Situation
The company: Propeller Ads is a global ads network (12+ billion ad impressions daily, 195+ GEOs).
Context:
I managed an ad templates maker for account managers. The product was intended to create ad templates, simplify the design process, and perform tests and experiments.
I had to analyse the current state of the product (that was rather an MVP than a full-fledged product) and understand how to develop it.
Task
I had to:
- Create the product’s vision, mission, strategy, and roadmap.
The key metrics I was targeting were:
- Decreasing the time to create a single ad creative,
- Increasing the company’s profit by providing a simple solution for designing creatives with higher CTR.
Action
- I performed customer discovery (user interviews, market analysis, etc.),
- I studied recommender systems, and Machine Learning systems.
- I collaborated with Data Analysts, Data Engineers, Data Scientists, Engineering Teams, etc. to define MVP and develop it further into a full-fledged recommender system.
Results
My team and I created a strategy for the ad templates maker. During several product discovery iterations the ad templates maker:
- Decreased the time to create a single ad creative,
- Increased the company’s profit by leveraging data to build better-performing creatives.
Period
Around 2016-2017
