Microsoft

Microsoft Advertising services, formerly known as Bing Ads is a platform that provides pay-per-click advertising on both the Bing and Yahoo! search engines. As a UX Design Lead at Microsoft in the Ad Services division, I led the design efforts for key digital products, including MSN, Bing, and Outlook.

Task

Create new UX opportunities within Microsoft ecosystems while also balancing the business need for high-performing ad placements with the users' desire for a non-intrusive, seamless browsing and email experience.

  • Strategy

    UX, Research, Usability Testing

  • Design

    UI, UX, Visual

  • Client

    Microsoft

  • Tools

    Sketch, Adobe Suite, html

MSN + Bing Ad Services

Solutions

The primary goal was to create a unified, intuitive, and effective ad experience that seamlessly integrates with the content and features of MSN, Bing, and Outlook.

This meant:

  • Enhancing the visual appeal and usability of ad placements without disrupting the user’s primary experience.
  • Increasing user engagement with ads through targeted and relevant content, thereby improving click-through rates and overall ad performance.
  • Developing a cohesive design language that aligns with Microsoft’s brand identity while catering to the specific nuances of each platform.

Results and Impact (KPI)

The outcomes of this project were highly impactful, including:

  • A significant increase in user engagement metrics, including click-through rates and time spent on MSN, Bing, and Outlook.
  • Improved user satisfaction scores, with feedback indicating a more seamless and enjoyable experience interacting with ads.
  • A refined ad strategy that balanced user needs with business objectives, contributing to a substantial uplift in ad revenue.
  • Enhanced cross-platform consistency, leading to a stronger and more cohesive brand presence across Microsoft’s key digital properties.

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