The Ad Wiz

Smart platform for digital marketing
Automated, AI-powered cross-device platform that designs advertisements and helps maintain user's digital marketing. Its unique technology allows it to offer affordable prices, making professional digital marketing accessible for micro-businesses around the world.
Done in colaboration with Shlomi Atia

Business goals

  • Designing an MVP for the creation and management of Facebook and Instagram advertisements

  • Collecting data from users for future improvements

  • Encouraging the users to register for an annual fee

Challenges​

  • Making the marketing world accessible to inexperienced users, with a simple and friendly process

  • Rethink, reduce, and reorder the onboarding stage, from registration to launching the first campaign

Business model

Professional marketing starts at $50 an hour* and can skyrocket. For a small business, this is a big investment, as the average marketing budget is around $500 a month.

Project workflow
User research
Personas
User journey
Architecture
Usability testing
Wireframes
Before we started 

Users set up their profile by answering questions and uploading visual materials for their campaigns, as part of the existing pre-launched desktop product. 

Current system features:​

  • Long and dreadful questioner.

  • Many open questions.

  • Not informative.

  • A lot of unnecessary text.

Users research

Insights regarding of micro-businesses marketing needs.

1.

Learning marketing adequately requires a lot of time and effort

2.

Most small businesses cannot afford a long-term marketer

3.

The smartphone is the main tool for a small business owner

"I used to advertise the business online, but the time it required of me was too great and did not pay off."

4a.

Everybody has a Facebook business page

4b.

Creating a Facebook business page within the system is an unnecessary feature for the MVP stage, contrary to entrepreneurial requirements.

Personas - Meet Dana & Asa 

Based on our user research we have created personas that represent two different usage scenarios:

Dana, 31
Yoga instructor
  • Looking for returning customers

  • Very active on Instagram, has a  Facebook business page

  • Invested in an online campaign in the past, but the results were unsatisfactory

Everyday tools

Social networks  Presence

Digital marketing  Experience

/ 10

6

/ 10

8

  • Looking to expand his customer base

  • Usually, the business is advertised by word of mouth

  • His son maintains the business' Facebook and Instagram profiles

Everyday tools

Social networks  Presence

Digital marketing  Experience

Asa, 56
Catering owner

/ 10

1

/ 10

5

User journey

We found two main pain points (        ) that arise from the process:

  • Profile set up-  Long and tedious step and can make the user nervous, impatient, and hesitant.

  • Payment- Don't we all think twice before reaching our wallet?

Next, we concentrated on the Profile set-up stage, trying to neutralize any emotions that arise in the user.

Usebility testing

Wizard or chatbot, which will be better for The Ad Wiz users?

We compared the two methods using three indicators: benefit, satisfaction, and efficiency as our experiment participants answered 10 questions regarding the nature of their business and ideal customer.

Introduction

Chatbot

An intriguing method that shows potential for answering closed questions in a chat format.

Wizard

Classic and simple- Each closed question got its own screen. The 'next' button becomes the user's best friend. 

Satisfaction

(35%)

Some loved it, some hated it and it's human-like (but not quite) behavior.      A chatbot is clearly not everyone's cup of tea. 

Well, wizards are not that thrilling, that's true, but all the users showed great satisfaction from its simplicity and visual elegance. 

Benefit

(20%)

The questions on both platforms were identical and the users were able to complete the questionnaire adequately. 

Efficiency

(45%)

Here the chatbot clearly failed to impress. Every time a user gets a question wrong and has to go back, the bot presents the previous question again on the bottom of the screen. This results in a bad sense of orientation as the two questions repeat twice.

In this division, the wizard won big. Not only did the users complete the step faster, but it was also clear that they were performing it with less mental effort.

The look

The Takeaway

  • Wizard method is better for our users 

  • Surprisingly, questions about the ideal customer, gave small business owners confidence to continue forward. thus, we reorderd the questions in the "Profile set-up".

Architecture

Campaign set up

Managing platform

Profile set up

Profile set up

Campaign set up

Managing platform

Business Quiz

Sign Up

Landing Page

FB Business Page Select

Detail Confimation

3-6 Questions

Ideal Customer

3-6 Questions

Approve Payment

Approve Campaign

Preview & Confirm Ads

Create Campaign

"Profile set-up Completed"

New Campaign

3-6 Questions

"Campaign Launched"

Edit Ads

Set Campaign Objectives

"Creat Campaign Later"

Home

Campaigns

Gallery

Updates

 
Wireframes

Selected wireframes from the project.

Business Page synce

To facilitate the information entry stage, the system will import data, photos, and videos from the business's Facebook page. All that's left for the user is to confirm the details.

FB business page select
Landing page
Details confirmation
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Wizard Questionier

Each question gets its own page. Throughout the process, we aimed for a clear and uniform design.

Feedback Screens

Located between each set of questions, providing positive feedback and information about the next step.

Ideal Customer

Following the usability tests, this set of questions is characterized as encouraging. In order to increase motivation to continue and formulate a confident user,  its location set in the middle of the process. 

Profile set up

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Set Campaign Goals

The recommended option- "Let The Ad Wiz do its magic" (process automation). 

Advanced option- for users who want to set the parameters themselves.

Campaign Preview

Facebook Ads created automatically based on the information entered by the user and the visual materials found on the Facebook page.

The pink caption indicates that the ads were cleverly created for the business in order to strengthen trust in the automated system and highlight their quality.

Campaign set up

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Managing platform

Home Screen

The "Tips & Tasks" located on the home screen so that the user understands that the system can serve him beyond automatic advertising - it shows him real-time feedback on which posts and which images are more successful among his clientele. This creates a more consistent relationship between the system and the user.

 

The tasks can also be seen in the "Schedule" view.

Campaigns Screen

Displays in a simple and clear manner data of the campaigns that are active. Tapping a campaign tab will allow the user to see more information and make changes.

After a few days, when the campaign has undergone an optimization round, a message will appear stating this.