Timezone Support - Amplify
Amplify Timezone Support for Targeting and Serving
Enabling clients to launch and schedule campaigns on the Amplify Dashboard in their preferred timezone, while also facilitating seamless data analysis and reporting in the timezone of their choice
Role
Product Design
Research & Testing
Tools
Timeline
Feb. 2023- April 2023
Figma
​Userhub
Background
Outbrain: Engaging Native Advertising 
On the Open Web
Outbrain is a world-class native advertising platform that enables brands to connect with consumers on the open web through engaging ad formats that inspire action. Marketers and clients access the dashboard daily to create campaigns, target audiences, and analyze their conversions.
Challenge
Constrains by Limited Dashboard Timezone Support
Currently, the dashboard is limited to displaying data in EST.
This poses a challenge for marketers and self-serving clients from APAC or PST regions as they must independently calculate scheduling and reporting timelines to analyze conversion data effectively.
Furthermore, setting up campaign start times or dates requires manual calculations, leading to potential concerns about campaign activation.
​Billing always remains in EST, regardless of timezone.
Goals and KPIs
There were two main goals here
Client Satisfaction
The most upfront goal was the client satisfaction.We received complaints from Account managers and self serving clients for the necessity to view their campaigns and targeting in a desired timezoneThis poses a challenge for marketers and self-serving clients from APAC or PST regions as they must independently calculate scheduling and reporting timelines to analyze conversion data effectively.
Furthermore, setting up campaign start times or dates requires manual calculations, leading to potential concerns about campaign activation.
Reducing API Calls
Reducing API calls, which will result in a cost reduction. API can be reduced by half, as we have clients today that are using the hourly API to stitch the data themselves. Providing them timezone as a parameter in the API call will allow them to use 1 API call instead of 12.
Qualitative Research
User Interviews
I began by conducting user interviews to gain firsthand insights into their daily experiences, helping me understand and prioritize the challenges they faced. This approach effectively identified and addressed pain points.
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The interviews also confirmed the high demand for the feature, showing strong user interest and requests. I specifically discussed with users the optimal location for the timezone option within the dashboard.
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Additionally, the manual calculations required for setting campaign start times or dates raised concerns about campaign activation.
I put reminders on my phone to switch off campaigns for users... its tiring
Lana, AM- Japan
My client needs hourly reporting, daily in his timezone - without it he is stopping his campaign.
Veronika, AM- Australia
Market Analysis
I used diverse research methods to analyze competitors and timezone applications. This involved studying their time zone management, settings, scheduling options, and reporting views. User interviews confirmed strong demand for this feature. Additionally, I consulted with users to determine crucial dashboard areas for timezone integration, addressing manual calculation concerns for campaign start times.
​Direct Competitors
​Indirect Competitors
I sought inspiration and gained valuable insights into how these platforms present their time zones. I took note of their approaches and considered incorporating similar behaviors into my solution planning, whenever possible or necessary.I spoke to our users to gain insight and understand where in the dashboard it was most important for them to have the timezone option.
Furthermore, setting up campaign start times or dates requires manual calculations, leading to potential concerns about campaign activation.
Research Summary
Upon completing the research and gathering inspiration along with screenshots,
I categorized the essential findings into three main groups. .
01
Default Timezone
Enabling users to set a default timezone for all marketing campaigns, ensuring consistency in settings and reporting, with the option to adjust it on a per-campaign basis when needed.
02
Campaign Schedule
Empowering users to effortlessly launch and schedule campaigns based on their preferred timezone, including day parting campaigns, eliminating the need for manual time zone calculations.
03
Performance Report
Enabling users to analyze campaign reports in their chosen or default timezone for local assessment of conversion success, with the option for a seamless switch to EST for billing purposes.
Priority Feature
Key Timezone Reporting Prioritized
After a meeting with our development team, we collectively decided to prioritize a specific feature. This particular feature holds the key to achieving fast execution of the product, providing our clients with an immediate and effective solution. Additionally, focusing on this feature allows us to thoroughly test and gather feedback before moving on to the full solution.
To validate our decision and select which of the three planned features to implement, we conducted further research with our team members. The research results highlighted that timezone reporting emerged as the most crucial aspect. Within the reporting table, two essential options stood out: "By Campaign" and "By Time."
The development team also found the decision to prioritize the timezone reporting feature feasible, as it would be relatively straightforward to implement.
HMW Insights
Addressing Key Challenges
Now, with the timezone reporting feature as our priority, I began analyzing it independently. As a standalone feature, it presents unique demands. While some aspects of UX and UI might change when integrated into the full solution, my focus is currently on catering to this feature alone and researching its capabilities thoroughly.
a
Balancing Accessibility 
and Interface Efficiency
HMW enable users to effortlessly select a timezone when they frequently access this table, while also ensuring a seamless experience for those who do not need to make any timezone selections
b
Efficient and Intuitive 
Timezone Selection
HMW present the list of timezones in the most user-friendly manner, ensuring effortless selection without confusion or excessive navigation on the dashboard?
c
Clear Timezone 
Indicators
HMW enable users to effortlessly select a timezone when they frequently access this table, while also ensuring a seamless experience for those who do not need to make any timezone selections
d
Preventing Timezone Confusion
HMW proactively communicate to users about unavailable features for the selected timezone to avoid surprise and confusion.
e
Seamless Switch to 
Default Timezone
HMW provide users with a quick and efficient method to switch back to the default timezone without having to go through the entire process of timezone selection?
Solution
a
Balancing Accessibilityand Interface Efficiency
Considering that a significant portion of our users primarily require the Eastern Standard Time (EST) timezone and adding a separate timezone selection feature upfront would burden the already busy dashboard, I found a more optimal solution.
Incorporating Selection Within Existing Button
Incorporating the timezone selection within an existing button that users frequently access, we strike the right balance of accessibility without overwhelming the interface
Streamlined 

Timezone Selection
By dedicating a card to the timezone dropdown in a popup stage, users can efficiently select and save their timezone, ensuring a clear and focused experience.
Solution
b
Efficient and IntuitiveTimezone Selection
The proposed solution for the dropdown list of timezones focuses on enhancing user experience and efficiency.
Timezone Selection Enhancements
Clear Instructions: The input field guides users during timezone selection.
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Localized Timezone: The list displays the user's local timezone, based on their IP address, saving search time.
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Ordered by GMT: The list is ordered by GMT for easy reference.
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Location-Based Search: Users can quickly search by location, streamlining timezone selection.
Solution
b
Clear Timezone Indicators
The propesed solutions will enable clearly displaying the current timezone without overwhelming the dashboard
Timezone Badge 
Indicator
The proposed solution includes a design-aligned badge to indicate the current table's timezone. It appears only on tables with a specific timezone, avoiding unnecessary overload for users who don't need this feature.
Tooltip for Clear 
Timezone Indication
An additional hover tooltip clarifies the timezone badge's purpose, ensuring users understand that it indicates the reporting timezone for the table. The tooltip also offers a convenient CTA for effortless access to the timezone selection feature.
Timezone Alert 

On View Change
Warning for Non-Selectable Tables: When a table lacks timezone selection, a warning sign appears to notify the user of this limitation, ensuring they are informed.
As more tables have the timezone selection available, the warning will be dynamically updated to match the specific table's timezone status.
Option to Hide Warning: Users can choose to hide this warning if they prefer, allowing them to acknowledge the limitation while maintaining the option to hide it when desired.
Solution
b
Preventing Timezone Confusion
Proactively communicate to users about unavailable features for the selected timezone to avoid surprise and confusion.
Hidden Chart 
Notification
After selecting a timezone, users receive a message that disables the chart view. This proactive approach ensures users notice the message, reducing the chances of overlooking important information and preventing surprises after their timezone selection.
Disabled
'View Chart' Button
Once back in the dashboard, the chart is hidden, but further clarity was needed.
Disabled "View Chart" Button: To ensure clarity, we disabled the "View Chart" button on the dashboard view.
Hover Tooltip: Users will find a hover tooltip that explains why the "View Chart" option is currently disabled.
Update Toast: If the CTA is selected, we provide an update via a toast message to notify users of the change. This ensures users are promptly informed of their action's effect.
Transparent Exporting 
Limitation
Exporting reports, remain unaffected by the selected timezone. We disabled the export option and provided clear yet unobtrusive information to users about its unavailability, ensuring transparency regarding the feature's limitations at this stage.
Solution
e
Seamless Switch to 
Default Timezone
In light of certain dashboard features not being supported by timezone selection, my focus was to provide users with a seamless option to switch back to the default timezone when necessary, without navigating through the regular report timezone editing flow. Through thorough research of the dashboard, I identified the optimal areas where I could offer this enhanced user experience, aiming to improve overall user satisfaction.
Inline CTA
An inline Call-to-Action (CTA) will appear when hovering on the timezone badge, allowing users to easily change the timezone when needed. This adaptive approach ensures users receive relevant information and a seamless experience.
For users in need of the chart which is hidden in the selected timezone, we offers a seamless CTA that allows them to switch back to the default timezone and access the chart.
Insights and Feedback
I performed preliminary user testing with a group of our internal users to verify: 

Clarity, Useability, ​Adoption
01. The clarity and utility of the timezone options. 

02. Their ease in locating the timezone options within the system.
03. Feature adoption assessment
Implementations
Streamlining User Experience
Initially, users faced some confusion, unsure whether they were altering the actual timezone or simply adjusting reporting settings. To provide clarity, we refined the label from 'Edit Timezone' to 'Edit Reporting Timezone,' indicating the focus on reporting settings.
However, it's worth noting that overall, our users found the feature easy to navigate. This enhancement will enable them to access and view their reports with greater accuracy
Education and Guidance
Initially, users faced some confusion, unsure whether they were altering the actual timezone or simply adjusting reporting settings. To provide clarity, we refined the label from 'Edit Timezone' to 'Edit Reporting Timezone,' indicating the focus on reporting settings.
However, it's worth noting that overall, our users found the feature easy to navigate. This enhancement will enable them to access and view their reports with greater accuracy
Feature Adoption Assessment
After the feature has been available for some time, I will use FullStory to track user interactions and assess whether the feature is being adopted as anticipated. This analysis will provide insights into user behavior and help fine-tune our approach.
Future Roadmap
The initial research findings emphasized the need for a comprehensive solution, including default timezone settings, user-specific scheduling, and preferred timezone report viewing.
Initially, our focus was on developing the latter feature. Next, we will work on the complete product to better understand our upcoming priorities. This outlines our planned direction.
1
Default timezone
Accessibility in Preferences: The default timezone setting will be easily accessible through the user's preferences menu.
Default Timezone (EST): Initially, the default timezone will be set to Eastern Standard Time
Local Time or IP Address: We will explore options to populate the default timezone based on the user's local time or IP address for a more user-centric experience.
Clear Indication: The user interface will include clear indications of how the selected timezone setting affects their experience within the application.
2
Campaign
Scheduling
Inline Timezone Change: Provide users with the capability to change their timezone directly within the scheduling process for added convenience.
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Dayparting Option with Timezone Dropdown: Enhance the dayparting feature by introducing a dropdown menu for selecting timezones, improving user control and experience.
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Revamp Current Dayparting Design: Reevaluate and redesign the existing dayparting options to make them more intuitive and visually appealing.
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Collapse Scheduling Option for Improved Flow: Streamline the scheduling process by considering the consolidation of scheduling options, creating a smoother user journey.
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Enable Inline Default Timezone Update:
Empower users to update their default timezone directly within the interface, providing greater flexibility and control.
Notify of Timezone and Location Conflict: Implement notifications to inform users about conflicts between timezones and locations, enhancing clarity and preventing potential issues."
3
Performance Reports
Datepicker Timezone Selection: Timezone selection will be integrated into the datepicker, ensuring alignment with other date options.
EST View Option: Users can switch to an Eastern Standard Time (EST) view for billing convenience.
Inline Timezone Change: An inline call-to-action will be added for easy default timezone modification based on user behavior research.
Dashboard Timezone Display: Further explore the displaying of the timezone directly on the dashboard for user convenience.
Takeaways
I thank Outbrain for the opportunity to contribute to their well-established dashboard. Their trust and guidance were invaluable throughout this project. It has been an incredible learning experience for me on multiple fronts.
I had the privilege of working with an exceptional design system and extending it to enhance the platform's features. Although my feature was a small part of the system, it demanded extensive research and implementation. To ensure it seamlessly met user needs, I delved deep into the challenges, proactively identifying and solving potential issues at each stage of the process.
Collaborating closely with the development team provided me with valuable insights and a better understanding of their perspective. However, as the advocate for our clients' user experience, I also strengthened my commitment to upholding the highest standards in this regard.