Atlas —

Revolutionizing AdTech with a contextual mobile engagement platform.

Revolutionizing AdTech with a contextual mobile engagement platform.

Revolutionizing AdTech with a contextual mobile engagement platform.

Echosense

Echosense is a company building a contextual mobile engagement platform. The platform would be used by companies to deliver relevant engaging advertisements to users based on their context.

Headquarters

Delhi, IN

Industry

Advertisment, B2B,

Mobile

Duration

6 Months

Role

UX Designer & Developer

Team

1 x Designer & Developer

2 x Founders

1 x Engineer Intern

Responsibilities

User Research

Wireframing

UI Design

Usability Testing

Android Development

Mentorship

The client

The client

The client

Echosense is a forward-thinking company that is dedicated to creating a cutting-edge mobile engagement platform. The platform is designed to help businesses connect with their customers in a more personalized and meaningful way by delivering relevant and engaging advertisements based on their context. With Echosense's innovative technology, companies can better understand their customers' needs and preferences, and tailor their marketing efforts accordingly. This not only enhances the customer experience, but also helps businesses achieve their marketing goals more effectively and efficiently.

Echosense is a forward-thinking company that is dedicated to creating a cutting-edge mobile engagement platform. The platform is designed to help businesses connect with their customers in a more personalized and meaningful way by delivering relevant and engaging advertisements based on their context. With Echosense's innovative technology, companies can better understand their customers' needs and preferences, and tailor their marketing efforts accordingly. This not only enhances the customer experience, but also helps businesses achieve their marketing goals more effectively and efficiently.

Echosense is a forward-thinking company that is dedicated to creating a cutting-edge mobile engagement platform. The platform is designed to help businesses connect with their customers in a more personalized and meaningful way by delivering relevant and engaging advertisements based on their context. With Echosense's innovative technology, companies can better understand their customers' needs and preferences, and tailor their marketing efforts accordingly. This not only enhances the customer experience, but also helps businesses achieve their marketing goals more effectively and efficiently.

The challenge

The challenge

The challenge

Advertising is all around us, and the public is experiencing advertisement fatigue. This makes it challenging for advertisers to create relevant ads and results in a low conversion rate. The advertising industry is still relying on outdated methods of advertising to people who are either not interested or have already acted on the ad.


For instance, let's take the example of John, who wants to buy a pair of sneakers. He can either visit physical stores, where advertisers have no way to reach him, or he can search online for different options and compare. In the latter case, the platform registers his interest in sneakers and continues to display the same ads even after he has made a purchase. This is a waste of resources for advertisers and a nuisance for customers.


The current advertising model lacks contextual understanding of the customer, which makes it highly inefficient. It is high time for the advertising industry to move beyond its traditional ways and start using modern technologies and techniques to create more personalized and relevant ads.

Advertising is all around us, and the public is experiencing advertisement fatigue. This makes it challenging for advertisers to create relevant ads and results in a low conversion rate. The advertising industry is still relying on outdated methods of advertising to people who are either not interested or have already acted on the ad.


For instance, let's take the example of John, who wants to buy a pair of sneakers. He can either visit physical stores, where advertisers have no way to reach him, or he can search online for different options and compare. In the latter case, the platform registers his interest in sneakers and continues to display the same ads even after he has made a purchase. This is a waste of resources for advertisers and a nuisance for customers.


The current advertising model lacks contextual understanding of the customer, which makes it highly inefficient. It is high time for the advertising industry to move beyond its traditional ways and start using modern technologies and techniques to create more personalized and relevant ads.

Advertising is all around us, and the public is experiencing advertisement fatigue. This makes it challenging for advertisers to create relevant ads and results in a low conversion rate. The advertising industry is still relying on outdated methods of advertising to people who are either not interested or have already acted on the ad.


For instance, let's take the example of John, who wants to buy a pair of sneakers. He can either visit physical stores, where advertisers have no way to reach him, or he can search online for different options and compare. In the latter case, the platform registers his interest in sneakers and continues to display the same ads even after he has made a purchase. This is a waste of resources for advertisers and a nuisance for customers.


The current advertising model lacks contextual understanding of the customer, which makes it highly inefficient. It is high time for the advertising industry to move beyond its traditional ways and start using modern technologies and techniques to create more personalized and relevant ads.

The solution

The solution

The solution

The echosense platform is a powerful mobile engagement platform that companies can leverage to deliver highly relevant and engaging advertisements to users based on their context. Rich and accurate data is a crucial requirement for Echosense to successfully map various businesses across multiple locations. This data is then processed by Echosense's proprietary tools to establish context for anonymized individuals and provide them with the most relevant advertisements.


Atlas is a dynamic solution designed and developed to empower promoters (app users) to visit different businesses and locations and collect specific, unique data for each place. This data is then seamlessly fed into the Echosense platform, which maps the places and generates different contexts. Atlas is the critical internal data collection app that drives the Echosense platform, making it the backbone of the Echosense platform.

The echosense platform is a powerful mobile engagement platform that companies can leverage to deliver highly relevant and engaging advertisements to users based on their context. Rich and accurate data is a crucial requirement for Echosense to successfully map various businesses across multiple locations. This data is then processed by Echosense's proprietary tools to establish context for anonymized individuals and provide them with the most relevant advertisements.


Atlas is a dynamic solution designed and developed to empower promoters (app users) to visit different businesses and locations and collect specific, unique data for each place. This data is then seamlessly fed into the Echosense platform, which maps the places and generates different contexts. Atlas is the critical internal data collection app that drives the Echosense platform, making it the backbone of the Echosense platform.

The echosense platform is a powerful mobile engagement platform that companies can leverage to deliver highly relevant and engaging advertisements to users based on their context. Rich and accurate data is a crucial requirement for Echosense to successfully map various businesses across multiple locations. This data is then processed by Echosense's proprietary tools to establish context for anonymized individuals and provide them with the most relevant advertisements.


Atlas is a dynamic solution designed and developed to empower promoters (app users) to visit different businesses and locations and collect specific, unique data for each place. This data is then seamlessly fed into the Echosense platform, which maps the places and generates different contexts. Atlas is the critical internal data collection app that drives the Echosense platform, making it the backbone of the Echosense platform.

Discovery

Discovery

Discovery

To begin with, I researched the various features that were necessary to gather accurate and comprehensive data while also providing users with enough flexibility to use them in public places. I delved into the hardware and software characteristics of different gadgets and smartphones that could be utilized to capture a diverse range of data. Additionally, I conducted market research on potential users, identified the difficulties they encounter while using smartphones, and analyzed the competition and their approaches.

To begin with, I researched the various features that were necessary to gather accurate and comprehensive data while also providing users with enough flexibility to use them in public places. I delved into the hardware and software characteristics of different gadgets and smartphones that could be utilized to capture a diverse range of data. Additionally, I conducted market research on potential users, identified the difficulties they encounter while using smartphones, and analyzed the competition and their approaches.

To begin with, I researched the various features that were necessary to gather accurate and comprehensive data while also providing users with enough flexibility to use them in public places. I delved into the hardware and software characteristics of different gadgets and smartphones that could be utilized to capture a diverse range of data. Additionally, I conducted market research on potential users, identified the difficulties they encounter while using smartphones, and analyzed the competition and their approaches.

The users

Atlas had two primary users - Promoters at Echosense and employees at partner businesses. Promoters were hired by Echosense to visit various shops, markets, shopping malls, restaurants, and other businesses to collect rich data. On the other hand, employees at partner businesses used Atlas to gather rich data at their stores.


We chose to develop Atlas for the Android platform as it is the most widely and cheaply available platform, and it allows for the collection of a great variety of data using the hardware and software features of the smartphone. We also noticed that the majority of potential users were using mid-range Android smartphones that were 1-2 years old. The majority of these smartphones were from Chinese brands like Xiaomi and Oppo. A lot of the users were also using 2G and 3G internet, which was slow and very unreliable at times and locations.

Atlas had two primary users - Promoters at Echosense and employees at partner businesses. Promoters were hired by Echosense to visit various shops, markets, shopping malls, restaurants, and other businesses to collect rich data. On the other hand, employees at partner businesses used Atlas to gather rich data at their stores.


We chose to develop Atlas for the Android platform as it is the most widely and cheaply available platform, and it allows for the collection of a great variety of data using the hardware and software features of the smartphone. We also noticed that the majority of potential users were using mid-range Android smartphones that were 1-2 years old. The majority of these smartphones were from Chinese brands like Xiaomi and Oppo. A lot of the users were also using 2G and 3G internet, which was slow and very unreliable at times and locations.

Atlas had two primary users - Promoters at Echosense and employees at partner businesses. Promoters were hired by Echosense to visit various shops, markets, shopping malls, restaurants, and other businesses to collect rich data. On the other hand, employees at partner businesses used Atlas to gather rich data at their stores.


We chose to develop Atlas for the Android platform as it is the most widely and cheaply available platform, and it allows for the collection of a great variety of data using the hardware and software features of the smartphone. We also noticed that the majority of potential users were using mid-range Android smartphones that were 1-2 years old. The majority of these smartphones were from Chinese brands like Xiaomi and Oppo. A lot of the users were also using 2G and 3G internet, which was slow and very unreliable at times and locations.

Define

Define

Define

Defining the terminology

Calibration: Calibration is the process of recording sensor data along with the strength of various signals at any given point.

Zone: A Zone refers to a large area that has commercial businesses and stores in it, such as a shopping mall or market.

Group: A Group is a commercial store or business office, such as a clothing store or restaurant.

Spot: A Spot is a small section or area within a store, such as a payment counter or men's shirt section.

Type: Each of the above categories has a Type associated with it, which is unique to each category. For instance, a Zone could be a high-income market or a general store, while a Group could be a fast food restaurant or a takeaway store.

Calibration: Calibration is the process of recording sensor data along with the strength of various signals at any given point.

Zone: A Zone refers to a large area that has commercial businesses and stores in it, such as a shopping mall or market.

Group: A Group is a commercial store or business office, such as a clothing store or restaurant.

Spot: A Spot is a small section or area within a store, such as a payment counter or men's shirt section.

Type: Each of the above categories has a Type associated with it, which is unique to each category. For instance, a Zone could be a high-income market or a general store, while a Group could be a fast food restaurant or a takeaway store.

Calibration: Calibration is the process of recording sensor data along with the strength of various signals at any given point.

Zone: A Zone refers to a large area that has commercial businesses and stores in it, such as a shopping mall or market.

Group: A Group is a commercial store or business office, such as a clothing store or restaurant.

Spot: A Spot is a small section or area within a store, such as a payment counter or men's shirt section.

Type: Each of the above categories has a Type associated with it, which is unique to each category. For instance, a Zone could be a high-income market or a general store, while a Group could be a fast food restaurant or a takeaway store.

Defining the User flow

We aimed to create a user-friendly application with a simple and straightforward design that reduces the number of steps required for data generation. To achieve this, we developed a data collection model that streamlines the user flow of the app, which includes the steps of Search, Select, and Calibrate. 


In addition to the core functionality, the app also includes several additional features, such as user profile management, recording and displaying statistics, offline functionality, and synchronization with backend services.

We aimed to create a user-friendly application with a simple and straightforward design that reduces the number of steps required for data generation. To achieve this, we developed a data collection model that streamlines the user flow of the app, which includes the steps of Search, Select, and Calibrate. 


In addition to the core functionality, the app also includes several additional features, such as user profile management, recording and displaying statistics, offline functionality, and synchronization with backend services.

We aimed to create a user-friendly application with a simple and straightforward design that reduces the number of steps required for data generation. To achieve this, we developed a data collection model that streamlines the user flow of the app, which includes the steps of Search, Select, and Calibrate. 


In addition to the core functionality, the app also includes several additional features, such as user profile management, recording and displaying statistics, offline functionality, and synchronization with backend services.

Design & Develop

Design & Develop

Design & Develop

Sketches and Wire-frames

I began the app development process by creating multiple sketches to plan out the app's layout and flow. I then created low-fidelity wireframes and prototypes. The main goal was to allow users to quickly search and select relevant options and calibrate the app. If the user couldn't find what they needed in the list, they could create a new item. After several iterations and testing, we discovered that a simplified linear user flow was the best option. We divided the calibration process into two sections: Area/Location and Spot Details.

I began the app development process by creating multiple sketches to plan out the app's layout and flow. I then created low-fidelity wireframes and prototypes. The main goal was to allow users to quickly search and select relevant options and calibrate the app. If the user couldn't find what they needed in the list, they could create a new item. After several iterations and testing, we discovered that a simplified linear user flow was the best option. We divided the calibration process into two sections: Area/Location and Spot Details.

I began the app development process by creating multiple sketches to plan out the app's layout and flow. I then created low-fidelity wireframes and prototypes. The main goal was to allow users to quickly search and select relevant options and calibrate the app. If the user couldn't find what they needed in the list, they could create a new item. After several iterations and testing, we discovered that a simplified linear user flow was the best option. We divided the calibration process into two sections: Area/Location and Spot Details.

Development

As we had limited time and a small team with only me as the designer and Android developer, we decided to skip high fidelity prototypes and began developing the Android application. For the design, I opted for a neutral colour palette with a blue accent colour to highlight the primary actions in the application. The app was developed following Google's Material design guidelines, which provide excellent design resources and components. I started by developing the primary functions of the app and connecting it with services that were being developed by the backend developers. This was followed by Calibration testing and Statistics screens. Later on, I also added the on-boarding, Registration, Login, and Profile screens before the application was rolled out to external promoters and partners to keep up with the expansion of Atlas to different cities. We tested the application throughout the development process and made changes based on the feedback from the stakeholders.

As we had limited time and a small team with only me as the designer and Android developer, we decided to skip high fidelity prototypes and began developing the Android application. For the design, I opted for a neutral colour palette with a blue accent colour to highlight the primary actions in the application. The app was developed following Google's Material design guidelines, which provide excellent design resources and components. I started by developing the primary functions of the app and connecting it with services that were being developed by the backend developers. This was followed by Calibration testing and Statistics screens. Later on, I also added the on-boarding, Registration, Login, and Profile screens before the application was rolled out to external promoters and partners to keep up with the expansion of Atlas to different cities. We tested the application throughout the development process and made changes based on the feedback from the stakeholders.

As we had limited time and a small team with only me as the designer and Android developer, we decided to skip high fidelity prototypes and began developing the Android application. For the design, I opted for a neutral colour palette with a blue accent colour to highlight the primary actions in the application. The app was developed following Google's Material design guidelines, which provide excellent design resources and components. I started by developing the primary functions of the app and connecting it with services that were being developed by the backend developers. This was followed by Calibration testing and Statistics screens. Later on, I also added the on-boarding, Registration, Login, and Profile screens before the application was rolled out to external promoters and partners to keep up with the expansion of Atlas to different cities. We tested the application throughout the development process and made changes based on the feedback from the stakeholders.

Final wireframe prototype

Test

Test

Test

Throughout the development process, we continuously tested the application in different scenarios. In the initial stage, we conducted internal tests by using the application in real-life situations at various locations. Later, we hired freelance promoters who went to different places to calibrate the stores. With regular intensive testing, we discovered various issues with the app and the process, which led to the development of new features in Atlas. As we were expanding to different cities, we had to ensure that the application was not too overwhelming for new users while still introducing new features gradually.


During the testing process, we encountered several issues, such as difficulty in finding items using dropdown lists. After trying different alternatives, we decided to use AutoCompleteTextView available in Android material design which allows users to search and filter the list with keywords. However, we discovered that some users were searching for different keywords and could not find the items. To address this, we implemented predictive search. We attached a list of relevant words with each item so that if they searched for 'shirt', 'Men's clothing store' would filter out.


Another issue we encountered was the time it took to calibrate new zones and groups. Many promoters were entering the wrong addresses, and the process was too lengthy. To speed up the process and make it easier for users, we pre-filled some of the required information using Android Location API when creating a new Zone or Group like names and addresses.


We also encountered an issue where some promoters were using mock locations from home to calibrate, resulting in incorrect calibration data. To address this issue, we implemented a system to ensure that users were calibrating data from the correct places and were not using mock locations. We also implemented other features to eliminate incorrect calibration data.


Furthermore, certain smartphones, mostly Chinese brands like Xiaomi and Oppo, had additional security features that caused problems with location and other sensors. We implemented different workarounds for each brand and their OS versions.


Finally, we faced challenges with using different sensors for collecting data in different scenarios. We had to find alternative ways, such as using Google services for location when GPS was not available.

Takeaway

Takeaway

Takeaway

Atlas started as a simple app, but as we added new features to meet business requirements while keeping it user-friendly, it became a complex project. We initially struggled to understand why users were having difficulty with what we thought were straightforward features. However, we learned to delve deeper into their behavior and address the issues accordingly. As a UX designer and Android developer, it was challenging to balance both perspectives, but it helped me bring a unique experience to the table. This was well received and gave me an advantage over other designers and developers. Understanding both product development stages helped me empathize with users and developers to find a balance for better communication and collaboration. Ultimately, we learned how to prioritize business needs while still focusing on creating a better user experience.