How might we captivate users
with a new ad format that
strengthens brand identity?
AD FORMATS
2019
Lead Product Designer
6 months
Back story...
ShareChat created a new ad ecosystem to boost revenue,
starting with standard ad formats.
It took 6 months for the ad product to mature, stabilize, and achieve product-market fit with conventional ad formats.
My role
Lead Product Designer: IC (70%) + Mentoring (30%)
- Identifying areas of improvement
- Building consensus with potential new business
- Designing a new framework
- Creating various iterations
Team
- 2 Junior Product Designer
- 1 Senior Product Designer
- 1 Motion Designer
User insights
- No uniqueness
- Repetition
- Irrelevancy
- Frequency issue
Sales and Marketing team insights
- Diminishing returns
- Innovate engagement
- Boost profits
I initiated holistic research to understand the newly launched Ad's product
I divided the insights into two categories...
User
Business
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ST
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MT
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PT
Idea 1
*ST: Sales Team
*MT: Marketing Team
*PT: Product Team
Using the insights gathered, brainstormed with the
design team on ideas to gain stakeholder approval
Idea 2
Idea 4
Idea 3
Idea 5
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ST
✅
MT
🙅♂️
PT
✅
ST
🙅♀️
MT
✅
PT
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ST
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MT
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PT
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MT
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"To Create Industry First AD Formats"
Brainstormed based on the themes
User Insights
Business Insights
User Behaviour
Ad placements on the app
Ideated on
Ideas voted based on brand placement
Concept test with user
Design refinement
New AD format launched to all
BRANDS
Industry first AD formats
3D AD
Immersive - Interesting - Emphasis - Brand Offering
Image Post
Home feed
Video Post
Video Feed
Sandwich
Home feed
In Beta Testing
1
FCAP is 2
Appear once in a day
POS - Illustration / Image
2
POP-OUT Sticker
To make repetitive ad interesting
POS: Creatives for Various Brands
Politics
Family
Rapido
RMG Card
Fitness
Fitness
100%
CTR
50%
CVR
Conveying brand offering through Pop-Out Sticker
Attention to LIKE icon
3
Super Like
Engagement delight
23%
LIKES
51%
POS CTR
22%
CVR
1.8%
View To Install
40L₹
Monthly Revenue
Rail Approach
To Build Credibility
• Social Proof
• App Category
• App Offers
• 24 install campaigns
shown in 3 secs
< Least liked by users in UT
List View
Grid View
App Wall
Engagement Delight
4
5
Widget
New AD placement
8%
CTR
• Increase in revenue
• Neutral in user retention
Social Proof
• COD
• App Downloads
• High Quality
• Trusted by X users
App Ratings
• Easy Returns
Pop-Out Stickers
on Shopping Ad
5%
CTR
Dynamic Shopping Ad
6
3%
CTR
Brand feed shown
at app open
once a day
Switch between Standard feed & Brand feed
Switch between Default and
Brand navigation
Concept was well received by the marketing and product team
In development phase
Brand Navigation
7
Brand Feed
8
Summary
Defining a framework for new ad formats was challenging
A platform specific experience
was designed
Users time spent on Ad increased by 2X
brand recognition lasted among users
Every quater OKR set to create
two new ad formats
New ad formats was well received
among brands and internal teams
All new ad formats performed better
than conventional ad formats
Thank You!