Redesigned ADXE DSP, simplifying campaign and creative flows under a tight 1.5-month deadline. The new UI boosted credibility, reduced setup errors, and accelerated dev work with ReactMUI theming.
Product
Web app (desktop-first)
Domain
AdTech (programmatic advertising)
Client
Role
Product Design Lead (with 1 junior designer)
Activities
Metrics
ADXE's DSP had become powerful but hard to use — confusing to navigate and visually outdated. For ad experts working under time pressure, this slowed campaign setup and, just as importantly, made a serious product feel untrustworthy to clients.
A clear, credible DSP for building campaigns and creatives, with a consistent tenant/role model and a recolored component library across campaign creation, dashboards, creative catalog, audiences and settings.
The product looked credible to clients again and let experts work with less friction, while the rebuilt base made each future update cheaper to ship.
