— ROLE

Senior Director,

Product Design

— DATE

2017 – 2020

SpotX was looking to expand its design practice beyond using agencies and contractors. I was brought on to scale up a product design team to improve their growing platform for media owners, publishers, and brands. Factoring in a strategy to educate the company around design impact for the organization, I set out to create an ecosystem of services and a playbook that design could use for SpotX across all teams.

Journey

Mapping

Understanding the overall journey for SpotX’s users was paramount when working on the platform. One of the initial steps when coming on at SpotX was to frame the strategies and processes up correctly, starting with understanding how users navigate the touch-points of your product or platform.

Design

Principles

A set of design principles was created in order to align the company and senior leadership with the vision and goals what our experience should be. Posters were hung in the conference rooms to communicate the foundational mindset underpinning the product experience we desired for our customers.

Personas

Continuing to enact on my design strategy for the company, I conducted 32 interviews with media owners, brand specialists, demand partners, and supply partners, in order to create a series of personas that would help guide feature creation. These personas enabled us to target the right type of user and their needs in the product.

Strategy Playbook

Design Tenets

One of the most important aspects of leading the organization via design transformation is the ability for leaders and teams to learn how to operate with design. The application of design thinking is not easy. I created a physical and digital book that captured our strategy and approach to how we design for our products at SpotX. It was a huge success and the executive leaders ensured that everyone received a copy.

Version 1

The old platform struggled in the layout of information and scaling the navigation to handle new features. Users frequently struggled to maintain focus and understand hierarchical importance of content.

Version 2

The new design allowed for focus on data, a navigation that scales easier, and ability to provide richer content on the page. Users gave feedback that they felt the new design was easier to scan and understand.

Our team had opportunity to refresh our overall mobile app experience. We sought out ways to present information and data more visually when it came to reviewing performance of campaigns. As part of this effort we launched new ways to expose tangential data points that weren’t exposed, as well as ways for users to get alerts and notifications regarding activity of specific campaigns they were running. It was a huge success and user feedback was extremely positive. Engagement increased by 18%.

Mobile

Refresh

Realizing we needed to continue to push the boundary of how we design and build, we set out to create an improved component library for our design system. This new system would begin to drive the design for the content, brand, interactions, functionality, and marketing around current and new products.

Molecular Design

Our team leveraged Brad Frost’s Atomic Design model to create a system that fit the needs of our products and various levels of our components. We felt it allowed for better flexibility and gave us clear guidance around how to combine our assets in ways that allowed for consistency, pattern recognition, and better structure.

Updated

Product

I spent a year and half with my team to improve the product experience from the ground up. We re-designed the navigation, platform information architecture, user interface, data visualizations and much more. The new product experience was so successful it contributed significantly to the successful exit of SpotX through the merger/acquisition by Magnite.

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RadliffDesign

Video Advertising Platform

Building a Design Practice

Design thinking in action

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Strategy Playbook

Reimagining the Platform