DeepIntent
DeepIntent is a healthcare advertising platform that enables users to plan, activate, measure, and optimize programmatic campaigns. Leveraging real-world health data, it predicts patient and HCP reach by channel and data provider.
I was brought in to enhance the existing DSP (demand-side platform) B2C interface, improving audience metrics, budget management, and accessibility for a broader range of internal customers.
Agency
DeepIntent
Role
Sr. Lead Product Designer
Services
UI/UX, B2C SME
Demand Side Platforms
DeepIntent specializes in healthcare ad sales, but clients often struggle to navigate the complex process of purchasing targeted ads. They need simple ways to sort and find specific channels, view categories of ads, understand costs, and manage ad durations, especially when working with specific budgets.
This prototype UI demonstrates how visual ads can be presented to help clients select better-targeted ad units within their budget constraints.
Most projects start by creating a wireframe to outline the interaction and overall look and feel. In this example, the wireframe is shown on the left, while the mockup pitch design is on the right.
After wireframing the concepts to include the requirements, creating mock-ups was necessary to scale the solution effectively. Through prototyping and several iterations, you can see the UI's evolutionary process leading to its final approval. I explored whether horizontal bars or tiles would scale better while maintaining visual interest. Testing color treatments versus minimalism provided valuable A/B testing insights to understand what appealed to the target audience. Fine-tuning the UI required input and consideration of the long-term goals, which ultimately influenced the final decision.
Targeted Deals UI
Mock UI Color Test
Mock UI Color Test 2
Deals and Packages - Targeted Deals Collapsed State
Premium Inventory - Ad Unit Horizontal Test
Mid Fi UI Packages White View
Premium Inventory - Ad Unit Horizontal Test
I used standard design processes from discovery through commercialization. I drew inspiration from e-commerce platforms that allow easy left-side navigation sorting. To scale this UI effectively, I designed it with sort navigation on the left and real-time content updates on the right. Display tabs at the top let users switch modes or groups of ads. I included primary and secondary action buttons in distinct colors to clearly guide customer actions. By applying Occam's razor principles, I simplified a complex UI into an intuitive experience.
Extensive prototyping was used to reduce clicks and improve the overall user experience, with snippets like the one below incorporated throughout. This particular snippet highlights features linked to different advertising offers, demonstrating the connectivity, flow, and storytelling in the design.
