Joey Kilrain

UX & Visual Design

Integral Ad Science


Integral Ad Science addresses issues regarding fraud, viewability, brand risk and TRAQ (a proprietary media quality score) of digital advertising placements.

The Challenge

IAS' customer service were overwhelmed by their client's struggling with a cumbersome platform in an industry that's in a constant state of flux. After my initial interactions with the platform I too was overwhelmed. This barrier-to-entrance was an immense challenge for even the most experienced users to create an ad placement.

So I immediately I began to write a list of questions:

With so many questions I sought out those on the front lines, their customer service team. They supplied plenty of insight on the users, the platform (and workrounds), and the industry itself. I asked CS to find times their clients could meet with me and members from my team.

"Our research concluded that
44% of the users were outliers."

That's quite a challenge to create an experience that's suitable for all. So I started off by simply make a heurisitic evaulation of the platform. I found many inconsistencies with the architecture and asked to have these corrected. But this would not prove to be enough.

Example of my heuristic evaluation

My Process

My team and I spit-balled dozens of ideas and flows. With each iteration brought us closer to understanding the isses. We invited product and dev to comment on our work often. Their feedback helped us develop even more solutions. But the most important feedback we sought was from the customer service team.

"In my opinion the cs team helped shape the platform."

Quick sketches completed with my colleagues

User testing while I watched them perform select tasks

User test results example

Additional quick concepting examples

After dozens of whiteboard iterations we concluded a flow and I set out to digitize them. Digitizing our ideas proved to have unforeseen interactions and technological snafus. But this brought us closer to a solution. I shared our findings with the teams via Jira, Confluence, and good ole' water cooler conversation.

As we gained more insight we decided to start developing the personas. After conducting several internal sessions we concluded four personality types that used the platform.

Example of our personas

The Results

The personas supplied me with more than enough scenarios for me to create nearly every interaction a user would have with the platform.

Once we launch the new platform we measured our improvements by how fewer calls customer service would receive. It started off slowly, but within the month CS was spending less time putting out fires and more time cultivating new relationships.

View select screens