Transforming a 3-4 hour campaign build workflow into minutes at Perpetua
The Amazon DSP allows brands/sellers to programmatically buy ads through targeting audiences on and off Amazon. The DSP is one of the fastest growing parts of the Amazon business and presented massive growth potential for Perpetua given the strategic partners and clients it supports.
The project began with a design peer during early validation and concepting, after which I assumed ownership and led the end-to-end product design for the final goal launch flow. Working closely with product, engineering, and design partners, I evolved an internal-only tool into a scalable, customer-facing product by introducing core campaign build and optimization capabilities. These improvements reduced campaign launch effort, improved usability, and supported the go-to-market launch of Perpetua’s first DSP optimization offering.
Launching ads through Amazon’s native platform is tedious, confusing, and time-consuming
Even the savviest users have difficulty given the significant amount of time required to launch and optimize campaign performance.
Through 1-1 interviews with account managers, we identified that the biggest opportunity lies within the campaign launch experience, with creative builds being particularly slow and painful
Streamlining campaign launch and optimization workflows
Over ~12 months, I led improvements across key workflows including bulk creative builds, budget utilization and pacing, line item management, and overall goal creation layout and navigation. I partnered closely with product managers and engineers, contributing new components and UX patterns within the constraints of the existing design system, and validated solutions through iterative testing and peer design reviews.
Identifying layout problems & opportunities before refining campaign launch flow.
Sample design iterations for an improved bulk creative build workflow.
Perpetua users can now launch DSP campaigns for large product portfolios in a matter of minutes.
The final solution solves critical painpoints for users resulting in significant time savings and delight for DSP advertisers. Next steps for this project would include testing flows with less savvy users. While primary target users are savvy advertisers already familiar with the DSP, Perpetua eventually aimed to push new flow for “alpha” users including some advertisers that are using DSP for the first time.
