Permutive

About

Permutive empowers publishers and advertisers to address all of their desired audiences, in-the-moment, whilst protecting privacy. With the Permutive Audience Platform, publishers and advertisers can effectively and responsibly activate audiences at scale, with first-party data, and without exposing consumers’ personal information.
The task was to help redesign the platform around the needs of customers and to provide design foundations to help underpin future innovation of the product.

The Challenge

The existing Permutive platform prioritised engineering and technology over design. As the product matured and the customer base became established challenges started to arise with respect to data visualisation, workflow efficiency, inclusion of new features and functionality, accessibility, and brand clarity.
While the platform provided powerful functionality and integrations to marshall large amounts of information and data, the complex navigation and information architecture made things harder to find and do.
This, coupled with a corporate rebrand planned alongside this project, led to the exciting opportunity to discover, define and design a fresh user experience for the primary interface of the product.

Team & Responsibilities

I was the project lead and solely responsible for the design, development and handover for this project. The initial research and discovery phase of the project was overseen by the senior UX researcher, with my support.

Original user interface

Scope of Work

Review of existing material and kick off
Stakeholder interviews
Research interviews
Creation of user personas and user stories
User flow mapping
Information architecture
Wireframes
Usability test wireframes
UI design
Design system foundation

Our Approach

After benefiting from a number of pre-kick off meetings and existing customer research, we consulted stakeholders and users to formulate a clear understanding of the target personas - their expectations, workflow, needs and pain points. We workshopped and prioritised user stories with stakeholders and mapped the journey steps users would take in a set of visualised task flows.
User interviews were then undertaken and a set of personas created to understand and assign user types. This helped gain a deeper understanding of what the users consider to be the product's purpose, as well as their frustrations with the existing platform. It also helped inform specific elements that needed to be reflected in the wireframe designs.

Information Architecture

Wireframe Development

The wireframe design process then began, with several iterations created incorporating client feedback and recommendations from usability testing. As the project progressed, Permutive and MiC identified more investigation was required into the ‘insights’ elements of the platform, which was then duly explored with additional research and supporting wireframes created. Again these were user tested with recommendations implemented.

Dashboard Wireframes

Insight Wireframes

Usability Testing

Business Case

The research will assess the structure, content and data representation using the prototype prior to the user interface design phase.

Participants

6 publisher participants
6 advertiser participants
1 hour interviews conducted over google meet

Objectives

Assess how intuitive users find the navigation and content structure
Identify any areas that are unclear or require improvements
Assess the ease and intuitiveness of completing key actions

Recommendations

Change the ‘largest cohorts’ table to ‘latest’ or ‘most active’ cohorts
Add greater context and insights to the ‘Data Source’ table
Consider the page layout and real estate of the dashboard page
Create a ‘select all’ feature or pre-populate the insight generation flow
Review the language used for the term ‘Data Source’
Include cohort ID as well as name in the cohort table structure

PERMUTIVE