Daraz Ads Solutions
Background & Objectives
Daraz Ads Solutions are launched at the beginning of 2022, including 2 kinds of advertising options for partner brands and sellers: display ads and search ads. Since then, the product has became one of the most important revenue stream for the e-commerce platform. However, user interviews and data reports revealed that users, especially small marketplace sellers are facing difficulties understanding the purpose of the product and creating their first ad. This results in a rather low adoption rate for Daraz Ads Solutions. The aim of this project is to improve the user experience for un-educated sellers to create ads and hence increase the adoption rate.
Role & Responsibilities
2023 Lead Designer
- Derive insights from UX studies, identify the potential improvement areas and define the scope of the project
- Formulate design strategy to improve conversion and adoption rate
- Provide design solutions for search ads and display ads across all south Asian markets
- Working in a team of 2 designers to ensure the delivery and quality of the final design solution
Design Research
The team has conducted user interviews and surveys for both experienced and new sellers. The research findings show that the main reasons that stopped whitelisted sellers from creating advertisements are:
- Sellers can not understand or estimate the actual benefit of advertisements
- The creation flow of is too long and too complicated
Design Strategy
After consolidating all the research findings, I defined the design strategy and the key scope of the project:
- Educate the users
- Show effects
- Provide a one-click solution
Educate Users
Marketing jargons such as CPM (cost per mil), CPD (cost per day) are interpreted as the different ad objectives so that sellers can better understand the meaning of each option and choose the most suitable marketing options.Guidelines, link to the help center and video tutorials should be easily accessible throughout the creation process.
Show Effects
The expected results of an advertisement should be communicated to the users at the beginning. This can serve as a motive to attract users to create ads, as well as a clear guidance on the ROI of the ads options.
Provide a One-Click Solution
In order to reduce the length of the process and prevent drop-off, we made the creation flow as short and simple as possible. Instead of starting from empty forms and ask sellers to make every single decision by themselves, we provided pre-filled presets for sellers with recommended settings, so that sellers can complete the creation process with one click if they do not need to make changes.
Performance Evaluation
1 month after the launch of the UI upgrade of Daraz Ad Solutions, seller adoption rate increased from 57.5% to 65.2%.
There are other pain points that we have identified during the design process such as:
- Created ads are easily stopped due to insufficient ads credit.
- The exposure of Daraz Ads Solution is not enough on the seller centre, which results in sellers not heard of the product.
- Needs of very advanced sellers such as cross-border sellers should also be catered.
Solutions such as adding auto top-up feature and adding new entrances are explored in the next iteration
