Senior Product Designer
Researcher
Figma, User Testing
1 Director, 1 Content Writer,
1 Systems Designer, 1 Senior Product Designer
Known for its powerful analytics and comprehensive tools for content distribution, Simplecast is one of the leading podcast hosting platforms. However, its ad monetization features were growing outdated compared to some of the up and coming competitors. To counter this, a decision was made to implement the AdsWizz campaign management and monetization features into Simplecast. While AdsWizz is known for its advanced targeting capabilities, dynamic ad insertion, and programmatic tools.
Simplecast and AdsWizz respective home pages
When I joined the Simplecast team resources were tight and research was limited making it clear we needed a deeper understanding of our users’ needs. To address this, I took the lead in launching several targeted research initiatives.
Archetypes were drawn from user interviews and business objectives with the objective to get teams on the same page with our target user base and to create an empathy tool. Cards were designed displaying essential info on the archetypes and handed out to colleagues as fun way of familiarizing the content.
The empathy map for each of the archetypes were done in a series of one hour workshops for each of the archetypes. This lead to further brainstorming of areas where the UX could be improved as well as a deeper understanding of the user base.
To dive further into the nuances of the users’ 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.
The insights gathered from the research exercises directly informed updates to the navigation by highlighting the need for a more intuitive, user-centric structure. Archetypes and empathy mapping revealed that users often struggled to find key features quickly, emphasizing the importance of surfacing essential tools based on specific workflows. Journey mapping showed frequent frustration with navigating between related tasks, such as campaign management and analytics, pointing to the need for smoother transitions and better grouping of features. Competitive research further validated this by showcasing streamlined navigation patterns in competitor platforms, which could be adapted and improved upon.
When reviewing competitors, we noticed their primary navigation had more options, but the sections themselves were less complex. Simplecast, on the other hand, had a very streamlined primary nav but the individual sections were more built out, carrying a lot of the workload. To improve this, we ran tests with current users to see which features would make sense to move into the main navigation. The results showed that adding Analytics to the main navigation felt most intuitive to users, making it easier for them to access important insights.
Wireframes were used to map out the app's structure and key features such as episode uploads, analytics, and campaign management in a clear and organized manner. This helped stakeholders visualize the user experience and optimize navigation, ensuring the design aligns with user needs before diving into high fidelity mocks.
During the research and planning phase, we explored opportunities to drive innovation on the platform. One such example was the integration of AI-driven voice cloning. In the wireframe user flow, podcasters could create custom ads by cloning their own voice, enabling highly personalized and scalable ad content without additional recording time to help streamline the ad creation process.
Utilizing the research and an updated information architecture, new screens were designed combining elements of Simplecast and AdsWizz design systems. A work in progress, weekly meetings were arranged to strategize how to bridge the two systems.
Through research, brainstorming, and refining our design system, we’ve started bringing screens to life that focus on creating a smooth and enjoyable experience for users. Every part of the design is built with the user in mind, making sure it’s clear, easy to use, and feels right.
Looking back, there’s a lot to celebrate. One major success was the way our evolving design system helped create a cohesive and user-friendly interface. By keeping the user experience at the center of every decision, we were able to deliver screens that felt intuitive and polished. Our focus on regular feedback loops with users also proved invaluable—it helped us catch potential roadblocks early and make adjustments that really resonated with our audience.
That said, there were areas where we stumbled. One challenge was underestimating how long it would take to align the design system with new features as they came together. This caused a few delays that could have been avoided with better planning. Additionally, while we worked hard to incorporate user feedback, there were times when we felt overwhelmed by competing priorities and had to make tough calls about what to address first. These experiences, while frustrating in the moment, were great learning opportunities that will help us refine our approach for future projects.
