Product Design for AdTech Platform
Unified disconnected features into a cohesive product experience.
Overview
An advertising platform for launching campaigns across Facebook, Google, and TikTok had three working features (campaign creator, landing page builder, and analytics) but no coherent product. Users couldn't navigate it, and the team couldn't align on what to build next.
In 6 weeks, I reorganized the platform around user mental models, creating a unified product experience and development roadmap.
The Problem
The platform had working features but no product. Everything was built in isolation with no clear connection or user flow.
Disconnected features
Campaign creator, landing page builder, and analytics lived as separate tools with no relationship to each other
Wrong mental model
Interface reflected technical implementation instead of how advertisers think (campaigns → ad sets → ads)
Paywall before value
Users hit payment screen before experiencing the product, causing immediate drop-off
The Solution
Reorganized the platform around advertiser mental models, creating a unified experience across campaigns, analytics, landing pages, and team collaboration.
Key Decisions
Streamlined Onboarding & Account Setup
Redesigned onboarding flow to reduce friction and moved payment after value demonstration. Users now experience the platform before commitment, with clear account management interface.
Unified Dashboard & Campaign Hub
Created central home screen that connects all platform features. Users access campaigns, analytics, landing pages, and team features from one organized dashboard.
Campaign Creation & Review Flow
Simplified campaign creation from 12 steps to 5 with clear wizard flow. Built-in review system lets users preview and approve campaigns before publishing across platforms.
Ad Review & A/B Testing
Integrated ad preview and A/B testing tools directly in campaign flow. Users can test variations and review ad performance before full deployment.
Analytics & Performance Tracking
Built unified analytics dashboard showing campaign performance across Facebook, Google, and TikTok. Real-time metrics and insights accessible from campaign view.
Landing Page Builder
Integrated landing page creation directly in campaign workflow. Users design, preview, and publish landing pages without leaving the platform.
Lead Qualification System
Added lead tracking and qualification tools to measure campaign effectiveness beyond clicks. Users can score and manage leads directly from the platform.
Team Collaboration & Community
Built team management and community features for knowledge sharing. Users collaborate on campaigns, share insights, and learn from peers within the platform.
