Project Description
Amagimix is the india’s largest online “Do it yourself” media buying and planning platform for television advertising. It enables businesses and brands to advertise on television in a simple and efficient manner.
Product Challenge
- Over 45% of SME advertisers currently do not prefer advertising on TV due to lack of knowledge, targeting options and affordability of advertising on TV.
- To streamline the process of media planning & purchasing online.
- To educate our prospective SME clients and make them familiar with concept of media planning.
Target Audience
- Amagi MIX aims to cater to the needs of businesses who wish to move beyond print or radio to advertise their brands to larger audience sets via television at an affordable cost.
- Small and medium businesses and first time advertisers.
How it works
Project Timeline
User Persona
User research round 1 and observations
Initial UI Explorations
Scenario 1 : Creation of TV media plan
- The Amagimix algorithm optimises the media plan by maximising the number of target audience exposed (reach) and number of times (frequency) they are exposed at the requested budget.
- Considering the advertiser's budget, it analyses the spend patterns across channel genres, campaign duration, channel mix and total spends for a given product category to develop the final media plan.
UI Exploration 2
Final Design
Updated Step 3 UI design
Scenario 2 : Edit TV media plan
- The user can edit the recommended plan. He/she can add or remove channels. Add offers if interested.
UI Exploration 2
Final UI design
The structure of the application pages
The main approach was to give information about the company and product. Secondly the important factor is to create a proper grid.
I have defined the structure of the pages which includes grids, alignments, size and style to organise images/content.
Components -Form, Tab, Selection, Content
UI Screen - About Us
UI Screen - Our Customers
UI Screen - Channel Info
E-mailer template
The user gets an automated mail with details for registration and payment actions.
Mobile Site
CII Interaction design award
Amagimix product won the Interaction Design award at CII Design Excellence Awards 2017, Hyderabad
Category - Interaction Design
Sub category - Business & Productivity
Wrapping up!
How the application is performing?
Amagi MIX has garnered a lot of interest from the large SME businesses in India. This product is creating a behavioural change amongst its target users as it has successfully democratised TV Advertising. Amagi MIX has recorded 52,851 user sessions in August 2017 and it is increasing at a rate of 15% month on month.
More than 10,000 SMEs have registered on the MIX platform booking 100s of campaigns across more than 50 channels. Many of the customer are now regularly setting up repeat campaigns having tasted the power of TV advertising which complement their ongoing digital and print marketing efforts. Amagi MIX has also seen lot of interest from channels which see this as a great medium to expand their customer base and the platform currently boasts of hosting more than 130 prominent Indian TV channels across genres and languages.
First of its kind media-planning and buying platform for SMEs in India. Challenge of speaking SME language and yet providing a powerful and simple tool to do their planning/buying’.
What did i learn?
- First impression count : If the user find your site less inviting or engaging, not optimized for browsing on various devices
they will go somewhere else. Designing an engaging web application is a crucial and valuable experience.
- Small details matters : Changing the edit plan label, notes about broadcast terms and adding a little bit information while loading the media plan may not appear to be big innovations but these changes will clear user’s frustrations and eventually increase conversion.
- Users first : Seeing the product from a user’s perspective, I challenged myself to ask the same question on every page, does the user know where to go next from here? or know what to do here? If not what do i need to do that?