XING Ad Manager - Tracking pixel
Research and Design
Nov 2023 - Mar 2024
The Problem
Advertisers on XING AdManager struggled to measure ad performance accurately, with limited tools to track user interactions that lead to conversions. A tracking pixel is a tiny, invisible piece of code embedded on a webpage that gathers data on users’ actions, like page visits, clicks, or form submissions. This data helps advertisers better understand how users interact with their ads and website, offering a chance to improve targeting and ad performance. Without this functionality, advertisers miss out on crucial data, which limits their ability to refine their campaigns.
Research and Planning
To design a solution aligned with real user needs, we began by conducting surveys and speaking with stakeholders, including the sales team. We aimed to understand users' current methods of tracking engagement and assess their interest in tracking pixel functionality. These discussions brought out critical insights into the events users found most valuable, such as sign-ups, page views, adding items to cart, and lead conversions. This initial research laid a strong foundation, helping us focus on building impactful, user-friendly features that advertisers could implement with ease.
Insights from the research
Tracking pixels were one of the most requested features, showing strong interest among customers.
Existing use of conversion metrics: 67% of survey respondents use conversion metrics on other platforms, indicating a clear demand for similar tools within our system.
Top-Tracked events: The most popular events users want to track include sign-ups, button clicks, and page views.
Key insight: These findings guided our design focus, prioritizing high-impact and user-friendly tracking features aligned with customer needs.
Key opportunities
Insights from our research highlighted three primary opportunities:
User-Centric tracking: Providing advertisers with customizable tracking options.
Enhanced conversion data: Enabling advertisers to analyze ad impact and ROI.
Competitive differentiation: Matching industry standards with robust tracking capabilities.
Competitor Analysis
To shape our tracking pixel feature, we reviewed competitor platforms to understand existing trends and identify best practices. Many platforms offered tracking capabilities but were often hampered by complex setups, making implementation challenging for users. Competitors that provided clearer guidance and flexibility in event selection delivered better user satisfaction. These insights influenced our design choices, leading us to prioritize simplicity, customization, and straightforward metrics reporting.
Collaboration and Storyboarding with Stakeholders and Developers
Collaborative storyboarding workshops allowed us to align our vision with both technical feasibility and business needs. Together with stakeholders and developers, we mapped the end-to-end user journey from setup to data interpretation, creating a smooth flow and addressing technical challenges early in the design process.
Low fidelity wireframes
In the sketching phase, our focus was on creating a clear and straightforward design. We aimed to develop a minimum viable product (MVP) that would allow us to gauge user engagement effectively. By prioritizing essential features, we could gather valuable feedback on how the tracking pixel was being utilized. This iterative approach would enable us to refine the product based on real user interactions and preferences, ensuring that we meet their needs and enhance the overall experience.
Visual design
Onboarding - To ensure a smooth setup, we included a comprehensive onboarding tutorial, along with tooltips and a detailed FAQ section. This guidance helped users navigate the setup process effortlessly.
Pixel Setup - The setup itself was streamlined into three simple steps: adding the tracking code to the website, selecting the events to track, and enabling the pixel while creating the campaign. This clear and concise approach empowered users to configure tracking with confidence, making the process straightforward and efficient.
