Google DoubleClick

B2B Marketing Platform

 
 

In 2016, I led UX on the B2B marketing website for Google’s DoubleClick

 
 

 
 

The challenge: DoubleClick needed to develop a digital presence that inspired advertisers and publishers about the power of programmatic technology.

The objective: Use targeted content that communicated real business impact as a means to increase product exposure to Advertiser and Publisher decisions makers.

The solution: A new content ecosystem that best represented DoubleClick’s new human-focussed brand identity – packaged within a modern, responsive platform.

 

The result:

371% increase in engagement that prompted 30% more users to explore multiple DoubleClick product.

Jump to see more results >

 
 

 

Project kick-off / enhance domain knowledge

My team and I took to the whitewalls to knowledge share by fleshing out the Advertiser-Publisher ecosystem that DoubleClick works off of. This provided the team with an aligned understanding of the new platform’s audiences, as well as a greater understanding of how each audience type relates to one another.

 

Internal war-room ‘project kick-off’ photograph

Buy-side (advertisers) / Sell-side (publishers) ecosystem - whitewall

Buy-side (advertisers) / Sell-side (publishers) ecosystem - digitized


 

Stakeholder workshops

We worked with the Product Owner to determine and prioritize the content types the new platform would support. We then prioritized features using the MoSCoW method of prioritization.

 

A handful of the workshop participants

Content prioritization

MoSCoW feature prioritization


 

First-pass site structure and information architecture

We had built up a strong understanding of DoubleClick’s ecosystem, the project goals and prioritizations, as well as the audiences and their needs. We proceeded to create first-passes at the site structure, specifically targeting how to journey traffic through to DoubleClick’s products – via targeted content.

 

First-pass sitemap

High-level wireframe - homepage

High-level wireframes - site-wide


 

Higher-fidelity structure

After a handful more workshops and iterations, we had settled on an aligned approach to the platform’s information architecture and journeying. This allowed us to begin adding more design detail to each of the site’s sections.

 
Digitized sitemap

Digitized sitemap

High-level wireframes - digitized

Templates (to be designed) based off the site structure


 

Wireframes

A selection of detailed wireframes I had created for DoubleClick:

 
 
 

Final UI designs

 
 

Mobile UI designs


 

The result

More engaging content that prompted users to explore deeper into the marketing funnel

On launch, doubleclick.com saw a 371% increase in 
engagement of active users (users who visited article content). Overall time-on-site increased 2X, with a 25% increase in returning visitors. Users who then viewed product pages were 30% more likely 
to view multiple DoubleClick products.

 
 

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