Adometry works with advertisers to analyze their users' paths to conversion. Adometry's Attribute web-based app allows their customers to view conversion data from multiple channels, such as email, banner ads and paid search. Most of my time working at Adometry was spent designing the user interface and visual design of the Attribute web application. The UI needed to be versatile, allowing users to drill down into hierarchical data sets, as well as move laterally through them. Adometry has since been acquired by Google.


Shown here are wireframes I created at different points in the design process. I create wireframes using Adobe's Fireworks software, which allows for HTML click-throughs to be easily generated. Click-throughs are a valuable way to get an overall sense of the experience of a site or web app, going from page to page and feature to feature. They can also be employed in usability testing to get feedback early in the process. I create wireframes of varying degrees of fidelity, depending on where I am in the design process. The final rounds of wireframes will have a more finished look. Also, more polished wireframes are easier to do user testing on, as users won't be thrown off by the lack of visual design.

Finished Design

Adometry's Attribute tool allows its customers to view online advertising analytics in many different ways. The tool allows the user to sort, filter, and drill down into the data sets, as well as see graphical summaries of the data. I worked with Adometry's team of math scientists to determine what types of data the customer wanted to see and how they wanted to manipulate it. Shown here are mock-ups of the finished interface.

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