The Problems

1. WordStream offers free tools to get prospects interested in trialing their core product. To get the most reach, the free tools are mobile optimized and 7% of prospects go through the free tools on their phone. However, when they start a trial, their first experience with WordStream’s core product is barely functional since it isn’t mobile optimized.

2. Existing customers finish the 20 Minute Work Week (personalized weekly data driven optimizations) and want to do more. Oftentimes they go to QueryStream, which allows advertisers to see the search queries that triggered their ads to appear in Google (or Bing) search results along with data to help them decide whether they want their ads to appear for those queries or not.

My Role

I was responsible for co-designing the flow, functionality and visuals of the prototype as well as pitching to the company in 24 hours.

WordStream experience today:

RAPID DESIGN & TESTING

We needed to move quickly to get something in the hands of our engineers. They sat with us through ideation to get an idea of how to structure the app, but we had to come up with some more solid requirements for them to move forward.

Luckily, WordStream has a great team of customer service reps who use and consult advertisers on our platform every day - we shared initial sketches with them as proxy users for initial feedback and validation.

Results

At the end of the Hackathon, we presented both our design prototype and tech demo to the company. The project was well-received, and while the company did not divert resources to begin work on a mobile app, our work led directly to two key initiatives currently underway:

1. While the effort to make our platform mobile friendly is enormous, the issue can be curbed quickly by no longer directing mobile visitors directly to a trial.

2. Our re-imagining of the QueryStream interaction was well received and is now being used as the starting point to updating our two most used workweek alerts (core to our product) that are based on the QueryStream’s data.

Below you can see elements of our reimagined workflow in designs that were implemented by another designer on my team.