AdTheorent

AdTheorent’s product team asked us to step in and improve the UX of their platform and introduce new product features.

Overview

AdTheorent is switching from having an in-house team conduct advertising campaigns for clients into providing a self-service SaaS product for customers to operate themselves. They had market research done to compile information and input on where they could outperform their competition. Studio Simpatico came to rethink and redesign their product and ensure an easy user experience.

APPROACH

Predictive advertising and ad tech itself is a highly specialized area that won’t make sense to any novice. So even though AdTheorent’s in-house team could make sense of their product; it’s the media buyer or account executive at Coca-Cola, who could feel like they’re learning Japanese, that need the new self-service product has to easily operate and not want to work without. We worked with AdTheorent’s product team to help define what they currently were and what they wanted it to be.

To holistically understand AdTheorent’s platform, we conducted deep dive sessions to establish what was working, what wasn’t, and what simply needed a tune-up for each user flow (i.e. creating a campaign, building a report, applying retargeting). After each session, they articulated everything they wanted to build in a PRD (product requirements document) and we created wireframes and mockups.

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