True Impact UX Audit
True Impact is an outdoor advertising media buying and management platform. Rich with historical, geographical, and demographic data for all operators (major and mom-and-pop) in a single tool.
Industry
Media, Advertising, SaaS
key Expertise
UX Strategy
Discovery & UX Research
Why did True Impact want the UX Audit?
True Impact had a robust platform that generally handled all aspects of managing outdoor media purchases. With a rebuild on the horizon, the True Impact team wanted to take the opportunity to level-up the user experience and design of the client platform. These improvements were intended to enable new and existing clients to be more self-service, which would allow the business to scale and increase profits.
Excerpts from the report
The full report is nearly 20-pages of details, definitions, models, and next steps. To give a sense of what’s included, below are snippets from that report.
Key Insight
Clients do not see True Impact as just a platform for sourcing outdoor media. Rather, they consider True Impact as a strategic partner. … Clients seem to feel "there is a lot of nuance” to what they’re looking to do, so their requests need to be "more of a conversation” and thus handled by a True Impact team member.
Selected Themes
① Organization, navigation, and findability
Problems
The journey a user should take through the platform is not clear.
Important tasks or next steps are buried under secondary or tertiary navigation.
Data is not grouped or correlated data in a way that is actionable or insightful for users.
The current system of organizing RFPs is not well aligned with how users work, and doesn’t do a good job of telling the user the campaign story.
There are a lot of under-utilized map features.
Recommendations
Determine a logical information hierarchy
Improve navigation functionality and flexibility
Identify common user workflows
Surface and prioritize data
② Consistency and standards
Problems
A lot of jargon or technical terminology.
Inconsistent variations of the same element in different places.
UI elements are small and densely arranged in some areas of the platform, whereas in others they are large and widely spaced.
A lot of the UIs involve nesting elements – unfolding in both horizontal and vertical directions – and the treatments (display, behavior) are not consistent.
Recommendations
Create a visual style guide
Set guidelines for where things belong in the information hierarchy
Clarify vocabulary for information and actions
Not sure where to start? Or looking to start small?
Let’s do a UX Audit. I run a quick and thorough assessment of your product and provide you with a plan of action. We can chat about priorities, trade-offs, and next steps from there.
Have something else in mind? Or not sure what you need?
I take on a variety of design work, including Product Design, User Research, and Product Strategy. I can help you and your team answer those lingering uncertain, risky questions — typically in 2-4 weeks. And within 1-2 weeks, I can help your team visualize and build validated designs.
Let’s work on something together
Design is a method for solving problems, and it’s about bringing intention to meaningful, essential change. Currently partnering with people and projects that push for a better world.