Ad Platform Launch & Adoption

Lead creative and cross-functional collaboration to support the launch and adoption of a new ad platform, improving usability, efficiency, and offerings for creative output that performs.

The Problem

Inefficient, complicated UI and no dedicated UI/UX on platform team
Convoluted workflow from campaign creation to launch
Transition of current workflow into new system
Technical and robust platform needed to replace our in house solution

My Role

Design Director leading 9 direct reports, within ad group of over 30
Partnered with product, engineering and leadership to align on goals
Bridge between creative and product, bring design expertise to increase adoption and usability
Influence the platform UI for improvements and enhancements for simpler workflow

What I Did

Identified gaps, inconsistencies and challenges within the UI/UX of the platform
Documented and influenced how to improve the usability and capabilities from a design POV, including AI tooling/best practices and output quality
Tested beta rollouts to ensure success, kept milestones on track
Managed all trainings for design team, created test projects and monitored adoption as platform was implemented into design workflow

Impact

16 person design team was able to design and build within the UI, reducing SLAs
Increased scalability with easy-to-use forms and reusable layouts that non-designers could tap into
Built an agile design team that had more options and faster time to launch
Documented and built the GTM to support sales and launch the new ad platform
Went from $0 and 0 paying clients to collecting $2.5M in creative fees and over 100 paying clients in just 2 years
Designed and built over 3,000 creatives in the new platform in the first 2 years of launching
Supported $25M+ in delivered revenue for the DSP from 2024-2026