RetailMeNot implemented a carousel design to their mobile app homepage at the top spot. However, they weren't optimized for the business or the user.
The organization's ask was to increase the usability of the carousels, while also optimizing the monetization opportunities for the business.
• Design Strategy
• Interaction Design
The existing design didn't give precise affordances to the user to scroll through the carousel. In addition, the business' needs for impressions on advertising units decreased dramatically. (55% of the ad units on the mobile app homepage were unsellable to partners.)
- How can we increase sellable ad units?
- How can we encourage more vertical and horizontal scrolling behavior?
- How can we increase engagement with the ad units?
- What is the optimal amount of peeking for the ad units in the carousel?
- The more the ad units look like offer cards (underneath the carousel), the more engagement the carousel will have.
- Logos are the most scanned assets that can help with scrollability and engagement
- Interactive Advertising Bureau standards require 50% of the ad unit to be viewable for 2 seconds to fully count as an impression
Initial Design Considerations
Explored many options of peeking the carousel and giving affordances to interact with the ad unit carousel. Heavily relied on the Gestalt principle of Closure to help give assistance to interact with the carousel.
Explored all these designs while keeping in mind the IAB's standard for 50% viewable ad units to get impression on the units. So exploration of every breakpoint was necessary that still visually was balanced.
This was the most minimal interaction for the carousel.
Most complex design where many elements and tags animate to give a high end interaction.
FINAL DESIGN DECISION
The final decision landed on ad units that were taller, increasing the number of sellable ad units. So in the new designs, two ad units would fire an impression, therefore doubling the number of impressionable units upon landing.
The logos remained prominent in the designs, as well as adopting more uniform UI design with the offer cards below the carousel.