Matt zamudio
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At Google Ads, I did a lot of stuff... and I mean, A LOT. Here, I'll focus on some of the bigger projects I completed, the first being the Deeplink Validator tool.
As part of what I coined the "App Center" (a place for advertisers to plan and optimize their app campaigns), the Deeplink Validator tool gives advertisers the ability to do 2 things:
1) Validate a single deeplink to make sure it's working properly and fix issues if it's not
2) Validate all deeplinks within their app to make sure they're working properly and fix issues if they're not
Take a peek at what I built with my teammates on the UAC (Universal App Campaigns) design team below.
The PDS project was perhaps one of the most challenging projects I've worked on during my career as a UX writer.
My task here was to design a scalable content system for advertisers to view the statuses of various elements within their campaigns (campaign status, asset status, etc.), along with CTAs to easily fix them. These would be displayed as hovercards when the user hovered over the status as depicted in the cell of a table.
My content design system had to adhere to design patterns that had already been established at Google Ads, and were under constant scrutiny from design managers responsible for enforcing these standards.
The architecture I designed applied to all of Google Ads, not just my team, and is one of my proudest achievements during my time at Ads.
It's always bad news for the user when an organization initiates a platform-wide migration. But, often, these things simply have to be done for the greater good.
In this project, I was tasked with preparing the user for an upcoming change to the allowable image sizes for image assets in ad campaigns. These messages would surface in the campaign creation flow.
Before, we allowed some 20 different image sizes. After the migration, only 3 images sizes would be permissable.
See how I prepared the user pre-migration, and supported them post-migration.
PRE-MIGRATION (EDIT EXISTING CAMPAIGN IMAGES):
PRE-MIGRATION (CREATING A NEW CAMPAIGN):
POST-MIGRATION:
POST-MIGRATION (SOME IMAGES REMOVED):
POST-MIGRATION (ALL IMAGES REMOVED):
Another important project I worked on is the Deeplink Coverage tool, another useful feature included in the App Center.
This tool analyzes web campaigns that receive traffic from users on mobile devices. These campaigns could benefit from using deeplinks, which take users directly to the app (rather than a web-version of the app). The Deeplink Coverage tool measures deeplink coverage, and identifies areas where advertisers could implement deeplinks and thus improve their performance.
This project is a prime example of how content can influence design decisions (assuming the UX writer is empowered and experienced enough to be part of the entire design process, and actively fights against the industry standard of a content-last approach).
Below is the design that was proposed by the interaction designer initially:
After taking a look at this design, I knew we needed try a different, more digestable approach. Here's what we finalized:
My design team has consistently been the fastest-growing portion of Google Ads, with a number of revenue-increasing launches being directly attributed to our work.
The facilitative changes I've added to our products have also reduced support tickets by no less than half, and made the user experience for our advertisers much more pleasurable and informative.
We were also the first team at Google Ads to introduce a machine learning-driven app campaign creation experience, where I clearly explained the new offering while instilling trust and inciting engagment through my use of instructive and informational UX.
The projects above show only a small percentage of what I've completed at Google Ads, but I feel these are a good representation of the work I've completed (at least until I get around to adding more samples).
