to build media briefs for our customers wanting to advertise within targets platforms.
Cerebro Campaigns Prototype - A overview of existing and previous campaigns to manage as a CRM Tool