Pacvue
Optimized media planning for e-commerce growth: enhancing efficiency and effectiveness in campaign management
Role: Product Intern
Tasks: Product research, UI design, user interviews, personas
Duration: 8 weeks (July - August 2022)
Tools: Axure RP, Gong, Microsoft Excel
CONTEXT
Pacvue, a leading unified commerce platform, recognized that users struggled to effectively manage their media mix due to the complexity of marketing efforts. With multiple channels, diverse audience segments, and shifting budgets, marketing professionals faced challenges in allocating resources efficiently and measuring campaign performance—making media planning time-consuming and difficult.
Approach
To address this issue, Pacvue set out to build an advanced media planning tool, designed to streamline and optimize these processes. I worked closely with product management and marketing teams to design the platform, define essential data requirements, and incorporate feedback from Pacvue’s current users. This collaborative approach ensured the development of an efficient and user-focused media planning tool.
Process
Researched media mix modeling algorithms and graphics
Developed UI for media planning platform; made updates based on feedback
Scheduled and conducted user interviews for product and persona validation
Media Planning Tool
Provides flexible inputs: goal or budget options
Outputs investment mix, budget distribution, expected outcomes
Allows for multiple budgets comparison
Key Insights
Flexibility and Choice
Users have different goals and strategies, each tailored to their specific needs. This diversity requires adaptable solutions that cater to a wide spectrum of use cases and preferences.
Efficiency
Users strive to achieve the same or even better results while reducing time and cost. By prioritizing efficiency, they can allocate resources more strategically, enhancing their ability to meet goals with greater agility and cost-effectiveness.
Comparison
Users prefer to evaluate their options and assess multiple budgets to make informed decisions. This approach allows them to balance cost-effectiveness with desired outcomes, ensuring they select the best possible plan that aligns with their goals and constraints.
What I learned
How to …
Develop a user interface and use Axure RP
Use user interviews for iteration
Get the bigger picture and synthesize information
Approach the product life cycle
A special thank you to Jack Lindberg, Victor Yakovlev, Dhara Patel, Riy Edoo, Matt True, and the entire Pacvue family who have made this experience so fulfilling.