Proactive support for advertisers
From 2024-2025, I spent part of my time designing targeted support experiences for Google advertisers.
Advertisers can manage hundreds of Ads accounts and campaigns at a time so when things go wrong, they can easily be lost in the noise. Since emails and in-app notifications aren't only reserved for issues that need attention, keeping track of action items as they come up can be overwhelming.
If an advertiser did become aware of an issue and wanted to look into it, they'd often end up on the Google Ads Help Center, where there was a lot of great help content — just all static. The lack of personalization meant advertisers had to do the heavy lifting to understand their issues and which solutions actually applied to them.
This was the impetus behind more proactive support for advertisers on the Ads Help Center. An MVP was built and launched where the proposed solution was a large banner on the Help Center drawing attention to an existing issue and a recommended action.
I took over UX for this project right after the MVP launch in Q1 2024 with the objective to iterate on the solution and scale it up. I worked with a product manager, UX researcher, engineering team of five, a content strategist, and many business operations stakeholders.
Some factors that made this challenging:
The MVP covered one use case and it had taken months to coordinate — turns out tracking down the right people and signals was more difficult than anticipated.
Content was a bottleneck. The copy had to be really good if we wanted to capture advertiser attention so it was meticulously crafted for the MVP. As we thought about increasing coverage, scaling up content was a major concern.
Appetite to scale was extremely high. Lots of Ads teams were interested in leveraging this solution to target their critical use cases. We had no system to process and understand all these requests so each came with a huge coordination overhead.
As UX lead, I…
Delivered refined, scalable designs:
Redesigned the MVP UI to reduce visual clutter and establish a clearer information hierarchy for improved readability and focus
Designed new features with scalability and design system in mind, supporting long-term product growth
Shaped product strategy through research:
Planned and moderated user research sessions to uncover user expectations around varied design approaches
Identified opportunities to scale to new use cases based on patterns in user behavior and engagement
Improved team processes for faster scaling:
Created a new intake form to streamline cross-functional collaboration and reduce coordination overhead
Developed content guidelines to support consistent, effective messaging and reduce content creation workload
As the team explored generative AI to alleviate manual content bottlenecks, I designed a quality review rubric to guide AI content evaluations and inform model improvements
Collaborated often:
Frequently consulted with engineers to find user-centered solutions around technical constraints
Worked closely with product managers to define feature phasing, requirements, and priorities
Acted as UX liaison for other project teams integrating our solutions into their workflows
Presented designs and experiment updates to stakeholders across multiple levels of leadership
Outcomes:
A year later, we successfully scaled from the MVP up to coverage of 15 critical use cases — reducing advertiser friction by 250+ person-years, among other successful outcomes.
Details have been omitted and abstracted due to confidentiality requirements. Please reach out to learn more — thanks for understanding!
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