Scope of work

On this project, I led the work of 5+ UX professionals (designers, content strategists, and UX researchers) to design multiple features for the launch of this new technology:

RDA editor (updates)
RDA preview (updates)
RDA video (new)
RDA combinations (new)
RDA guidance (new)

Industry impact

This feature was one of the first AI-powered ad types in the industry, launched well before the rise of generative AI tools. It used proprietary AI technology developed at Google.

Some specific challenges we discovered were:

• Getting business customers to trust that their ads could be created by AI

• Making the master ad editor super simple to use, for a very complex technology

• Showing these users the combinations of ads the feature created, and the results of each across different audiences

• Making the experience scale across a wide range of user sophistication levels

One of my contributions was an ad scorecard that used behavioral science to move advertisers through a complex editing flow, which was patented by Google.

Media

This article is an example of industry media on Responsive Display Ads:

When Should You Use Responsive Display Ads?