AD-TECH
OPERATING
SYSTEM

TL:DR

Discover how a pioneering suite transformed advertising for a $9B giant, starting from a trio of experimental products in one local agency to an expansive 20+ product lineup across 68+ markets. At the heart of this journey was a shift towards user-centric design, redefining product interactions and leading to the creation of groundbreaking new tools. Guided by innovative leadership, a dedicated team of 12 navigated this expansion, setting a new standard in automating advertising campaigns on a global scale.

20+

Products

68

Markets

10K+

Users

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From planning to reporting, leveraging data to give AI insights and predict success.

Exclusive
advertising OS

PROBLEM

The primary challenge for the platform was its constant expansion in functionality, leading to increased complexity and difficulty in navigation. It lacked the innovative feel it had in the early days. This resulted in decreased adoption, diminishing value for end-users, and heightened competition between product teams. The question now is how we can restore user-centricity and help this data-heavy product shine again.

MY ROLE

I started on the project as a senior product designer. Quickly, I identified key challenges and, in collaboration with the senior leadership of product and innovation, established a user research practice. I reorganized design processes, with just tool migration saving $20K per year. I also revamped how people access the product based on their roles and task flows. This led to expanded market reach, full adoption from existing agencies, and the acquisition of major corporate accounts.

The best way to represent the scale is infographics below

Advanced
prototyping
as the best way
to gather requirements

As the interfaces were very complex, the design team used 2 weeks sprints, approximately 2+ weeks ahead of development. It allowed us to iterate fast and keep the ultimate transparency