THE DEVELOPMENT OF PROGRAMMATIC AD BUILDER FOR MOBILE WEBSITE AD

• Main Author: Mertiana, Dina
• Format: Theses
• Language: Indonesia
• Subjects: Desain dan dekorasi bangunan dan aksesori
• Online Access: https://digilib.itb.ac.id/gdl/view/69447
• Institution: Institut Teknologi Bandung

including in Indonesia. With advertisers' high interest in using programmatic methods, an ad builder has emerged that is designed to make it easier for users to organize, create, and view reports of ads running on the platform. There is a need to develop this platform to be better in terms of experience and visuals, so it is necessary to identify and map user needs when operating the ad builder. The purpose of identification is to present a user experience that is simpler, more consistent, and provides convenience to users that use the same platform. The method used is a design thinking approach consisting of five stages: empathize, define, ideate, prototype, and test. In the empathize stage, interviews with 3 (three) ad builder users which are advertising operation, designer, and creative engineer will be conducted, the define stage will identify information and create a user persona, and the ideate stage will create affinity diagrams and user flow. The identification results showed the need for an uncomplicated user flow, simple and friendly visual factors, and other supporting features that have not been implemented to support users when performing tasks. The next step is designing a wireframe and a prototype of the ad builder CreaveAd to answer users' needs. The ad CreaveAd test was conducted on 6 (six) respondents using the System Usability Scale (SUS). The result obtained is that the prototype is in grade C+ with an adjective scale of Good and acceptable on the acceptable scale. From the final results obtained, the prototype design can be improved according to feedback from respondents. The findings in this study can be used as a reference for developing a better ad builder design. The SUS score per user group is ad operations scored A, while designers and creative developers scored C. The design of the Creavead ad builder is more suitable for ad operations, while the flow and visual prototypes for other users need to be improved according to feedback from respondents. The design carried out in the research is expected to be used as a reference for the development of a better ad builder design in terms of experience and visuals.