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Brand Networks Co-op

Brand Networks Co-op

Brand Networks Co-op

ROLE
Product Design, UI/UX

TIME
June - August 2019

CLIENT
Brand Networks, Walmart

During the summer of 2019, I had the opportunity to co-op at Brand Networks, a digital advertising software company. I was able to work on multiple projects, including a local ad campaign management system and new features for an application for Walmart.

During the summer of 2019, I had the opportunity to co-op at Brand Networks, a digital advertising software company. I was able to work on multiple projects, including a local ad campaign management system and new features for an application for Walmart.

Modern iPhone X and Macbook Pro Mockup Vol.3 by Anthony Boyd Gra

Local

Local is a tool that allows brands to create more relevant ad experiences by localizing social media advertising. Brands can manage localized advertising on a national level by publishing cross-channel ad campaigns with localized targeting and content. Local store owners are able to quickly create posts and ads for their social channels to spark greater community engagement with the brand.

GOAL

I was tasked with designing mobile and desktop prototypes of the Local app both for sales demonstrations and to handoff to the software engineers.

KEY CHALLENGES

UNDERSTANDING SOCIAL ADVERTISING
This was my first experience with social media advertising on this level, so I needed to become acquainted with the terminology, processes, and existing advertising solutions.

LEARNING ABOUT THE USERS
To understand how to design outside of my own experiences, I had to learn about the target user's goals, pain points, and routines.

LEARNING ABOUT THE USERS
To understand how to design outside of my own experiences, I had to learn about the target user's goals, pain points, and routines.

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RESEARCH AND IDEATION

To overcome these challenges, I had to do some research. To start, I explored all existing Local materials, from the very first mockups to pitch presentations to brainstorming documents.

Next, I investigated how social media channels currently allow users to create advertisements and campaigns. I identified similarities in the steps between each as well as differences and potential pain points. I also looked at existing products with a similar purpose to Local to understand what sets Local apart.

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Facebook's campaign overview screen

Throughout the process, I asked a ton of questions. I made sure to keep asking questions, whether it was during a meeting, through Slack, or an impromptu gathering at my manager's desk to clarify what I didn't understand.

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Conference room whiteboard after a meeting to catch me up to speed on Local (left)
Desktop creative template management sketches (right)

Conference room whiteboard after a meeting to catch me up to speed on Local (top)
Desktop creative template management sketches (bottom)

Conference room whiteboard after a meeting to catch me up to speed on Local (top)
Desktop creative template management sketches (bottom)

Taking this time to research and ideate with professionals familiar with the field was integral to identifying and understand the problem I was designing to solve.

FINAL MOBILE DESIGN

The mobile version of the app focuses on local store owners as having the ability to manage and create posts on the fly is a must. The process is simplified to allow for quicker management on a store level as well as for greater control and regulation from higher-level media managers.

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Templates for every occasion.

Store owners have access to a wealth of post templates to get started on connecting with the local community.

Templates for every occasion.

Store owners have access to a wealth of post templates to get started on connecting with the local community.

Templates for every occasion.

Store owners have access to a wealth of post templates to get started on connecting with the local community.

Fill in the blanks.

All store owners need to do to start posting is fill in the blanks to create their customized post.

Fill in the blanks.

All store owners need to do to start posting is fill in the blanks to create their customized post.

Fill in the blanks.

All store owners need to do to start posting is fill in the blanks to create their customized post.

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home

Take control of local content.

The homepage shows store owners a brief overview of their channels' performance and impact while recommended actions empower them to further their engagement.

Take control of local content.

The homepage shows store owners a brief overview of their channels' performance and impact while recommended actions empower them to further their engagement.

Take control of local content.

The homepage shows store owners a brief overview of their channels' performance and impact while recommended actions empower them to further their engagement.

FINAL DESKTOP DESIGN

The desktop version of the app focuses on higher-level media managers looking to create campaigns, manage store locations, and allocate budgets. 

Data tables built for easy viewing.

The app's data tables utilize whitespace and include labels and color coding for quicker viewing and analysis of an initiative and its campaigns.

Data tables built for easy viewing.

The app's data tables utilize whitespace and include labels and color coding for quicker viewing and analysis of an initiative and its campaigns.

Data tables built for easy viewing.

The app's data tables utilize whitespace and include labels and color coding for quicker viewing and analysis of an initiative and its campaigns.

Initiative creation made simple.

Media managers can create campaigns across multiple channels with just a few clicks. The steps are broken down so it's easier to follow and the review module keeps users in the loop every step of the way.

Initiative creation made simple.

Media managers can create campaigns across multiple channels with just a few clicks. The steps are broken down so it's easier to follow and the review module keeps users in the loop every step of the way.

Initiative creation made simple.

Media managers can create campaigns across multiple channels with just a few clicks. The steps are broken down so it's easier to follow and the review module keeps users in the loop every step of the way.

TAKEAWAYS

Throughout this project, I was able to work closely with product managers, software engineers, and other designers to brainstorm and build the best experience for potential users. This collaboration and ideation was a great opportunity for me to learn about product design outside of an educational setting. I also valued the opportunity to build a product up from it's early stages.

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Walmart My Local Social

My Local Social is an application developed and maintained for Walmart that empowers Walmart storeowners to develop their social media presence. The app facilitates posting to social media channels, provides resources to learn about creating high quality content, and shows detailed performance analytics. It includes a ranking system that allows store owners to track, compare, and analyze their engagement by showing how they rank in relation to other Walmart stores.

Walmart My Local Social

My Local Social is an application developed and maintained for Walmart that empowers Walmart storeowners to develop their social media presence. The app facilitates posting to social media channels, provides resources to learn about creating high quality content, and shows detailed performance analytics. It includes a ranking system that allows store owners to track, compare, and analyze their engagement by showing how they rank in relation to other Walmart stores.

GOAL

I was tasked with designing a badge system to build off of the existing ranking system in My Local Social. Badges help "gamify" this interaction with the application, encouraging store owners to maintain their badges and ranking each week by creating frequent, high-quality posts to their social channels. Additionally, this feature update would integrate the ranking system into the mobile version of the app as it was previously only accessible on desktop.

PROCESS

After some meetings to catch me up to speed on the application, I was given a test device to explore the app and the two use cases — a single storeowner and a market manager. This allowed me to become acquainted with the app's functions and design style. Once I was familiar with the workings of MLS, I began wireframing for both use cases.

Single Store — My Store
Single Store — My Market
Multi Store
multi store select

Single store use case

Single store use case (first two)

Multi-store use case, store view opens as modal

Multi-store use case, store view opens as modal (last two)

The first iteration used emojis as badges since they are easily accessible and familiar iconography to pull from, though it didn't match the existing visual style. The data tables also showed less analytics per store so as to show off each store's badges. This was removed later in favor of providing better comparative data for store owners.

FINAL DESIGN

The final design matches the existing design style of My Local Social which uses Material Design guidelines and Walmart brand colors. While designing, I found additional Walmart brand resources — including their custom font and a collection of custom illustrations — that I utilized in the final design to help current users feel accustomed and comfortable with the new features.

Single Store — My Store

Quick overview for those on the go.

Store owners see a scannable overview of their store's ranking, performance, and the badges they have earned so they can understand their store's social media presence efficiently.

Quick overview for those on the go.

Store owners see a scannable overview of their store's ranking, performance, and the badges they have earned so they can understand their store's social media presence efficiently.

Quick overview for those on the go.

Store owners see a scannable overview of their store's ranking, performance, and the badges they have earned so they can understand their store's social media presence efficiently.

Rise up through the ranks.

Store owners can easily compare their store's performance to others in their market through the leaderboard. Arrows indicate how each store's engagement rate compares to the previous week's.

Rise up through the ranks.

Store owners can easily compare their store's performance to others in their market through the leaderboard. Arrows indicate how each store's engagement rate compares to the previous week's.

Rise up through the ranks.

Store owners can easily compare their store's performance to others in their market through the leaderboard. Arrows indicate how each store's engagement rate compares to the previous week's.

Single Store — My Market

Onboarding keeps users in the loop.

Tooltips on the store and ranking pages lead to modals explaining what badges are and how rankings are determined to ensure that users are informed about new features and updates. These screens use imagery from Walmart's Associate Brand Center illustration collection.

Onboarding keeps users in the loop.

Tooltips on the store and ranking pages lead to modals explaining what badges are and how rankings are determined to ensure that users are informed about new features and updates. These screens use imagery from Walmart's Associate Brand Center illustration collection.

Onboarding keeps users in the loop.

Tooltips on the store and ranking pages lead to modals explaining what badges are and how rankings are determined to ensure that users are informed about new features and updates. These screens use imagery from Walmart's Associate Brand Center illustration collection.

TAKEAWAYS

Working on these features for Walmart was invaluable because throughout the process, I participated in meetings with people from Walmart headquarters who provided feedback and insight into the current users. In turn, the interactive prototypes helped them better understand and visualize the final product, while also acting as reference for the software engineers to develop. This allowed for quicker approval as it was easy to understand and for quicker update rollout so current users can utilize the new features. It's rewarding to know that my work is helping users in nearly 5,000 Walmart stores across the country.

FINAL THOUGHTS

This summer at Brand Networks was an excellent opportunity for me to learn, collaborate, and grow. I was surrounded by people who encouraged creative freedom, answered my mountain of questions, and supported my development as a designer. The experience was rewarding and I'm thankful for everyone at Brand Networks who made it fun and memorable!

Also, I especially loved the occasional dog visitors!!

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Thanks for reading!

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Hey, I'm Lauren Schneider. I'm currently a Product Designer at Brand Networks.

I'd love to hear about your favorite bad font 👋🤠👍

Hey, I'm Lauren Schneider. I'm currently looking for full-time product/UI design opportunities. Shoot me an email if you're interested in working together!

I'd also love to hear about your favorite bad font 👋🤠👍

© Lauren Schneider 2020