Yahoo Ad Platform

Brief
Design a new display advertising software.

Challenge
The advertising platforms at Yahoo had become fragmented and antiquated.  The goal was to create a new web-based software for advertisers and publishers to buy and sell display, video, and search ads.

Metrics
The alpha launch featured a group of US newspaper publishers and was targeted to launch in Q3 of 2008.  The beta launch included Yahoo properties, publisher partners, and advertisers, and was targeted for Q2 2009.

Approach
I hired a team of interaction designers and prototypers to research, concept, and design the core application.  We collaborated with the sales, product, engineering and content teams to define use cases, scenarios, and workflows for the application.  The core design team led prototyping exercises to vision the product, identify current pain points, and help define the product roadmap.   We supported tactical engineering releases with clear use cases and storyboards, information architecture schematics of system behavior, and a complete library of interaction design wireframes for each component of the software.

Results
Our team delivered over a thousand pages of interaction design for each quarterly engineering release, on time at high quality.  More importantly, the team led collaborative prototyping exercises that included sales, business development, engineering, and marketing leads for each component of the application.  The platform was generating an average of $1 million in revenue per week by the end of 2009.