MIJN BOL-ADS

DEPT® X Bol X University of Applied Sciences Rotterdam

My roles within the project:

  • Branding

  • UX research

  • UX/UI design

  • Visual Design

Some work can be shown in Dutch due to a Dutch client and assignment.

All of the work below was created by me during my graduation project at DEPT® within the Branding and advertisement team NL.

DESIGN QUESTION

“‘How can I give online active, privacy-critical consumers with a bol account a stronger say in their own online advertising experience at bol?’”

DESIGN GOAL

Giving online active, privacy-critical bol consumers a personalized and transparent bol social-ad experience.

Where the social-ads match unique interests, while ensuring full transparency and participation over personal data.

DISCOVER

INTERVIEWS

The purpose of the interview was to outline the target audience's current situation regarding their experience and knowledge with (bol's) social-ads. I also spoke to bol itself to understand their goals and strategy and spoke to a privacy officer about the ethical issues related to privacy.

I formed the key insights into insight cards as shown here to further incorporate this into the design process. A total of 14 insight cards were developed within 4 different themes.

DISCOVER

CULTURAL PROBE

With the cultural probe, I want to identify how the target audience ideally sees their online ads. I also want to focus on their concerns about data usage in social ads. For this, I have created a workbook in which the target group will engage creatively and interactively with questions, drawing assignments and propositions.

DEFINE

After completing the research and gathering insights, I looked at the most important insights; where is the need? This is where the client, users and the desired design meet. To this end, I have drawn up guidelines that give me a clear direction during the creation phase.

DESIGN PRINCIPLES

DEFINE

PERSONA

My target audience consists of online active, privacy-critical consumers with a bol account, ranging in age from 18 to 50. These consumers regularly buy products on bol and are active online (think: Instagram, Facebook, NU.nl). They regularly see ads during these online activities and value their personal data.

Within this target group, there are two subgroups: ‘personalisers’ and ‘adblockers’. Both are critical of their privacy and want more participation, but differ in their advertising needs. ‘Personalisers’ want to see diverse ads that match their interests, while ‘ad-blockers’ want to see as few ads as possible but seek relevance.

CONCEPT

I started the creative session by holding several creative sessions with the target audience, bol, creatives and a privacy officer. With these creative sessions, I want to generate as many ideas as possible from various perspectives. This is where the client, users, stakeholders and the desired design meet. To this end, we have drawn up guidelines that give us direction during the creation phase.

CREATIVE SESSIONS

CONCEPT

After the creative sessions and filtering ideas, 12 concept directions emerged. I reviewed these with my supervisor with respect to insights, design guidelines and context, and thus 4 concept directions were filtered out. I pitched these 4 directions to the target audience, bol, creatives and a privacy officer using dot-voting. Thus, ‘my bol-ads’ was chosen as the favorite concept and the final concept direction.

CONCEPTING AND VOTING

CREATE

PROTOYPING

While creating several low and mid fidelity prototypes, we started looking at what components from our creative brainstorms could be realized. The goal of these prototypes is to get closer to the ideal user experience by looking at the design and flow of the concept. By testing and working together with our target audience, we get a little further towards this ideal user experience each time because we listen to their opinion and incorporate it into the updated and improved version of the prototype.

LOW AND MID-FIDELITY PROTOTYPES

‘My bol-ads’ is a dashboard within your bol account that provides participation and insight on the social-ads that bol provides. The dashboard starts from a privacy-friendly starting point where all options are off until users decide for themselves what they want to see and what data can be used may be used. Users can add interests, linked to the product categories on bol. They can also select personal data that bol may use and choose topics they want to be targeted on. The personal dashboard always shows which interests and data are used, this can be changed or removed at any time. The personal ad-overview on the dashboard informs users which personal data has been used for a specific ad.

MIJN BOL-ADS

CREATE

DESIGN SYSTEM

To reflect the visual elements of bol's brand identity in the design, I created a design system with all the visual elements that the design will include such as colour use, iconography, fonts, buttons etc.

The design system provided a visual, clear and effective way while designing.

ADVERTISING DESIGN

‘My bol-ads’ is promoted through bol's current advertising models and channels: their website, their social media, external websites and abri's.

The posters attract attention through various interests and showcase the features of ‘my bol ads’, such as personalised offers or limited edition products. The current ads on social media capitalise on funny, trending topics to reach young people. That’s why, I ensured that the ‘my bol-ads’ promotion hooks into this. For the bol website and external websites, I had the designs match the current design.

FINAL PROTOTYPE

  • Pop-up notification to publicise and highlight ‘my bol-ads’ to the target audience on bol's website.

  • One-time pop-up explaining ‘my bol-ads’, what it means when ‘general’ is chosen and what it means when ‘personalised’ is chosen.

  • Default dashboard ‘my bol-ads personalised’ if you haven't already added data.

  • Default dashboard ‘my bol-ads personalised’ if you haven't already added data.

  • Dashboard ‘my bol-ads general’ with information on what this means for your advertisement experience through bol.

  • Default settings screen ‘my bol-ads personalised’ all data is automatically off.

  • Default settings screen ‘my bol-ads personalised’ all data is automatically off.

  • ‘i’ icon pop-up (information), for additional information about the data that can be selected.

  • Edited dashboard ‘my bol-ads personalised’ after adding data.

  • Edited dashboard ‘my bol-ads personalised’ after adding data.

  • Edited ad overview on the ‘my bol-ads personalised’ dashboard after adding data.

  • Ad view pop-up on the edited ad view within the ‘my bol-ads personalised’ dashboard after adding data.