Everything is Personal: Targeted Advertising

Everything is Personal: Targeted Advertising

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Reach the audience that matters the most with the power of AI and Big Data.

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One of the advantages of working at a tech company is exposure to cutting-edge technologies. In the context of Advertising, in particular, I am referring to AI and Big Data. How are they related to each other? Let me share the basic.

The Problem with Traditional Advertising

Let’s say we sell sandwich and spend hundreds of thousands of dollars to put our message on Billboard that is located at a premium location. At the end of the day, it’s our educated guesswork that the audience gets our message.

In other words, we pay advertising dollars on all prospects, including those who have no interest in our sandwich at all.

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Enter Personalised Advertising

What if we can specifically place our “billboard” on the audience that matters to our business? Just for examples:

  • People age 17-50 y.o. who are hungry and actively searching for a sandwich.
  • Currently nearby our Sandwich shop

We can, then, minimise wasting our advertising dollars on those who have no interest in our products. This is possible because of the amount of data that’s being collected every minute, every second. Modern Advertising, undoubtedly, heavily relied on data and algorithms. The opportunity to create highly customised and personalised Ads is limitless.

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Lazada Advertising

In Lazada, the advertising business unit is also known as “Lazada Sponsored Solutions”. I had the opportunity to lead the product design and helped the team to get the advertising business unit off the ground in the mid-2020. The advertising business encompasses 4 Ads solutions: Search, Recommendation, Display, and Affiliates Ads, and across 5 platforms. The entire ecosystem involves 4 main players:

  1. Advertiser/Seller/Merchant
  2. Audience/Buyer/Shopper
  3. Affiliate
  4. Operator

The Focus of Case Study

The focus of this case study is my approach in tackling ambiguous and seemingly contradictory design problems for a large and complex system. 

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The Next Generation Trading Platform in Your Pocket

The Next Generation Trading Platform in Your Pocket

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Spark Systems is the first high tech solution provider for institutional forex trading that is originated in Asia.

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The company had established a desktop platform and wanted to build cross-platform experiences. As an independent designer, I had the opportunity to partner with T+ Interactive and the company in-house team to design and develop the mobile app of its early product in 2018-2019. The target users of this app are institutional forex traders from Hedge Fund Firms, Corporate Treasuries, and International Banks.

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The Focus of Case Study

  1. How does mobile app differ from desktop?
    I'll go into detail about the impact on the product design.
  2. Flexibility vs Usability trade-off
    This trade-off happens when we try to make our product flexible to serve different needs. But flexibility has a cost in terms of usability: the product is generally more difficult to use.
  3. Designing for Error: Prevention and Recovery
    As the saying goes, to err is human. People do make mistakes, and people tend to call it “human error” – or is it? In the context of high volume trading, however, a small mistake can be devastating. What can we do as a designer?
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Making Affiliates’ Life Easier

Making Affiliates’ Life Easier

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Why don't more people actively use our product? What can we do as a designer?

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Affiliate Marketing or Affiliate Advertising is one of the most intriguing domains during my tenure at Lazada. Unlike other Ads siblings such as Search and Display, which are matured and proven solutions, Affiliate Ads is the first kind of thing in e-commerce in the region. It sparked my curiosity. As an incubation project, there are plenty of rooms for experimentation.

If you are not familiar with Affiliate Marketing, let me give an overview.

What is Affiliate Marketing?

In a typical e-commerce ecosystem, we recognise two groups of users: Seller and Buyer.

 

Well… we have another lesser-known player that we call Affiliate. An Affiliate can be a Social Media Influencer, Key Opinion Leader, Content Creator, or anyone else who wants to earn extra income.

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In a nutshell, an Affiliate:

  • Doesn’t develop or ship a product.
  • Promotes other people's products to his/her audience.
  • Earns a commission for every item sold.

Since no product to develop, the barriers to entry and the risk to become an Affiliate is quite low. Pick among millions of other people’s products, promote them online, and earn while you sleep. Where do the Affiliates pick the products to promote and earn money? It’s through the Affiliate platform – the product we are talking about.

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The Focus of Case Study

The focus of this case study is solving a design problem with the Double Diamond framework. I'll start with the high-level problem, "Why don't more people actively use our product?".

 

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In the Blink of an Eye: Designing a Dry Eye Detector

In the Blink of an Eye: Designing a Dry Eye Detector

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Leveraging digital technology to diagnose a potential case of Dry Eyes. 

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In 2019 I had a great opportunity to design an app for the World’s No. 1 Eye Care brand. This project was a collaboration with The Sunny Side Singapore and T+ Interactive. The app is designed for a tablet that’s mounted on an in-store display unit and was rolled out in 20 Watsons stores across Singapore in late 2019.

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Reaching out Global Leaders and Decision Makers

Reaching out Global Leaders and Decision Makers

Reaching decision-makers that count with an integrated thought leadership programme. The Startup My City was a content hub to create awareness and educate the target audience about Hitachi’s social innovation solutions. It’s a part of the company’s...