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In 2014 I joined Accomplice, a stealth start up using machine learning for campaign marketing on social media.
I was tasks with going from zero to one, working with the company from inception, through fundraising, to initial launch.
The product was an optimization and management platform that allows users to drive performance on CTR for activities to specific business goals, such as getting people to watch a video or click a “Purchase” button on their website.
I worked as a team of one designer for the majority of my time at Accomplice. This meant I was on the hook for user research, information architecture, product design, visual design, and occasional product management.
I worked directly with the C-Suite, checking in early and often, and directed a small team of developers, which was predominantly backend engineers with two front end developers. I also worked closely with our VP of marketing to establish the initial branding.
As a scrappy team, working iteratively was key. We started by gathering as much research as we could in the shortest possible period of time, sketching as we went along.
We interviewed marketers who profiled similarly to our key user stakeholders—campaign managers and account managers alike—to ensure we had a good handle on what was needed from our app.
We used the whiteboard religiously, outlining ever detail from our customer interviews and discussions with engineering, dialing in the details and organizing the IA.
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Given its enterprise application, the information architecture needed to be dialed in from the beginning. Working with our Lead Engineer, I outlined in multiple revisions on paper, and delivered the documentation before diving into wireframes.
1. Campaign Builder
This is where customers would be designing their campaigns, choosing audience segments, and managing their creative.
2. Pixel Management
We used a pixel script on our client sites that allowed us to track traffic behaviors. The key feature for our product to work included a visual site tagger, that let customers select their target interactions in a WYSIWYG style manager.
3. Team Management
The teams that would be using our product were complex—we built our permissioning system in from the ground up, to ensure we could deliver a flexible platform that our accounts could feel confident using.
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After nailing in the product requirements in low fidelity, we moved onto UI, working through color, typography, and final visuals to give us a complete design. Working with React.js, we also developed a design system to speed up our development process.
With designs in hand, prototypes out in testing, and development underway, we raised 5MM in an angel round and moved on towards roadmapping the work with Launch as our finish line.
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