Spotlight User Research
Spotlight User Research
Spotlight was a new suite of ad products designed to be triggered by specific user actions, rather than appearing automatically. I led the following research study to ensure these experiences remained non-intrusive for consumers while still delivering value to our advertising clients.
Type
Type
Type
Ad Products
(Mobile & Desktop)
Employer
Employer
Employer
Kargo
Kargo
Kargo
Role
Role
Role
Product Design Lead
Product Design Lead
Product Design Lead
Timeline
Timeline
Timeline
Q1 2024 - Q2 2024
Q1 2024 - Q2 2024
Q1 2024 - Q2 2024
Who is the user?
1. Everyday consumers of our ads within mobile & desktop web pages. 2. Clients of Kargo
Who is the user?
1. Everyday consumers of our ads within mobile & desktop web pages. 2. Clients of Kargo
Who is the user?
1. Everyday consumers of our ads within mobile & desktop web pages. 2. Clients of Kargo
What was their primary goal?
What was their primary goal?
What was their primary goal?
Who was on the team?
Who was on the team?
Who was on the team?
Where did we start?
Where did we start?
Where did we start?
What challenges/constraints were we working with?
What challenges/constraints were we working with?
What challenges/constraints were we working with?
“As an end consumer, I would like to read my online article content easily and uninterrupted by intrusive advertising so that I can learn my intended information that brought me to that page quickly.
Laura Ramirez
“As an end consumer, I would like to read my online article content easily and uninterrupted by intrusive advertising so that I can learn my intended information that brought me to that page quickly.
Laura Ramirez
“As an end consumer, I would like to read my online article content easily and uninterrupted by intrusive advertising so that I can learn my intended information that brought me to that page quickly.
Laura Ramirez
“As a Kargo advertiser client, I want access to unique ad products for my digital campaigns so I can effectively reach my target audience and drive stronger campaign performance.
Sam Rodgers
“As a Kargo advertiser client, I want access to unique ad products for my digital campaigns so I can effectively reach my target audience and drive stronger campaign performance.
Sam Rodgers
“As a Kargo advertiser client, I want access to unique ad products for my digital campaigns so I can effectively reach my target audience and drive stronger campaign performance.
Sam Rodgers
Attention Shifts Trigger
The user engages with the article, then shifts focus by changing tabs or leaving the app. Upon returning, the Spotlight ad appears, capturing renewed attention at a natural re-entry point.
Attention Shifts Trigger (w/ Overlay Ad)
Attention Shifts Trigger (w/ In-Article Ad)
Scroll Activity Trigger
As the user scrolls back toward the top, it signals they’ve likely finished the article and are deciding what to do next. It’s a clean, natural moment to surface the ad without interrupting the reading experience.
Scroll Activity Trigger (w/ Overlay Ad)
Scroll Activity Trigger (w/ Masthead Ad)
Content Complete Trigger
The user scrolls through the article without interruption. When they finish reading and move their mouse to the address bar or browser UI, a Spotlight ad is triggered. This moment signals intent to leave or task completion — an ideal opportunity for brand impact.
Content Complete Trigger (w/ Overlay Ad)
Content Complete Trigger (w/ In-Article Ad)
Idle Time Trigger
After 20 seconds of no interaction, the user becomes idle. This moment allows the ad to display naturally without disrupting engagement — and it’s already on-screen when the user returns.
Idle Time Trigger (w/ Overlay Ad)
Idle Time Trigger (w/ In-Article Ad)
userinterviews.com
We tested the eight distinct ad experiences above across both mobile and desktop, each combining one of four triggers with one of three ad formats. We recruited and tested with six consumers through userinterviews.com.
Screening & Recruiting
We distributed a preliminary screening question to identify users who frequently read articles on both mobile and desktop. From the respondents, we selected six participants for testing.
User Testing Script
I developed a user testing script to ensure alignment among project and business stakeholders regarding the test flow and key questions to be addressed with our users.
Moderated User Testing
I conducted each test session via Zoom, personally guiding participants through the process while other team members observed and took notes.
Test Results Summary
We analyzed our test notes and transcripts to identify key themes and insights, which were documented in this summary to share with stakeholders.
Screening & Recruiting
We distributed a preliminary screening question to identify users who frequently read articles on both mobile and desktop. From the respondents, we selected six participants for testing.
User Testing Script
I developed a user testing script to ensure alignment among project and business stakeholders regarding the test flow and key questions to be addressed with our users.
Moderated User Testing
I conducted each test session via Zoom, personally guiding participants through the process while other team members observed and took notes.
Test Results Summary
We analyzed our test notes and transcripts to identify key themes and insights, which were documented in this summary to share with stakeholders.
Screening & Recruiting
We distributed a preliminary screening question to identify users who frequently read articles on both mobile and desktop. From the respondents, we selected six participants for testing.
User Testing Script
I developed a user testing script to ensure alignment among project and business stakeholders regarding the test flow and key questions to be addressed with our users.
Moderated User Testing
I conducted each test session via Zoom, personally guiding participants through the process while other team members observed and took notes.
Test Results Summary
We analyzed our test notes and transcripts to identify key themes and insights, which were documented in this summary to share with stakeholders.
Screening & Recruiting
We distributed a preliminary screening question to identify users who frequently read articles on both mobile and desktop. From the respondents, we selected six participants for testing.
User Testing Script
I developed a user testing script to ensure alignment among project and business stakeholders regarding the test flow and key questions to be addressed with our users.
Moderated User Testing
I conducted each test session via Zoom, personally guiding participants through the process while other team members observed and took notes.
Test Results Summary
We analyzed our test notes and transcripts to identify key themes and insights, which were documented in this summary to share with stakeholders.
Screening & Recruiting
We distributed a preliminary screening question to identify users who frequently read articles on both mobile and desktop. From the respondents, we selected six participants for testing.
User Testing Script
I developed a user testing script to ensure alignment among project and business stakeholders regarding the test flow and key questions to be addressed with our users.
Moderated User Testing
I conducted each test session via Zoom, personally guiding participants through the process while other team members observed and took notes.
Test Results Summary
We analyzed our test notes and transcripts to identify key themes and insights, which were documented in this summary to share with stakeholders.
Screening & Recruiting
We distributed a preliminary screening question to identify users who frequently read articles on both mobile and desktop. From the respondents, we selected six participants for testing.
User Testing Script
I developed a user testing script to ensure alignment among project and business stakeholders regarding the test flow and key questions to be addressed with our users.
Moderated User Testing
I conducted each test session via Zoom, personally guiding participants through the process while other team members observed and took notes.
Test Results Summary
We analyzed our test notes and transcripts to identify key themes and insights, which were documented in this summary to share with stakeholders.
Screening & Recruiting
We distributed a preliminary screening question to identify users who frequently read articles on both mobile and desktop. From the respondents, we selected six participants for testing.
User Testing Script
I developed a user testing script to ensure alignment among project and business stakeholders regarding the test flow and key questions to be addressed with our users.
Moderated User Testing
I conducted each test session via Zoom, personally guiding participants through the process while other team members observed and took notes.
Test Results Summary
We analyzed our test notes and transcripts to identify key themes and insights, which were documented in this summary to share with stakeholders.
Screening & Recruiting
We distributed a preliminary screening question to identify users who frequently read articles on both mobile and desktop. From the respondents, we selected six participants for testing.
User Testing Script
I developed a user testing script to ensure alignment among project and business stakeholders regarding the test flow and key questions to be addressed with our users.
Moderated User Testing
I conducted each test session via Zoom, personally guiding participants through the process while other team members observed and took notes.
Test Results Summary
We analyzed our test notes and transcripts to identify key themes and insights, which were documented in this summary to share with stakeholders.
Screening & Recruiting
We distributed a preliminary screening question to identify users who frequently read articles on both mobile and desktop. From the respondents, we selected six participants for testing.
User Testing Script
I developed a user testing script to ensure alignment among project and business stakeholders regarding the test flow and key questions to be addressed with our users.
Moderated User Testing
I conducted each test session via Zoom, personally guiding participants through the process while other team members observed and took notes.
Test Results Summary
We analyzed our test notes and transcripts to identify key themes and insights, which were documented in this summary to share with stakeholders.
Screening & Recruiting
We distributed a preliminary screening question to identify users who frequently read articles on both mobile and desktop. From the respondents, we selected six participants for testing.
User Testing Script
I developed a user testing script to ensure alignment among project and business stakeholders regarding the test flow and key questions to be addressed with our users.
Moderated User Testing
I conducted each test session via Zoom, personally guiding participants through the process while other team members observed and took notes.
Test Results Summary
We analyzed our test notes and transcripts to identify key themes and insights, which were documented in this summary to share with stakeholders.
Screening & Recruiting
We distributed a preliminary screening question to identify users who frequently read articles on both mobile and desktop. From the respondents, we selected six participants for testing.
User Testing Script
I developed a user testing script to ensure alignment among project and business stakeholders regarding the test flow and key questions to be addressed with our users.
Moderated User Testing
I conducted each test session via Zoom, personally guiding participants through the process while other team members observed and took notes.
Test Results Summary
We analyzed our test notes and transcripts to identify key themes and insights, which were documented in this summary to share with stakeholders.
Screening & Recruiting
We distributed a preliminary screening question to identify users who frequently read articles on both mobile and desktop. From the respondents, we selected six participants for testing.
User Testing Script
I developed a user testing script to ensure alignment among project and business stakeholders regarding the test flow and key questions to be addressed with our users.
Moderated User Testing
I conducted each test session via Zoom, personally guiding participants through the process while other team members observed and took notes.
Test Results Summary
We analyzed our test notes and transcripts to identify key themes and insights, which were documented in this summary to share with stakeholders.
Example User Testing Clip
SATISFACTION SCORECARD
SATISFACTION SCORECARD
(Rating from 0-5)
Attention Shifts
4.75
w/ Overlay (Mobile)
2.9
w/ Overlay (Desktop)
4.0
w/ In-Article (Mobile)
3.9
w/ In-Article (Desktop)
Scroll Activity
4.125
w/ Overlay (Mobile)
3.2
w/ Overlay (Desktop)
4.4
w/ Masthead (Mobile)
4.6
w/ Masthead (Desktop)
Content Complete
3.6
w/ Overlay (Mobile)
2.6
w/ Overlay (Desktop)
3.3
w/ In-Article (Mobile)
3.6
w/ In-Article (Desktop)
Idle Time
4.25
w/ Overlay (Mobile)
3.2
w/ Overlay (Desktop)
4.6
w/ In-Article (Mobile)
4.1
w/ In-Article (Desktop)
Key Takeaways
Overall, users reacted positively to the concept of triggering ads at these particular moments.
Overall, users reacted positively to the concept of triggering ads at these particular moments.
Overall, users reacted positively to the concept of triggering ads at these particular moments.
Users were frustrated when the overlay ad appeared while they were still able to read or complete a task by scrolling up or returning to the top.
Users were frustrated when the overlay ad appeared while they were still able to read or complete a task by scrolling up or returning to the top.
Users were frustrated when the overlay ad appeared while they were still able to read or complete a task by scrolling up or returning to the top.
Users really appreciated the scroll activity with the masthead because it didn’t block any content and allowed them to easily scroll past the ad.
Users really appreciated the scroll activity with the masthead because it didn’t block any content and allowed them to easily scroll past the ad.
Users really appreciated the scroll activity with the masthead because it didn’t block any content and allowed them to easily scroll past the ad.
Users disliked the in-article ad triggered by scroll activity because the ad had already scrolled out of view by the time it appeared.
Users disliked the in-article ad triggered by scroll activity because the ad had already scrolled out of view by the time it appeared.
Users disliked the in-article ad triggered by scroll activity because the ad had already scrolled out of view by the time it appeared.
UX Updates
We couldn’t remove the overlay ad due to its broad reach across our publishers. However, we improved the user experience by enlarging the clickable area of the close (‘X’) button, making it easier for users who weren’t interested in the ad to dismiss it.
We couldn’t remove the overlay ad due to its broad reach across our publishers. However, we improved the user experience by enlarging the clickable area of the close (‘X’) button, making it easier for users who weren’t interested in the ad to dismiss it.
We couldn’t remove the overlay ad due to its broad reach across our publishers. However, we improved the user experience by enlarging the clickable area of the close (‘X’) button, making it easier for users who weren’t interested in the ad to dismiss it.
We increased the required scroll velocity for triggering scroll activity with the overlay, ensuring that the ad no longer appears when users slowly scroll up to revisit content.
We increased the required scroll velocity for triggering scroll activity with the overlay, ensuring that the ad no longer appears when users slowly scroll up to revisit content.
We increased the required scroll velocity for triggering scroll activity with the overlay, ensuring that the ad no longer appears when users slowly scroll up to revisit content.
On mobile, we disabled the overlay and in-article ads from appearing when the browser bars automatically reappear during scrolling. Now, the ads will only display if the user manually taps the collapsed browser bar to reveal it.
On mobile, we disabled the overlay and in-article ads from appearing when the browser bars automatically reappear during scrolling. Now, the ads will only display if the user manually taps the collapsed browser bar to reveal it.
On mobile, we disabled the overlay and in-article ads from appearing when the browser bars automatically reappear during scrolling. Now, the ads will only display if the user manually taps the collapsed browser bar to reveal it.
Spotlight Business Outcomes
1.5x higher attention rate than standard ad supply
1.5x higher attention rate than standard ad supply
1.5x higher attention rate than standard ad supply
6x higher click-through rate compared to standard ad supply
6x higher click-through rate compared to standard ad supply
6x higher click-through rate compared to standard ad supply
2x high viewability rate compared to standard ad supply
2x high viewability rate compared to standard ad supply
2x high viewability rate compared to standard ad supply
2.25 million in gross revenue since the product launched
2.25 million in gross revenue since the product launched
2.25 million in gross revenue since the product launched