2. A User’s World Begins
with Identity:
• Personality
• Company they work
at (culture)
• Communication
with coworkers:
collaborative/hierar
chical/siloed
How Do Users View Themselves?
How do Users
View Themselves?
company
culture
hierarchy vs
collaboration
communication
3. What Do Users Do in Console?
A User’s View of
themselves and of
Console is also shaped by
what they do every day:
• Daily tasks
• Role/Responsibilities
• Time Spent in the
Console
What do users do in Console?
How do Users
View Themselves?
Repetition
Reporting
Time Management/
Buy or Sell Side tasks
Minimize risk/
Watch their backs
Strategizecompany
culture
hierarchy vs
collaboration
communication
4. How Do Users View AppNexus?
A User’s relationship to
our product is also
shaped by every point
of interaction they have
with our company:
• People
• Product
• Brand
How do users view AppNexus?
What do users do in Console?
How do Users
View Themselves?
People- Interactions:
Account Managers,
Services,
Support
Brand/Industry Reputation
Product Interactions:
Console,
UX team?
documentation?
Repetition
Reporting
Time Management/
Buy or Sell Side tasks
SELF-EDUCATION:
DOCUMENTATION/HELP
Minimize risk/
Watch their backs
Strategizecompany
culture
hierarchy vs
collaboration
communication
5. How Do Users View The Adtech Ecosystem?
How do users view the adtech ecosystem?
How do users view AppNexus?
What do users do in Console?
How do Users
View Themselves?
People- Interactions:
Account Managers,
Services,
Support
Brand/Industry Reputation
Product Interactions:
Console,
UX team?
documentation?
Repetition
Reporting
Time Management/
Buy or Sell Side tasks
SELF-EDUCATION:
DOCUMENTATION/HELPbuyer-seller communication
Minimize risk/
Watch their backs
Strategizecompany
culture
hierarchy vs
collaboration
communication
clients of clients
All our user’s worlds are
situated within the larger
adtech ecosystem:
• Interaction with other
clients, partners,
competitors
• Type of company
(Lumascape view)
6. A user’s sense of self is shaped by
the responsibilities they have in
the system--- tasks are daily
interactions which in turn influence
how a user views both themselves
and the company. For example,
activities like formulating clever
buying/selling or optimizing
strategies form part of a user's
identity (i.e. pride in their "secret
sauce") but also result from the
need to excel at daily tasks.
Similarly, moments when a user
needs to teach him/herself about
Console are turnkey opportunities
as the user is actively looking to
engage AppNexus' help (support
tickets are another example).
Depending on how the education
attempt goes, a user may increase
efficiency and thus confidence in
the system or simply settle for a
safe but perhaps inefficient
routine.
How do users view the adtech ecosystem?
How do users view AppNexus?
What do users do in Console?
How do Users
View Themselves?
People- Interactions:
Account Managers,
Services,
Support
Brand/Industry Reputation
Product Interactions:
Console,
UX team?
documentation?
Repetition
Reporting
Time Management/
Buy or Sell Side tasks
SELF-EDUCATION:
DOCUMENTATION/HELPbuyer-seller communication
Minimize risk/
Watch their backs
Strategizecompany
culture
hierarchy vs
collaboration
communication
clients of clients
When Worlds Collide….
Editor's Notes
Personality + Task= shapes unique ways of using Console
TRUST DEBTACCOUNT MANAGER’S SWITCHINGSUPPORT IS JUST AN AUTOMATED
