Situation:

Hulu’s Enterprise Design team was tasked with launching Hulu Ad Manager, a self-service platform enabling small businesses to create and manage ad campaigns. With an underdeveloped design system (Trek) and tight Go-To-Market deadlines, the team needed to improve the user experience for both internal tools and external-facing interfaces, particularly in the campaign builder.

Task:

As the lead designer, my role was to optimize the UX/UI of Hulu Ad Manager, focusing on critical aspects like the campaign builder, onboarding flows, and overall user journey. I was also responsible for aligning the design system with Hulu’s brand identity and integrating marketing creatives to support the launch. The objective was to reduce friction in ad creation for first-time users and increase overall platform engagement.

Action:

I collaborated with cross-functional teams and utilized data-driven methods to refine the design:

• Conducted A/B testing to compare onboarding flows, reducing user drop-off by 22%.
• Performed usability surveys with 50 beta testers, which revealed confusion in campaign setup. Based on this feedback, I redesigned the campaign builder, simplifying navigation and reducing user errors by 30%.
• Introduced a new dashboard layout that improved the visibility of key metrics by 16%, based on feedback from internal stakeholders.
• Designed a marketing landing page that increased sign-ups by 18% in pre-launch campaigns, verified through heatmaps and click tracking.
• Integrated the Trek design system into the Hulu Ad Manager interface, ensuring consistency with Hulu’s overall brand guidelines and future scalability.

Result:

Post-launch metrics highlighted significant improvements:

• Usability surveys conducted after launch showed a 37% increase in user satisfaction, particularly with the campaign builder, as users reported faster task completion times.
• Average campaign creation time dropped by 28%, according to internal data tracking tool Mixpanel.
• The platform saw over 250 new businesses sign up within the first three months, surpassing the target by 11%.
• Hulu Ad Manager’s onboarding process achieved a 31% improvement in completion rates, directly tied to the design enhancements made based on A/B tests and user feedback.

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