We’ve recently revamped the AdRoll dashboard for a fresh, more intuitive, and cleaner experience for users. Go behind the scenes with Eric Nash, senior UX manager at AdRoll, to learn more about the improvements and decision-making science behind the dashboard’s new look and feel.

Q: What was the impetus for making these changes?

Eric: The style changes at AdRoll weren’t simply cosmetic, we had to solve a number of different design challenges as well. Because the dashboard content is very comprehensive and dense, picking out the most important parts is always a challenge. Our solution was to simplify the presentation so the data is more prominent. We removed gradients, textures, borders, and any visuals that didn’t contribute to understanding of the data.

We also simplified the color palette to use fewer colors. Fewer colors means that the colors you do use will more likely pull the eye to the point of interest. Lastly, several of our upcoming features could not have been expressed as effectively in our conventional skin, so the impetus for change was clear.

Q: What were some of the inspirations?

Eric: First and foremost, we were inspired by our users, and the feedback that we receive from existing customers. We’ve heard the call for more simplicity, so we turned our attention to “how”. There’s an infinite stream of inspiration that comes from best-of-breed apps as well as design-focused blogs, but we tried to look more heavily to news sites and blogs that use data to tell a story. Places like the New York Times, FiveThirtyEight, and Wall Street Journal. The presentation principles that these sites employ strikes a balance between showing at-a-glance vibrancy that captures your attention, and a certain clarity to make their meaning quickly digestible. If we can nail it the way they’ve been doing it, I feel we’re really on our way to creating a compelling product.

Q: Where’s all this going, and what’s next?

Eric: One of the primary reasons that the new styles were applied to our retargeting product was that it needed to have visual parity with upcoming features and products. These new features emphasize content in a way that discourages showing everything in favor of only showing what’s important. Our UX research shows that what’s important depends though – different users need different data. The way to reconcile this is to give users control to decide what they see. Users can curate the content to what’s most frequently used, what’s most important or what’s simply of passing interest.

So, now you have it. Have you tried out the new dashboard yet? Check it out today and do tell us what you love about it!