Voluum — Case study

Tags Enhancement. Organisation at enterprise scale.

Voluum's biggest clients ran thousands of campaigns at once — and ignored the one feature designed to keep them organised. Tags weren't broken; they were buried. The fix was deliberately small, and that was the point.

Role

Product Designer — research to delivery

Timeline

3 months

Tools

Figma · Maze · Hotjar · usage analytics

Impact

+11% adoption among enterprise clients

Voluum campaigns list with the in-product announcement of bulk tag editing — Shipped — tags in their own column, with an in-product announcement teaching the new bulk edit.

Context

Voluum serves expert media buyers running sophisticated operations — thousands of live campaigns, each with multiple entities to manage. The platform offered several ways to filter and organise, and tagging should have been the most flexible of them. Instead, usage data showed tags were neglected — especially by the biggest clients, the very users who needed them most.

Problem

Users consistently named weak filtering as a key pain point
Tags were buried — 5 clicks to modify, 2 just to access
Power users compensated with coded naming schemes in entity names
Outside API-driven workflows, large clients barely used tags at all
Filtering and grouping worked, but not at enterprise scale

We validated this through CS, AM and PM teams, deep dives into usage patterns, and interviews with two groups: active tag users, and clients who had requested better filtering.

Solution

Instead of redesigning the tagging system, we prioritised low-effort, high-impact changes that fit existing workflows:

Tags in their own column — visible by default, not hidden in a drawer
Bulk editing using the same interaction pattern as other bulk actions users already knew
Inline tagging retained for quick, single-entity edits

Inline tag editing in the campaign table with autocomplete and add-new-tag suggestion — Inline editing in the table — autocomplete, add-new, remove — without leaving the reporting view.

Interaction spec for the tags feature — button placement, checkbox states, sorting and validation rules — The interaction spec — 21 numbered rules covering states, sorting, validation and error paths before a line of code.

Voluum's columns settings dialog with the shipped 'Campaign tags' column marked as new — Shipped — "Campaign tags" as a first-class report column, orderable like any other metric.

Shipped — and public

The improvements reached production in two increments announced in Voluum's public changelog: first tags as a visible, editable report column, then bulk tag editing — shipping the low-effort core first and layering the power-user workflow on top.

Results

+9%overall tags adoption after release

+11%adoption among large clients (1000+ active campaigns)

+15%average tags per enterprise client

Advanced users reported a disproportionately positive impact on daily workflows
Laid the groundwork for future entity-management improvements

Respect the habits of expert users — unlocking an existing feature beat redesigning it, and proved that incremental, targeted changes deliver measurable impact.