Kwai for Business
Ads Manager that reaches an engaged audience to achieve business goals
Kuaishou has expanded rapidly in overseas market, reaching 170 million monthly active users in July 2021 with Kwai Video. Kwai for Business is the ads manager to empower overseas companies to accelerate revenue growth through video ads.
The challenges to design ad systems are twofolds. First, enterprise users take efficiency above everything, and it’s crucial to map out critical user journey to simplify the complex workflows. Second, it’s difficult to design user friendly experience to customers for AI-powered ad product.
TEAM
Calvin Qiu, W. Duan and Chen Ye
DURATION
2021.06 - 2021. 10
PROJECT TYPE
Professional, Kuaishou Technology
MY ROLE / TOOLS
UX Lead, User Interviews, Observation, Data Analytics, Sketch, HTML/Vue.js
Background
Kwai Ads Manager is a demand-side platform (DSP) that allows advertisers to buy and manage short video ads by utilizing AI technology to generate combinations of ads with their creative assets (images, videos and text) to the target audience.
Simplifying the integration of complex features such as ad creation, tracking and reporting in one interface, and making user friendly human-AI interactions are the key challenges to design the experiences of Kwai for Business.
Designing AI System of Dynamic Ad
Current UX methods (double diamonds) are effective in addressing problems of traditional system where there are only few interaction outcomes, but are less effective in UX-AI system where the ad performances evolves over time, hence, it is hard to explain how AI works to combine ad creative assets to users, and difficult to know how behaviors of users change over time with programmatic inputs.
Understanding Users
To better understand the challenges, desires, needs, and goals of Kwai Business for agents and advertisers overseas, the team sent out online surveys and conducted in-depth user interviews. These findings informed the personas and user journeys that guided through the development process of the product and provided decisions for future interactions. The core experiences include completing ad creation, view data reports, and etc.
A total of 1306 online surveys (both multiple-choice and open answer) were reports to uncover what types of core activities agents are regularly involved with, what problems they usually have during the pre/post ad deliver process. The interview were conducted with eight of our major agencies and advertisers, and sample interview questions are:
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Walk us through a typical working day. What is the time and frequency of using the platform?
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Have you encountered any difficulties and challenges of DSP? Please tell us the details.
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What functions or experiences that matter to you the most? How did you solve it?
User Journey Map
We focused on the core experience of ad creation to design the journey map based on critical insights from the user persona and needs. The user workflow later translated to the interaction and interface design of the ad manager.
Ideation
The team then quickly moved to sketch out wireframes after gaining understandings of the interaction systems and opportunities, and problems include:
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How to let users know the ad outlooks of combinations of dynamic assets?
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How to implement process of creating campaign ->ad set -> ad more efficiently?
Solution
Build on ideation, we finalized interaction details of the ad creation process. the task flow include: 1) ad set: select promotion apps, targeting, schedule & budget; 2) ad: upload video & choose from library, add multiple text of the ad, add image assets, as well as set up profile information and tracking settings.
Create Ad Set
Modularize entries for audience targeting & bid settings
Create Ad
Simplifying Human-AI Interaction for Ad Creation
Kwai Video Ad
Ad Examples of Creative Combinations
Result
Out of 752 surveys collected, 70% of users are satisfied with the product experience. The main metrics of efficient task flow, guides for AI system, adaptive performances, feedback were reached over 60%. Breakdown by workflow, operations, tool products, the experience index of different industries follow roughly the same pattern. The finance industry are mostly satisfied, while the others including game and online services have low indicators that need to be resolved for next steps.
