Criteo
AI Marketing Assistant
Adtech
AI
Conversational design
Criteo is a leader in targeted online advertising; their added value lies in audience monetization with an extremely complex algorithm that intelligently identifies consumers.
The feature I worked on allows for the creation of highly sophisticated audiences, enabling brands to precisely target consumers suited to their offerings. The goal was to build a scalable product across all Criteo offerings so the agent's capabilities can evolve with additional skills.
Layout
Discovery
We started by interviewing Criteo marketing experts to understand their workflow. Our users were already using LLM tools to get new ideas for their campains but it was not linked to Criteo’s Data.
Digging into the data we identified a core opportunity around enabling new segment ideas for marketers: While users reported a high satisfaction with the current audience tool, the data showed that it was not used to it full potential; users would often stick with simpler audiences to avoid the complexity of the tools
Early sketchs
3 main layouts where prioritized
Landing page
The goal of this page was to clarify what the agent could and could not do, and to encourage users to explore the tool
Entry point
The agent needed to be on the critical path of the users to ensure easy adoption
The Advanced layout
To bring the conversation to life, we aimed for a generative layout that would carry graphics and visualisation enabling a back and forth with users
Mapping “Note-n-Map”
Borrowing from the excellent article of Steph Cruchon I led a workshop to build a cross functional story mapping. This allowed us to clearly layout the process of building the audience from the brief to the client receiving the ads
Components
Working with Criteo’s design system, we design new AI components. Our Focus was on scalability to ensure that the design could be reused across others Criteo’s agents
History
Audience selector
Source on hover
Key learnings
Look for the long term picture
Design for the best helped raised the bar of quality on the components and to bring everyone around the table. It’s especially important when working on an innovation project. Having the target design and components also helped a tons with prioritizing what should go or not into the MPV.
Principles and Heuristics
To cut trough the noise, it’s very important to lay out how we want to experience to feel like. Deciding early on heuristics and Design principles helped me stay on track while crafting the journey.
Build as a team
What helped a lot was to centralize the knowledge and to be sure to share our progress on all the front. Staying in sync with slack and dedicated meetings allowed us to make sure that the vision was shared across everyone.
I could not have worked on this without the amazing design and R&D teams at Criteo, so I’d like to end this case study by thanking the teams for their patience and for trusting me with this project
Criteo
AI Marketing Assistant
Adtech
AI
Conversational design
Criteo is a leader in targeted online advertising; their added value lies in audience monetization with an extremely complex algorithm that intelligently identifies consumers.
The feature I worked on allows for the creation of highly sophisticated audiences, enabling brands to precisely target consumers suited to their offerings. The goal was to build a scalable product across all Criteo offerings so the agent's capabilities can evolve with additional skills.
Layout
Discovery
We started by interviewing Criteo marketing experts to understand their workflow. Our users were already using LLM tools to get new ideas for their campains but it was not linked to Criteo’s Data.
Digging into the data we identified a core opportunity around enabling new segment ideas for marketers: While users reported a high satisfaction with the current audience tool, the data showed that it was not used to it full potential; users would often stick with simpler audiences to avoid the complexity of the tools
Mapping “Note-n-Map”
Borrowing from the excellent article of Steph Cruchon I led a workshop to build a cross functional story mapping. This allowed us to clearly layout the process of building the audience from the brief to the client receiving the ads
Early sketchs
3 main layouts where prioritized
Landing page
The goal of this page was to clarify what the agent could and could not do, and to encourage users to explore the tool
Entry point
The agent needed to be on the critical path of the users to ensure easy adoption
The Advanced layout
To bring the conversation to life, we aimed for a generative layout that would carry graphics and visualisation enabling a back and forth with users
Components
Working with Criteo’s design system, we design new AI components. Our Focus was on scalability to ensure that the design could be reused across others Criteo’s agents
History
Audience selector
Source on hover
Key learnings
Look for the long term picture
Design for the best helped raised the bar of quality on the components and to bring everyone around the table. It’s especially important when working on an innovation project. Having the target design and components also helped a tons with prioritizing what should go or not into the MPV.
Principles and Heuristics
To cut trough the noise, it’s very important to lay out how we want to experience to feel like. Deciding early on heuristics and Design principles helped me stay on track while crafting the journey.
Build as a team
What helped a lot was to centralize the knowledge and to be sure to share our progress on all the front. Staying in sync with slack and dedicated meetings allowed us to make sure that the vision was shared across everyone.
I could not have worked on this without the amazing design and R&D teams at Criteo, so I’d like to end this case study by thanking the teams for their patience and for trusting me with this project
Criteo
AI Marketing Assistant
Adtech
AI
Conversational design
Criteo is a leader in targeted online advertising; their added value lies in audience monetization with an extremely complex algorithm that intelligently identifies consumers.
The feature I worked on allows for the creation of highly sophisticated audiences, enabling brands to precisely target consumers suited to their offerings. The goal was to build a scalable product across all Criteo offerings so the agent's capabilities can evolve with additional skills.
Layout
Discovery
We started by interviewing Criteo marketing experts to understand their workflow. Our users were already using LLM tools to get new ideas for their campaigns but it was not linked to Criteo’s Data.
Digging into the data we identified a core opportunity around enabling new segment ideas for marketers. While users where happy with the current audience tool, the data showed that they would often stick with simpler audiences to avoid the complexity of the tools.
Mapping “Note-n-Map”
Borrowing from the excellent article of Steph Cruchon I led a workshop to build a cross functional story mapping. This allowed us to clearly layout the process of building the audience from the brief to the client receiving the ads
Early sketchs
3 main layouts where prioritized
Landing page
The goal of this page was to clarify what the agent could and could not do, and to encourage users to explore the tool
Entry point
The agent needed to be on the critical path of the users to ensure easy adoption
The Advanced layout
To bring the conversation to life, we aimed for a generative layout that would carry graphics and visualisation enabling a back and forth with users
Components
Working with Criteo’s design system, we design new AI components. Our Focus was on scalability to ensure that the design could be reused across others Criteo’s agents
History
Audience selector
Source on hover
Key learnings
Look for the long term picture
Design for the best helped raised the bar of quality on the components and to bring everyone around the table. It’s especially important when working on an innovation project. Having the target design and components also helped a tons with prioritizing what should go or not into the MPV.
Principles and Heuristics
To cut trough the noise, it’s very important to lay out how we want to experience to feel like. Deciding early on heuristics and Design principles helped me stay on track while crafting the journey.
Build as a team
What helped a lot was to centralize the knowledge and to be sure to share our progress on all the front. Staying in sync with slack and dedicated meetings allowed us to make sure that the vision was shared across everyone.
I could not have worked on this without the amazing design and R&D teams at Criteo, so I’d like to end this case study by thanking the teams for their patience and for trusting me with this project