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Surendar Selvaraj.
PRIMe hyper-personalised ad engine

[ Case study ]

PRIMe - Hyper-Personalised Ad Engine

PRIMe is a GlobalLogic framework for hyper-personalised viewership: a persona-driven ad recommendation and impression-management engine pairing a viewer mobile app with an advertiser dashboard. I led the UX across the Discover, Define, Design, and Deliver phases, building detailed personas and a high-fidelity console for sales, profit, and conversion. The outcome works on three sides: revenue for providers, higher conversion for advertisers, and fewer, more relevant ads for viewers.

Client
GlobalLogic
Role
UI/UX Design Architect · via GlobalLogic
Year
2020
Disciplines
UX Strategy, AdTech, Personalisation, Dashboard Design, Visual Design

2

Surfaces: viewer app and advertiser console

[ Information architecture ]

01

Viewer app

  • Onboarding
  • Consumption
02

Advertiser console

  • Ads Manager
  • Users & personas
03

Personas

  • Segments
  • Targeting

PRIMe - the Personalised Recommendation and Impression management engine - is a GlobalLogic solution framework for hyper-personalised viewership. It lets content providers serve ads based on each viewer's persona, creating better ROI for advertisers and more relevant experiences for viewers. I led the UX deliverables across the Discover, Define, Design, and Deliver phases.

The PRIMe design process: discover, define, design, deliver

The idea

PRIMe gives content providers a platform to serve persona-defined ads. Viewer demographics and analytics hyper-personalise each ad, and providers can dynamically insert those ads on viewers' smart devices - turning audience understanding into monetisation.

Hyper-personalised viewership: overview, approach, and outcome
The model: persona-defined ads driven by viewer demographics and analytics, monetised through ad networks.

The outcome works on three sides: content providers generate revenue by sharing personas with advertising groups - SSPs, ad networks, and ad servers; advertisers get higher conversion from hyper-personalised ads; and viewers see fewer, more relevant ads.

Grounding targeting in personas

Persona is the unit PRIMe runs on, so I built the personas and their contexts in detail - what someone wants, when, and why - so ad targeting served a real person rather than an abstract segment.

A PRIMe viewer persona
Personas like Emma - a time-poor flight attendant - define the audiences advertisers target through PRIMe.

Two surfaces, one engine

PRIMe needed two experiences sharing one engine: a viewer mobile app for onboarding and consumption, and a web console where content providers and advertisers manage personas, ads, and performance. I designed both from low-fidelity wireframes upward.

Low-fidelity mobile wireframes for viewer onboarding
Low-fidelity web wireframes for the advertiser dashboard

The advertiser dashboard

The high-fidelity console is where the engine becomes usable: an Ads Manager dashboard surfacing sales, new users, ad visitors, profit, and conversion, plus a Users module that manages the persona segments advertisers target. The visual design kept dense analytics calm and scannable.

High-fidelity advertiser dashboard with sales, users, ad visitors, profit, and conversion
The advertiser dashboard: live sales, audience growth, ad reach, profit, and conversion in one view.
The Users module managing persona segments
The Users module: viewers organised by persona, location, and category for precise ad targeting.

Outcome

A persona-driven ad engine with a human core - UX deliverables that connected PRIMe's monetisation model to the viewers, providers, and advertisers it had to serve at once.

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