Back to Projects

Enhancing media buying analysis with data visualization

Overview
Tatari is a B2B SaaS platform, enabling small businesses and marketing agencies to advertise on TV. In the TV advertising world, determining the right price to bid on ad space can be a gamble, especially without market insights.
My Contribution
Conceptual Design
Data Visualization
Design System, Color Palette
Product Design
Team
1 Product Manager,
3 Engineers
Project Timeline
Oct - Nov 2023
Project Type
B2B Saas, AdTech
Buyers struggled to make bids without market benchmarks
Buyers were making critical decisions in an information vacuum. Without access to market insights, they couldn't determine if their proposed rates were competitive.

Business impact: Without market insights, buyers were overspending or losing bids entirely
Not anymore, with great data comes great power
We decided to integrate pre-filtered market data directly into the bidding interface, eliminating the need for external analysis.  

The transformation: Buyers could now see their position within the market landscape instantly, enabling confident, independent decision-making.

Goal: Present complex data in a clear and easily interpretable way

Exploring visual approaches for data clarity

After exploring multiple visualization types, we determined that a scatter plot would be most effective because they:

  • Show individual data points rather than aggregated information
  • Allow for clear trend line representation across time
  • Provide immediate visual cues about where a user's rate stands in the market
Enhanced table view
Box plot
Area graph with trend line and scatter plots

Refining through iteration

Reorganized the form to place decision-critical information at the forefront
Challenge:
The existing form dedicated only 1/3 of the space to rate information, buried within a cluttered interface.
‍
Solution:
I repositioned the new visualization to occupy 2/3 of the form on the left side, placing it strategically beneath the historical purchasing data table to create a natural information hierarchy.
Making data types instantly recognizable

Challenge:
Buyers needed to immediately recognize their own rates among market benchmarks, identify high-performing rates, and spot trends—all without overwhelming cognitive load.
‍
Solution:
To differentiate between the four critical data points, I developed a systematic visual language using:

  • Shape coding: Different markers for each data type
  • Color differentiation: Distinct color palette with meaningful associations
Addressed overlapping data with opacity and jittering
Challenge:
Testing with real data revealed an issue with overplotting, where data points overlapped too much to be readable
‍
Solution:
To solve this, I experimented with shapes, colors, and textures, eventually using transparency and jittering to make overlapping points visible. Tooltips that reveal exact values when hovering
Outcomes

The Competitive Rates Chart launched, reducing 50% of internal user's time spent organizing and analyzing data

The new design simplified the decision-making process by:

  • Integrated workflow: Users no longer need to switch between multiple windows or manually input data into spreadsheets
  • Trend analysis: Displaying data over time allowed users to easily spot trends and make more informed decisions
  • Data clarity: By pre-filtering the data, users could focus on interpreting the insights rather than processing raw data
As part of my design process, I like to create project posters that encapsulate and celebrate concepts, challenges, and team members.
Next Project
Automating payment processing from 5 days to 3 minutes