Firefly - Weekly Campaign Performance Digest

Role

Lead Product Designer (IA, UX, UI, CRO & Marketing Visual Strategy)

Client

Firefly

Tools

Figma, CSS/HTML

1. What is Firefly? (Context & Business Impact)

Firefly is a data-first Digital Out-of-Home (DOOH) advertising network delivering dynamic, location-targeted mobility media via taxi tops, rideshare screens, full vehicle wraps, and LED trucks across major North American cities (NYC, LA, Chicago, SF, Las Vegas).

The Business Challenge

While Firefly's web dashboard offered deep analytics, internal Sales and Business teams needed a more agile, compact communication tool to keep advertisers, agencies, and executives continuously engaged without requiring them to log into a platform. The goal was to design an automated, high-value Weekly Performance Digest that client leads could effortlessly forward to C-level stakeholders.

2. User Research & Information Architecture (IA)

To ensure the weekly digest delivered immediate value, I conducted one-on-one discovery interviews with both internal stakeholders (Sales & Business operations) and external client partners (Ad Agencies & Brand Marketers).

Research Findings & Content Hierarchy

Through research, I identified the exact metric priority needed for a high-impact email:

Executive Snapshot (Top Line): Total Impressions, Active Vehicles, Active Hours, and Campaign Progress.
Geographical Impact: Key location heatmaps and top-performing coverage zones (e.g., NYC vs. LA performance).
Time & Demographic Engagement: Peak performance hours and daily impression breakdowns.
Actionable Recommendations: Strategic suggestions for budget reallocation or campaign adjustments.

3. Core Technical Challenges & Design Trade-offs

Challenge 1: Geo-Location Data Visualization in Email (Domain Exploration):

Constraint: Having no prior background in geo-location data visualization, I had to conduct extensive domain research on how to translate complex spatial mobility data into clean, intuitive, and static digest formats. Since the report needed to be easily shared and viewed as a compact, non-interactive snapshot (without relying on live, heavy vector map libraries), presenting dense GPS tracking data clearly was a major hurdle.
UX Solution: I researched static-map rendering models and worked closely with engineering to convert raw GPS tracking streams into lightweight, high-contrast visual heatmaps and dynamic map cards. This allowed advertisers and executives to grasp campaign coverage and high-density impact zones at a single glance.

Challenge 2: Backend Data Processing & Calculation Logic:

Constraint: Raw mobility metrics (GPS pings, vehicle routes, impressions) needed to be aggregated into clear, executive-friendly numbers without overcomplicating the layout.
Execution: I collaborated closely with Backend Engineering teams to define data calculation logic, establishing exactly which raw data points to process, how to calculate performance averages, and how to format them for instant readability.

4. End-to-End Design Process & Execution

1-on-1 User Research: Interviewed agency leads and advertisers to uncover key reporting needs and metrics.

2- Geo-Data Research & IA Mapping: Researched spatial data visualization practices and organized content hierarchy.

3-Prototyping & Field Testing: Created wireframes and interactive prototypes, running usability tests with external clients to validate data readability.

4-Modern UI & Design System: Applied Firefly’s brand identity to a clean, modern UI optimized for both desktop and mobile mail readers.

5-Engineering Alignment: Partnered with backend teams to build the data-rendering pipeline and cross-client testing suites.

5. Business Impact & Key Outcomes

📬 ~75% Unprecedented Open Rate: Because the weekly digest delivered concise, high-value data, it achieved a consistently high ~75% open rate among advertisers and agency leads.
💬 Overwhelming Positive Client Feedback: Clients repeatedly highlighted the report as "clean, ultra-focused, and exceptionally useful" for executive reporting.
🚀 Key Market Differentiator: Within two quarters of launch, the Sales team adopted the Weekly Performance Digest as a core selling feature, giving Firefly a distinct competitive edge over rival DOOH networks in sales pitches.