Simplecast is one of the leading podcast hosting platforms. Known for its powerful analytics, intuitive interface, and comprehensive tools for content distribution. The platform had great tools for content management however its ad monetization features were growing outdated compared to up and coming competitors. To counter this, a decision was made to implement the robust features of AdsWizz campaign and monetization features into Simplecast.
Simplecast and AdsWizz respective home pages
To take Simplecast's campaign and monetization features to the next level, first a solid understanding how their users’ needs and motivations was in order. This included UX initiatives such as creating a flow chart, competitive analysis, user archetypes, journey mapping, empathy mapping. These initiatives lead to ways of simplifying complicated workflows and to help strategize to make them more user-centric.
Archetypes were created from user interviews and business objectives to create an empathy tool in order to get teams on the same page. Cards were designed displaying essential info on the archetypes and handed out to colleagues as fun way of familiarizing the content.
Empathy mapping exercises were conducted in a one hour workshop for each of the archetypes. This helped to further brainstorm areas where the UX can be improved as well to bettter understand the user base.
To dive further into the nuances of the user workflows, journey mapping exercises were conducted based on demonstrations users gave mapping their steps, feelings, comments, opportunities for improvement and relevant screengrabs
Finally, to understand the competitive landscape a comprehensive competitive analysis was conducted showing user flows for topics such as Campaign Management and Reporting and Analytics. User flows were set up for different use cases capturing screen grabs along the way of the journey. Then a list of strengths, weaknesses and possible ideas from each competitor was compiled.
Wireframes were used to map out the app's structure and key features, such as episode uploads, analytics, and subscription management, in a clear and organized manner. This helped stakeholders visualize the user experience and optimize navigation, ensuring the design aligns with user needs.
Utilizing the research and an updated information architecture, new screens were designed combining elements of Simplecast and AdsWizz design systems. The result were an easy to use experience with screens that feel familiar to users.
