Creative Optimization Platform

Maximizing Value through Automation

Contributions

Product Strategy

User Testing

iOS App Design

Animation

Consumer Problem

Consumer Problem

Consumer Problem

Consumers don’t have the information they need to confidently make a purchase decision.

Consumers don’t have the information they need to make purchase decisions.

Advertiser Problem

Advertiser Problem

Advertiser Problem

Advertisers struggle to effectively communicate their value proposition on social media.

Advertisers struggle to communicate their value proposition on social media.

Industry
Advertising

Advertising

Client
Instagram

Instagram

Year
2024

2024

Scope
Platform

Platform

Discovery

Discovery

Through user research, we found that consumers seek information that will help them make informed purchase decisions. Our quantitative analysis confirmed this, showing that ads with text presence outperformed those without, but also revealed a key exception: excessive text hurts performance.

Through user research, we found that consumers seek information that will help them make informed purchase decisions. Our quantitative analysis confirmed this, showing that ads with text presence outperformed those without, but also revealed a key exception: excessive text hurts performance.

Lack Context

Information Overload

Definition

Definition

For our initial project scope I proposed that we focus on adding relevant information to single image ads on Instagram Stories. We created test options that varied the content type and presentation style to maximize learnings.

For our initial project scope I proposed that we focus on adding relevant information to single image ads on Instagram Stories. We created test options that varied the content type and presentation style to maximize learnings.

The success of the experiment was evaluated primarily by its impact Click Through Rate (CTR) and Conversion Rate (CVR).

The success of the experiment was evaluated primarily by its impact Click Through Rate (CTR) and Conversion Rate (CVR).

Control

Test

Design

Design

A scalable system for presenting additional information on existing ads. I crafted a set of clear principles for the team to use when evaluating options and provided detailed guidelines for a variety of scenarios.

A scalable system for presenting additional information on existing ads. I crafted a set of clear principles for the team to use when evaluating options and provided detailed guidelines for a variety of scenarios.

This project involved pressure testing our proposals on hundreds of real ad samples. I leveraged my visual communication skills to illustrate the value of this optimization to stakeholders which ultimately led to our experiment being approved for testing.

This project involved pressure testing our proposals on hundreds of real ad samples. I leveraged my visual communication skills to illustrate the value of this optimization to stakeholders which ultimately led to our experiment being approved for testing.

Develop

Develop

Our team was responsible for both the server-side logic and client side rendering. Leveraging computer vision we were able to detect text, humans, and objects in the original image to avoid overlap. Analyzing the background allowed us to choose the appropriate text color to maximize contrast and legibility.

Our team was responsible for both the server-side logic and client side rendering. Leveraging computer vision we were able to detect text, humans, and objects in the original image to avoid overlap. Analyzing the background allowed us to choose the appropriate text color to maximize contrast and legibility.

I collaborated closely with engineering during every stage in the process including having tradeoffs conversations and participating in bug bashes.

I collaborated closely with engineering during every stage in the process including having tradeoffs conversations and participating in bug bashes.

Original Creative

Original

Annotated

Optimized