Fates.ai
Fates is a deep learning based AdTech service which enables social media marketers to achieve perfect efficiency in ad spend through ad performance forecasts, and algorithmic budget management.
Role
As UX Lead, I created Fates’ design system, collaborated in user research & persona development, mapped our customer journeys, and built high fidelity mockups.
Team
On the Fates team, I worked alongside the Director of Product, data scientist, and two full stack developers.
Design Toolkit
Figma |
Illustrator |
Zoom |
Pen & Paper |
The Challenge
Can performance marketers run profitable online ads in a data limited future?
Background
Apple’s iOS 14 update heralded the beginning of a limited data future for the digital marketing industry, starting with a significant reduction of attribution metrics and historical ad data available to performance marketers.
The Solution
Restore missing metrics by extrapolating for data points from overall ad analytics using machine learning.
The Problem
The loss of key performance metrics presents an obstacle for digital marketers in constructing profitable ad strategies.
The Goal
To enable marketers to retain accuracy and precision in decision making and long-term strategizing.
Design Process
Ethnography
The announcement of Facebook’s data deprecation made industry-wide ripples, and was a trending topic across social media platforms in industry specific circles.
To ascertain the sentiment of digital marketers towards the impending changes in data availability, our team audited social media and online forums for industry discourse pertaining to the iOS 14 updates.
We found that performance marketers were concerned about how the data reductions would affect their bottom line, whether or not Facebook and Instagram were still viable marketing channels, and were curious for tools that could mitigate data loss.
User Research
Partnering with our sister company Acquire Agency, a premium Facebook marketing partner, we conducted interviews with a range of performance marketing professionals. We identified three personas of those affected by the data limitations arriving with the iOS 14 update.
Beta
The Fates Beta was launched in February 2021, and we’re currently feedback and feature suggestions will be collected. Usability testing will continue to be conducted over zoom with account managers from our sister company, Acquire Agency.
