AUDIENCE HUB
Loblaw Companies Ltd - Toronto, Ontario, Canada
With Audience Hub, Loblaw equips brands with the tools to deliver relevant and data-driven campaigns, enhancing the customer experience by aligning advertisements with purchasing behaviors.
OVERVIEW
The aim of this initiative was to redesign the audience creation tool within the Media Aisle application. The objective was to deliver a smooth, efficient, and visually engaging experience for users, while ensuring the application remained intuitive enough to navigate complex workflows like the query builder, all while aligning with the business's objectives.
The redesign process focused on providing a seamless transition from the legacy product, integrating and enhancing features effectively, simplifying complex workflows, and consolidating redundant functionalities to boost usability.
ROLE
Product Designer
INDUSTRY
Programmatic Advertising
SKILLS
PRODUCT DESIGN
UI/UX DESIGN
DESIGN SYSTEM
COMPETITIVE ANALYSIS
DESIGN QA
TOOLS
FIGMA
MIRO
JIRA
OUTCOME
140% INCREASE IN ACTIVE USERS
70% QUICKER TASK COMPLETION
COMPETITIVE ANALYSIS
Conducted a competitive analysis of leading audience-building tools to identify gaps and opportunities in user experience, functionality, and positioning.
AUDIENCE QUERY BUILDER
When we set out to redesign the audience building tool, the mission was clear: create an experience that was not only powerful and flexible, but also intuitive enough for users to navigate with confidence. The original tool was functional, but it demanded too much from the user, too many clicks, too much thinking, and not enough visual feedback. I led the redesign with a sharp focus on usability, clarity, and visual appeal. The goal was to make the audience creation process intuitive and visually appealing. The result? A tool that didn’t just look better, it worked better. Users could now build audiences faster, with fewer errors, and a lot less frustration. And the data told the story loud and clear: active users shot up by 140%, growing from 51 to 120.
CREATE AUDIENCE FLOW
The original workflow was slow and complicated, taking users up to 10 minutes to define and segment their target audiences. It lacked the flexibility and clarity users needed. I redesigned the experience to be intuitive and efficient, enabling users to easily include or exclude segments with real-time filters and visual feedback. The result was a 70%+ faster completion that cut task time down to just 1–3 minutes.
PERFORMANCE REPORTING
Users needed a way to make sense of their performance data quickly and clearly. I designed a Performance Reporting tool that enabled users to analyze key metrics, monitor progress, and extract actionable insights from their data, presenting information in a way that’s easy to understand at a glance. This allowed a user to get attribution reports of their audience with a click of a button.
AUDIENCE CATALOGUE
Displaying large datasets in a table might seem simple but when users struggle to scan, sort, or find what they need, it quickly becomes a pain point. That was the challenge I set out to solve. I designed a clear, efficient, and visually engaging table layout that made navigating large data sets effortless. By improving hierarchy, spacing, and interactions like sorting and filtering.
AUDIENCE DEMOGRAPHICS
In the legacy version, there was no easy way to view audience demographic data in real-time. I designed a new audience demographics sidebar that provided users with real-time insights, allowing them to filter and explore data seamlessly without leaving the page. By focusing on clarity, hierarchy, and intuitive navigation, I created a tool that empowered users to make data-driven decisions faster.
HI-FI PROTOTYPING / USABILITY TESTING
To bridge the gap between concept and development, I developed a high-fidelity prototype that provided stakeholders and product owners with a realistic preview of the final product. This prototype became a powerful tool for communicating design intent, showcasing user flows, and gathering targeted feedback before development began. I conducted usability testing sessions with target users to validate key interactions and uncover pain points early on. By bringing the design to life with interactive elements, I was able to quickly identify potential issues, make targeted fixes to streamline the flow, and ensure alignment on the overall vision. The general flow proved to be viable and user-friendly after iteration.
