Creative Preview gives users instant feedback and a complete overview of their creative, ensuring they have all the necessary information during setup.
Design Lead and Management, UX strategy, User research, UI design , Interaction design, Prototyping
2024 – 2025
Campaign Manager: Setup, configure, manage, monitor and optimize campaigns.
The creative setup process in Samsung Ads is highly dependent on manual input. Campaign managers invest significant time collecting assets and manually uploading them into the creative form. Research indicates that the form’s design causes delays and confusion; disorganized information often leaves managers lost in the long process and raises their cognitive load. Furthermore, there is no tool to review the final output, making it difficult for users to verify the accuracy of their inputs.
The Creative Preview Improvement began with a targeted creative form, undertaken by our team of a designer, a researcher, and me as the design lead and manager. We first researched users’ pain points and needs to inform our approach. After establishing our design concept and direction, I partnered closely with the designer on details, while also communicating our design vision to the product manager and engineers and addressing technical challenges together. Following user validation, this approach set a new standard and was extended to other creative forms. I then collaborated with other project teams to roll out the design pattern, ensuring a consistent user experience across platforms.
The design process begins by refining the form layout. We organize inputs based on the creative's components, and group them into unique sections. Improved visual design clarifies the hierarchy, guiding users to see where they began, where they are, and where they're going next. This segmentation transforms long forms into manageable sections, easing cognitive load and reducing anxiety. As users complete each section in order, they gain confidence and feel a sense of progress.
A significant issue is the absence of a review tool. The original creative preview was meant to let users see how their final creative would look. To enhance the input experience, we enable real-time interaction between form inputs and the preview, providing immediate visual feedback. Users can instantly see changes and correct mistakes as they go.
Sometimes, TV ad placements only appear after users interact with their remote controls. To address these scenarios, we've incorporated animations in the preview, depicting multiple screens that reveal ad placements in sequence.
With these enhancements, the Creative Preview tool provides interactive feedback, clear final results, and a better understanding of ad placement order. This enables users to work more efficiently, accurately, and with a deeper comprehension of their tasks.
The design of the creative preview received positive feedback from users during usability testing. Users appreciated the visual feedback for their actions and the clear display of ad placement in sequence. This proven design later inspired a consumer-facing product in the Samsung Ads ecosystem, the Creative Preview Gallery, which allows advertisers to preview their chosen creative before making a purchase. As the design concepts and inter-team consensus are aligned, Creative Preview is envisioned as a reusable module across Samsung Ads platforms. The future version of Creative Preview is expected to benefit various user groups, including internal operators, external advertisers, and marketing specialists.