Focus
Discovery • UX • Hi-fi UI
Eliminating workflow friction in campaign optimization
Simplifying campaign performance workflows by bringing insights closer to actions
Advertisers relied on external reports to optimize bids, creating a fragmented and inefficient workflow. I identified this usability issue then redesigned the experience to display performance data directly in the bid management experience—reducing friction, improving decision-making speed, and aligning the product with industry standards.
TLDR
Problem: Bid optimization required jumping between reports and workflows
Solution: Surface performance data directly in bid management
Impact: Faster decisions, fewer steps, improved usability
Validation: 3/3 SMEs ranked it as a top priority
Outcome: Change was implemented, user behavior tracking showed increased engagement
My Role
Lead UX designer (end-to-end concept)
Partnered with Account Managers, Engineering, and Product
Led discovery, experience strategy, solution design, and user behavior tracking
Problem
Users couldn't optimize campaigns efficiently
Too many steps
Constant context switching
Heavy manual effort
“Jumping around all over the place is very inefficient”
Opportunity
Bring insights to the moment of action
Instead of:
Find data → remember → apply
Enable:
See → decide → act (in one place)
Current Workflow (Before)
Pull report
Navigate to campaign
Navigate to ad group
Open bid management
Cross-reference + optimize
Insight: Data and action lived in separate places
Concept
Embed performance metrics directly into bid management
Turned a static table into a dynamic decision-making experience
Communicated experience changes with Figma high fidelity mockups (below)
Updated Flow (After)
Pull report
Navigate to campaign
Navigate to ad group
Open bid management
Cross-reference + optimize
Result: Fewer steps, no context switching
Impact
User Impact:
Faster optimization
Reduced clicks
Business Impact:
Increased feature engagement
Better campaign performance
Competitive parity with tools like Amazon Ads
Validation
3/3 SME users ranked as a top priority
Strong Account Manager feedback
“This would be a GREAT value add”
Considerations
Page performance - minimal impact
Increased cognitive load - more data on the page
Outcome
Engagement
~30% increase in page visits by unique user
Retention
~300 unique weekly users
Positive User Feedback
"This is super huge and really dictating which ones do we want to increase the bids on or which ones we want to maybe not focus as much on"