Inadco LeadCenter Express

Inadco’s core product is an internal tool that employees use to build form ads for advertisers who want to collect leads. Leads contain personally identifiable information (PII) from interested consumers and are significantly more valuable than simple clicks. Inadco had been manually creating ads for each individual advertiser and wanted to build a self-service application. Working with product management and engineering, and with oversight from the CEO, I researched, designed, user tested, and iterated upon LeadCenter Express. These mocks show a small sampling of 18 months of design work.

The final product enables users to set up advertising campaigns, build form ads using templates or by uploading custom artwork, set up delivery of their leads, and view performance metrics.

1. Early flows attempted to find ways to eliminate Inadco’s traditional sign up process and insertion order (IO) creation. This flow shows Inadco intervention in yellow, while self-service tasks are shown in green. The wireframe shows ad editing options for an old version of form ads that displayed only within Yahoo organic search (since sunsetted).


2. These wireframes demonstrate the thought process behind different types of form ad editing. Wireframe A shows a template-based approach with basic form field editing using text fields. Wireframe B also shows templates but with direct editing of the form ads by clicking within the preview. Both options were initially considered until resource constraints suggested we go with option A for MVP.


3. This is the final version of the All Campaigns page after numerous iterations. For MVP, the page did not contain the performance graph, but did support all other features shown. Since leads are the defining feature of Inadco’s product offering, new leads are indicated in both the table next to the associated campaign, as well as in the navigation header where all leads are collected.


4. The Leads page shows either all leads or leads in the context of a specific campaign, depending on how the user accessed the page. “Online” leads, while providing a nice visual, are not the main method by which advertisers can receive their leads. Most advertisers set up a “lead delivery,” specifying that Inadco pass them leads via a URL, FTP, HTTP, CRM tool, or other methods.


5. The fields available to advertisers for their form ads are based on an industry category selection. Inadco makes recommendations for optimum fields for a specific category, but advertisers can also choose their own fields. The widget I designed for the category selector was made for reuse, to reduce engineering time and also to provide users with a familiar UI across the application.


6. This mocks shows the same widget as in mock #5, but reused for a field selector. Multiple fields can be selected, unlike the category selector above. The price increases or decreases based on the fields selected (the pricing model had not been fully defined at this point, so the mock does not show prices per field).


7. The ad creator step of the new campaign wizard enabled advertisers to quickly create a form ad based on provided templates. More graphically inclined advertisers upload their own custom backgrounds, as well as change text color, header and footer color, and other options under “show advanced options.”


8. Early iterations of the lead delivery set up used a tabbed widget to contain options for each delivery method and enable users to select one or many methods. Users were required to test their delivery set up to ensure they were receiving leads.



9. This mock shows advanced options for deliveries, such as field mapping. Because these settings are complex, and only certain advertisers required them, I hid them within the “edit field mapping” section. They are shown here to demonstrate the robustness of the application, and its ability to serve both basic and expert users.


10. I eventually redesigned the lead delivery set up page to better lay out the options available and make it clearer what the user was simply viewing vs. what was selected/turned on vs. what was available and not selected. This design also provided more room for the settings below each option.


11. This is an example of a final spec deliverable for the All Campaigns page.