01. The Challenge
Simplifying Complexity in AdTech
AdTech platforms are inherently data-heavy, often overwhelming users with cluttered interfaces and opaque statistics. The primary challenge was to redesign a complex internal web interface to handle massive datasets without causing cognitive overload.
The platform needed to serve three distinct user roles—Advertiser, Publisher, and Manager—with intuitive navigation. A critical technical and UX challenge was optimizing dense data tables for seamless mobile usability while maintaining data integrity.
02. The Process
Working in a four-person team based on agile and flexible design principles, I was involved in the design process from start to finish — from initial research to the final implementation of the user interface.
The essence of the process was to break down complex data structures into understandable and scannable components, applying fundamental usability principles to ensure that the interface was intuitive, not intimidating.
03. Design Solution
I used Figma to create high-fidelity prototypes, ensuring that animations, state changes, and micro-interactions were accurately communicated to the engineering team.
04. The Outcome
Reduced cognitive load:
An interface was created that allows users to analyze huge data sets instantly.
Mobile-optimized data:
Dense data tables that retain full functionality and readability on smaller screens.
Simplified data transfer:
Prototyping removed the guesswork for developers, accelerating time to market for a new interface.