Bazaar is the most famous Iranian app store. Digital marketers define ad campaigns in their panel to get more installs. This panel had been launched and working for more than a year. But our stakeholders had decided to invest more in this product and wanted to improve it, so we needed a discovery research

Main Questions

Do users have problems and pin points with our advertising service, and if so, what are they?
How do users and their companies think, plan, and decide about campaigns

Discovery research Plan

Objective: Knowing the problems and needs of digital marketers in advertising on our panel

Goal: The Goal was increasing the number of active campaigns

Method: Analytics and interview

Target group: Digital Marketing Professionals at large and medium-sized company

Process

Timeline

Analytics

As a first step, we’re investigating whether there are any significant issues hindering user engagement with campaigns. If campaign performance is healthy, we’ll then shift our focus to identifying new opportunities and functionalities.

we analyzed data to uncover our target user behavior patterns during 6 months .

We’ve observed a decline in panel engagement within our target group. This is evidenced by a decrease in campaign frequency and an increase in the time intervals between active campaigns.

Interview and Thematic analysis

3 Type of campaign

By successively analyzing the interviews, we reached three general patterns of campaign types.

Permanent campaigns profile

Main Pain Point

Achieving the desired installation rate can be a frustratingly time-consuming process, requiring constant campaign optimization.

Where in the user’s journey did this issue arise?

HMW?

How Might We help users reach the expected installation fast and effortlessly so that they can fulfill their marketing aspirations?

Smart Ad Service

Long-term

Users maintain control over campaign dates and budget and an intelligent system creates and optimizes campaign execution to maximize installation reach. This minimizes the need for manual campaign creation and ongoing optimization, reducing user effort.

Keyword planner

Short-term

We built a keyword planner that suggests relevant words based on performance data, making keyword selection faster and easier.

Keyword planner test research plan

Method: Qualitative usability test Target group: Digital Marketing Specialist – 5 Users Tool: Figma prototype Time: 2 Days

Keyword Tool Confusion: Users felt lost and unsure when entering the keyword tool due to a lack of guidance. This resulted in difficulty understanding what to type and search for within the text field.

Green bur : Selecting the words will create a green bar, which means it has been added to the campaign. Users misinterpreted this as words being added to their campaign, so we changed the color.

Time-based filtering: “All” confused users who sought time-based filtering.

Definition of value : Users didn’t trust “value” because they didn’t know how it was defined. Help and description added.

Zahra Rahimi

Advertising Discovery Research