Campaign monitoring tools
UX/UI designer
product design
redesign
research
design system
prototyping
full-scale product
2+ years
Figma
Miro
Agile
Jira
Context & challenge
→ Two internal apps for monitoring existing online ad campaigns
→ One general-purpose, one tailored to search campaigns (Google, Bing)
→ Built for a global marketing corporation
→ General app was redesigned; search-specific app was further developed
→ One shared design system with different themes per app
→ Cross-functional team: 4 designers, ~5 POs, 1 PM, 20+ developers
→ Active users increased from ~100 to ~2000
→ Redesign significantly improved perception and usability
Disclaimer: To comply with a signed NDA, certain names, visuals, and internal references have been modified or excluded.
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These were two internal tools used by marketing teams to monitor ongoing online advertising campaigns. The first was a general-purpose app covering various channels, while the second focused specifically on search campaigns like Google and Bing. The general app underwent a full UX/UI redesign. It had low adoption due to being unintuitive and visually outdated. Meanwhile, the search app had been initially designed by another team member and was continuously improved with new functionalities. We created one shared design system for both applications, but with separate visual themes to differentiate between the two. The system was based on Material Design and integrated components from AG Grid, NGx Table, and charting libraries. Thanks to the redesign and updated product strategy, the general app’s adoption grew significantly — from around 100 to 2000 active users. Users appreciated the improved interface and spreadsheet functionality that aligned with their existing workflows in Excel.
read more
These were two internal tools used by marketing teams to monitor ongoing online advertising campaigns. The first was a general-purpose app covering various channels, while the second focused specifically on search campaigns like Google and Bing. The general app underwent a full UX/UI redesign. It had low adoption due to being unintuitive and visually outdated. Meanwhile, the search app had been initially designed by another team member and was continuously improved with new functionalities. We created one shared design system for both applications, but with separate visual themes to differentiate between the two. The system was based on Material Design and integrated components from AG Grid, NGx Table, and charting libraries. Thanks to the redesign and updated product strategy, the general app’s adoption grew significantly — from around 100 to 2000 active users. Users appreciated the improved interface and spreadsheet functionality that aligned with their existing workflows in Excel.
My role & contributions
→ UX/UI designer for both apps
→ Co-created and maintained design system
→ Participated in redesign of general app
→ Led UX design in search-specific app
→ Prototyping, usability testing & handoff
→ Ran design QA and conducted IDIs
→ Took part in persona workshops
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I worked as a UX/UI designer across both applications. Together with another designer, I co-created and continuously developed a shared design system, tailored to both apps and built on Material Design, AG Grid, and other component libraries. We introduced design tokens to improve consistency and communication between design and development. I was part of the redesign effort for the general app, collaborating closely with the team on both UX and UI improvements. In the search-specific app, I led UX work and was responsible for designing new features based on evolving user needs. My responsibilities included prototyping, preparing and partially conducting usability testing, design QA, and handoff to developers. I also ran some in-depth interviews (IDIs) and contributed to persona-building workshops to ground our design decisions in real user behavior.
read more
I worked as a UX/UI designer across both applications. Together with another designer, I co-created and continuously developed a shared design system, tailored to both apps and built on Material Design, AG Grid, and other component libraries. We introduced design tokens to improve consistency and communication between design and development. I was part of the redesign effort for the general app, collaborating closely with the team on both UX and UI improvements. In the search-specific app, I led UX work and was responsible for designing new features based on evolving user needs. My responsibilities included prototyping, preparing and partially conducting usability testing, design QA, and handoff to developers. I also ran some in-depth interviews (IDIs) and contributed to persona-building workshops to ground our design decisions in real user behavior.
Design system
→ Created from scratch with another designer
→ Based on Material Design, AG Grid, and charting libraries
→ Shared across both apps, with color themes per app
→ Introduced token system for consistency and smoother handoff
→ Audited and mapped legacy components pre-redesign
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The design system was built from scratch and maintained jointly with another designer. It followed Material Design guidelines and incorporated elements from libraries like AG Grid and charting toolkits. Since the two apps had to stay visually distinct, we introduced separate color themes, while still maintaining the same foundational components. We implemented a token system early on to ensure alignment between design and development, and to reduce inconsistencies. Before launching the new system, we also audited and mapped all components from the old UI, which helped us identify outdated patterns and improve or replace them with better solutions.
read more
The design system was built from scratch and maintained jointly with another designer. It followed Material Design guidelines and incorporated elements from libraries like AG Grid and charting toolkits. Since the two apps had to stay visually distinct, we introduced separate color themes, while still maintaining the same foundational components. We implemented a token system early on to ensure alignment between design and development, and to reduce inconsistencies. Before launching the new system, we also audited and mapped all components from the old UI, which helped us identify outdated patterns and improve or replace them with better solutions.
Design tokens used across both apps. We mapped all possible tokenizable elements to improve consistency, support handoff, and streamline communication with front-end developers.
Design tokens used across both apps. We mapped all possible tokenizable elements to improve consistency, support handoff, and streamline communication with front-end developers.
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Selected elements of the design system. We created a WCAG 2.1-compliant color palette and introduced custom empty state illustrations to improve clarity and user experience.
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Selected elements of the design system. We created a WCAG 2.1-compliant color palette and introduced custom empty state illustrations to improve clarity and user experience.
Redesign
→ Participated in full UX/UI redesign of general app
→ Introduced new design system and modernized visuals
→ Replaced clunky interface with spreadsheet-based workflows
→ Removed unnecessary customization (e.g. theme color)
→ Added patterns like modals for editing/setup flows
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The general app was initially difficult to navigate and poorly received. We redesigned both its UX and UI from the ground up, applying the newly built design system. One of the core changes was replacing the overly complex setup process with spreadsheet-like interactions, which mirrored users’ familiarity with Excel. This drastically improved usability. We also removed an unnecessary feature that allowed users to pick a custom theme color — initially seen as a “business value,” but it turned out neither users nor stakeholders found it important. After a round of explorations, we agreed on a default black theme that improved contrast and accessibility. We introduced modals for key flows such as setting up or editing campaigns, which allowed users to focus better on the task at hand and minimized page reloads.
read more
The general app was initially difficult to navigate and poorly received. We redesigned both its UX and UI from the ground up, applying the newly built design system. One of the core changes was replacing the overly complex setup process with spreadsheet-like interactions, which mirrored users’ familiarity with Excel. This drastically improved usability. We also removed an unnecessary feature that allowed users to pick a custom theme color — initially seen as a “business value,” but it turned out neither users nor stakeholders found it important. After a round of explorations, we agreed on a default black theme that improved contrast and accessibility. We introduced modals for key flows such as setting up or editing campaigns, which allowed users to focus better on the task at hand and minimized page reloads.
💡
Use <> arrows in the middle of the frames to compare before and after views
Name generator. The previous tool generated all possible name combinations based on selected inputs, overwhelming users with irrelevant results. We replaced it with an Excel-like interface where users define names using familiar logic. This sped up their workflow, made the process more intuitive, and was named one of the most impactful improvements during user interviews.
Name generator. The previous tool generated all possible name combinations based on selected inputs, overwhelming users with irrelevant results. We replaced it with an Excel-like interface where users define names using familiar logic. This sped up their workflow, made the process more intuitive, and was named one of the most impactful improvements during user interviews.
Main table view optimized for screen space. Instead of splitting content into multiple containers, we placed it within one to maximize visible data. The dashboard was minimized and made expandable per user request.
Main table view optimized for screen space. Instead of splitting content into multiple containers, we placed it within one to maximize visible data. The dashboard was minimized and made expandable per user request.
Redesigned cards and use of modals for key workflows. Previously, most flows happened directly on the main view, often without a way to go back or reset progress. We introduced modal windows for all setup and edit actions to isolate user flows and prevent confusion. Modals offered size flexibility and allowed us to standardize interface elements like buttons and headers, improving usability across the board.
Redesigned cards and use of modals for key workflows. Previously, most flows happened directly on the main view, often without a way to go back or reset progress. We introduced modal windows for all setup and edit actions to isolate user flows and prevent confusion. Modals offered size flexibility and allowed us to standardize interface elements like buttons and headers, improving usability across the board.
Improved client list view. We cleaned up the layout to fit more tiles within the viewport and gave the interface a modern look and feel by using soft borders and subtle shadows.
Improved client list view. We cleaned up the layout to fit more tiles within the viewport and gave the interface a modern look and feel by using soft borders and subtle shadows.
Charts
→ Improved dashboard in search-focused app
→ Enabled metric selection and multi-chart setup
→ Solved challenges with varying metric units and scales
→ Chose dual Y-axes for clarity and familiarity
→ Ensured accessibility with color + shape markers
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In the search-specific app, I focused on enhancing the dashboard and charting experience. Users needed to choose which metrics to track and visualize, so we enabled the ability to select up to two metrics per chart — with the option to display multiple charts side by side. A major challenge was metric scale. Some had different units or vastly different ranges. I explored multiple solutions: log scales, truncated axes, and dual Y-axes. After user research, we chose dual Y-axes — despite being discouraged in literature — because they mirrored familiar tools like Google Ads and were easy to interpret for our users. To ensure accessibility, I introduced both color and shape markers for data lines and points. Although logarithmic scale was tested, it turned out too advanced for most users, so we didn’t pursue it. Drag-and-drop customization was also scoped out due to time limits, so we went with a simple dropdown interface.
read more
In the search-specific app, I focused on enhancing the dashboard and charting experience. Users needed to choose which metrics to track and visualize, so we enabled the ability to select up to two metrics per chart — with the option to display multiple charts side by side. A major challenge was metric scale. Some had different units or vastly different ranges. I explored multiple solutions: log scales, truncated axes, and dual Y-axes. After user research, we chose dual Y-axes — despite being discouraged in literature — because they mirrored familiar tools like Google Ads and were easy to interpret for our users. To ensure accessibility, I introduced both color and shape markers for data lines and points. Although logarithmic scale was tested, it turned out too advanced for most users, so we didn’t pursue it. Drag-and-drop customization was also scoped out due to time limits, so we went with a simple dropdown interface.
Research and chart display explorations. I explored several solutions for comparing metrics of different scales: dual Y-axes, logarithmic scale, and cropped visualizations. While dual axes are generally discouraged in UX literature, user feedback and domain-specific habits (e.g., Google Ads) proved they were the most intuitive for our users.
Conclusion: test, test, test and do not trust everything you read.
Research and chart display explorations. I explored several solutions for comparing metrics of different scales: dual Y-axes, logarithmic scale, and cropped visualizations. While dual axes are generally discouraged in UX literature, user feedback and domain-specific habits (e.g., Google Ads) proved they were the most intuitive for our users.
Conclusion: test, test, test and do not trust everything you read.
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Dashboard in Google Ads with dual axis charts. Since users were already familiar with this pattern, it helped us justify and validate the decision to use dual axes in our own app.
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Dashboard in Google Ads with dual axis charts. Since users were already familiar with this pattern, it helped us justify and validate the decision to use dual axes in our own app.
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Wireframe of early chart customization idea. I initially explored a drag-and-drop system, but due to tight deadlines, we shifted to a simpler dropdown approach that could be built within one sprint.
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Wireframe of early chart customization idea. I initially explored a drag-and-drop system, but due to tight deadlines, we shifted to a simpler dropdown approach that could be built within one sprint.
Final chart designs with dual axes. The solution was simple, customizable, and accessible to both junior and senior users — balancing ease of use with implementation feasibility.
Final chart designs with dual axes. The solution was simple, customizable, and accessible to both junior and senior users — balancing ease of use with implementation feasibility.
Space saving
→ Conducted full design QA due to spacing inconsistencies
→ Mapped layout issues affecting readability
→ Found users worked on small desktop screens
→ Defined clear sizing tokens with the UI designer
→ Proposed sticky header and improved scroll behavior
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While developing the general app, we noticed several inconsistencies in padding, spacing, and component sizes between the design files and implemented UI. I conducted a detailed design QA to map and report those issues. We discovered that many users worked on small desktop screens, and poor scroll behavior (fixed containers with internal scrolls) significantly limited visible content. Over 40% of users, based on Google Analytics, were affected. In response, I collaborated with the UI designer to introduce layout tokens that clarified spacing rules for developers. I also proposed a sticky header that would preserve filters and navigation on scroll — although this feature wasn’t implemented yet, it was included in the roadmap.
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While developing the general app, we noticed several inconsistencies in padding, spacing, and component sizes between the design files and implemented UI. I conducted a detailed design QA to map and report those issues. We discovered that many users worked on small desktop screens, and poor scroll behavior (fixed containers with internal scrolls) significantly limited visible content. Over 40% of users, based on Google Analytics, were affected. In response, I collaborated with the UI designer to introduce layout tokens that clarified spacing rules for developers. I also proposed a sticky header that would preserve filters and navigation on scroll — although this feature wasn’t implemented yet, it was included in the roadmap.
Design QA process in Figma. I inspected every screen and mapped layout issues, leading to detailed spacing/padding tokens and scroll behavior changes across the app.
Design QA process in Figma. I inspected every screen and mapped layout issues, leading to detailed spacing/padding tokens and scroll behavior changes across the app.
Handoff-ready designs with tokens and spacing guides. Without Dev Mode, I used plugins to provide clear, visually clean files with token references and measurements.
Handoff-ready designs with tokens and spacing guides. Without Dev Mode, I used plugins to provide clear, visually clean files with token references and measurements.
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Notes complementing visual handoff materials. For aspects not visible in the UI, I added detailed written notes to guide developers and explain context-specific behavior.
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Notes complementing visual handoff materials. For aspects not visible in the UI, I added detailed written notes to guide developers and explain context-specific behavior.
Reflections
→ Working on internal tools taught me the value of practical UX
→ Collaboration with devs was key to success
→ Users often prefer familiarity over novelty
→ Attention to detail improved both perception and adoption
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This project showed me how much value well-designed internal tools can deliver — especially when users rely on them daily. I learned that in these environments, even small changes in spacing, behavior, or copy could have big impact. Close collaboration with developers helped ensure our design system was implemented properly and consistently. We created scalable, future-proof solutions even when under tight time constraints. Finally, this project confirmed how important familiarity is. Bringing in patterns users already knew from Excel or Google Ads improved their experience without needing extra training. Good UX doesn’t always mean reinventing — sometimes it’s about translating what works into a better interface.
read more
This project showed me how much value well-designed internal tools can deliver — especially when users rely on them daily. I learned that in these environments, even small changes in spacing, behavior, or copy could have big impact. Close collaboration with developers helped ensure our design system was implemented properly and consistently. We created scalable, future-proof solutions even when under tight time constraints. Finally, this project confirmed how important familiarity is. Bringing in patterns users already knew from Excel or Google Ads improved their experience without needing extra training. Good UX doesn’t always mean reinventing — sometimes it’s about translating what works into a better interface.
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Sorry for the inconvenience :(