Campaign planner tool
UX/UI designer
concept design
product design
research
design system
prototyping
MVP
6+ months
Figma
Miro
Agile
Jira
Context & challenge
→ Created a new ecosystem combining 5 internal tools
→ 3 legacy apps merged into 1 redesigned product
→ Goal: centralize workflows and reduce reliance on Excel
→ Part of a corporate ecosystem of 40+ internal apps
→ Required compliance with an existing internal design system
→ Worked in a team of 5 designers, 60+ devs, 5 POs, 4 PMs
→ Many stakeholders = many opinions → co-created clear design & decision-making processes
→ Users had specialized, often implicit workflows rooted in Excel
Disclaimer: To comply with a signed NDA, certain names, visuals, and internal references have been modified or excluded.
read more
This product was part of a broader effort to unify a fragmented ecosystem of internal tools used to plan and coordinate large-scale marketing campaigns. We combined key functionality from 3 legacy apps into a newly designed product, connected it with a fourth tool via shared data, and introduced a fifth one built from scratch — all forming a cohesive application suite. The project was developed within the internal ecosystem of a global marketing corporation, which maintains over 40 similar applications and an established internal design system. This meant we had to strike a balance between flexibility and strict design standards — we couldn’t freely invent new components but had to extend or adapt what's already available. The goal was to let users manage their work in one place instead of switching between tools or manually transferring campaign data from Excel. While the MVP is still being rolled out (launching August 2025), the design aims to streamline planning processes and reduce tool fragmentation across teams. The user base added another layer of complexity: they came from various marketing roles and seniority levels, often relying on heavily customized Excel workflows that weren’t explicitly documented. I audited dozens of existing spreadsheets to uncover real patterns, constraints, and user logic — insights that shaped much of the product direction.
read more
This product was part of a broader effort to unify a fragmented ecosystem of internal tools used to plan and coordinate large-scale marketing campaigns. We combined key functionality from 3 legacy apps into a newly designed product, connected it with a fourth tool via shared data, and introduced a fifth one built from scratch — all forming a cohesive application suite. The project was developed within the internal ecosystem of a global marketing corporation, which maintains over 40 similar applications and an established internal design system. This meant we had to strike a balance between flexibility and strict design standards — we couldn’t freely invent new components but had to extend or adapt what's already available. The goal was to let users manage their work in one place instead of switching between tools or manually transferring campaign data from Excel. While the MVP is still being rolled out (launching August 2025), the design aims to streamline planning processes and reduce tool fragmentation across teams. The user base added another layer of complexity: they came from various marketing roles and seniority levels, often relying on heavily customized Excel workflows that weren’t explicitly documented. I audited dozens of existing spreadsheets to uncover real patterns, constraints, and user logic — insights that shaped much of the product direction.
My role & contributions
→ Main product designer for the application created from merging 3 tools
→ Joined right after the discovery phase led by another designer
→ Designed most of the application and consulted on the rest
→ Collaborated with other designers, developers, and product owners
→ Ran in-depth analysis of user spreadsheets + hands-on research
→ Prepared production-ready handoffs and supported implementation
read more
I joined the team immediately after the discovery phase, which was led by another designer who conducted foundational research (interviews, competitor analysis, product audit) and outlined the initial product vision. My main responsibility was to take that vision forward and design the actual experience — translating concepts into detailed, functional interfaces and interactions. I designed the majority of the merged application’s key flows and components, consulted on features designed by others, and helped ensure the overall UX stayed coherent. While I wasn't a formal lead, I became the main point of contact for design decisions and cross-feature consistency. In terms of research, I: → Conducted some of the user interviews (IDIs) during workflow analysis → Prepared prototypes for usability testing → Analyzed dozens of existing Excel-based campaign plans to understand user logic → Benchmarked specific solutions (e.g. formulas, approval flows, conditional interactions) Throughout the project, I worked closely with developers during implementation, handled all design handoffs using structured documentation, and collaborated with the design system team to stay aligned on reusable components.
read more
I joined the team immediately after the discovery phase, which was led by another designer who conducted foundational research (interviews, competitor analysis, product audit) and outlined the initial product vision. My main responsibility was to take that vision forward and design the actual experience — translating concepts into detailed, functional interfaces and interactions. I designed the majority of the merged application’s key flows and components, consulted on features designed by others, and helped ensure the overall UX stayed coherent. While I wasn't a formal lead, I became the main point of contact for design decisions and cross-feature consistency. In terms of research, I: → Conducted some of the user interviews (IDIs) during workflow analysis → Prepared prototypes for usability testing → Analyzed dozens of existing Excel-based campaign plans to understand user logic → Benchmarked specific solutions (e.g. formulas, approval flows, conditional interactions) Throughout the project, I worked closely with developers during implementation, handled all design handoffs using structured documentation, and collaborated with the design system team to stay aligned on reusable components.
Spreadsheet functionality
→ Designed a spreadsheet-like interface for campaign planning based on the existing design system, working closely with the head of design to ensure consistency
→ Included editable and read-only columns with contextual edit scopes and visual indicators
→ Audited 20+ spreadsheets to map required logic and structure
→ Created a comparison matrix of Excel, AG Grid, and an existing legacy tool
→ Balanced user familiarity with technical constraints to enable quick and robust development
→ Usability testing planned after MVP release
read more
The spreadsheet was the core interface where users built and managed their campaign plans. Inspired by Excel, it included editable columns, read-only columns, and contextual edit scopes — meaning sometimes the whole table was editable, sometimes mostly read-only with only one editable column. To make this clear to users, I designed visual cues and indicators to help them understand the current editing mode. To understand the required logic, I analyzed over 20 real planning spreadsheets. I also created a comparison matrix between Excel, AG Grid (our technical base), and a legacy internal tool. This helped me balance user familiarity with the technical feasibility of the component, aiming for a solution that was intuitive but could be developed quickly and reliably. This was the only component I designed directly on top of the existing design system. I worked closely with the head of the design department, who oversaw design system integrity, to ensure the spreadsheet’s style and behavior aligned perfectly with system standards. We plan to run usability tests after the MVP launch to validate and improve the spreadsheet experience.
read more
The spreadsheet was the core interface where users built and managed their campaign plans. Inspired by Excel, it included editable columns, read-only columns, and contextual edit scopes — meaning sometimes the whole table was editable, sometimes mostly read-only with only one editable column. To make this clear to users, I designed visual cues and indicators to help them understand the current editing mode. To understand the required logic, I analyzed over 20 real planning spreadsheets. I also created a comparison matrix between Excel, AG Grid (our technical base), and a legacy internal tool. This helped me balance user familiarity with the technical feasibility of the component, aiming for a solution that was intuitive but could be developed quickly and reliably. This was the only component I designed directly on top of the existing design system. I worked closely with the head of the design department, who oversaw design system integrity, to ensure the spreadsheet’s style and behavior aligned perfectly with system standards. We plan to run usability tests after the MVP launch to validate and improve the spreadsheet experience.
Spreadsheet in action. To show errors in collapsed rows, I added an indicator on the main row level. Even though there’s no icon—only a vertical line on the far left—it should be sufficient even for color-blind users.
←
Exploration and research in FigJam. A fragment of a comparison matrix showing key functionalities across different tools.
Spreadsheet cell component. All possible interaction states were mapped out. Due to the complexity, the cell was split into five components based on input type—two of them with over 500 variants. Styling follows the design system to ensure consistency.
→
Another spreadsheet use case. Here showing drag-and-drop functionality and Excel-like row actions hidden in a context menu.
Only one column editable. This MVP version of spend confirmation includes visual cues helping users understand what they can edit. In the future, this feature will move to a separate section.
Formula creator
→ Designed a simplified formula builder for specific columns
→ Inspired by Excel, Google Sheets, VS Code, and Notion
→ Displayed formulas in structured, readable format
→ Early feedback gathered via internal preview, more testing planned
→ Long-term goal: support for IF conditions to fully mirror Excel
read more
Some users needed to create formulas for tasks like budget splits, estimated reach, or conditional logic. To make this easier and more user-friendly than Excel syntax, I designed a simplified formula builder displayed in a side modal. It was inspired by both spreadsheet software and modern code editors like VS Code and Notion. Formulas were presented in a structured format with syntax highlighting, basic validation, and preview capabilities. The layout aimed to improve readability and reduce the intimidation factor for non-technical users. We tested early concepts informally through our internal platform, presenting the formula builder to selected users in an A/B-like format. The results were mixed — some found it promising, others still preferred traditional syntax. Usability testing in the live tool will help determine whether this new approach is empowering or too complex. We're also planning to add support for IF conditions to match real-world Excel use cases more closely.
read more
Some users needed to create formulas for tasks like budget splits, estimated reach, or conditional logic. To make this easier and more user-friendly than Excel syntax, I designed a simplified formula builder displayed in a side modal. It was inspired by both spreadsheet software and modern code editors like VS Code and Notion. Formulas were presented in a structured format with syntax highlighting, basic validation, and preview capabilities. The layout aimed to improve readability and reduce the intimidation factor for non-technical users. We tested early concepts informally through our internal platform, presenting the formula builder to selected users in an A/B-like format. The results were mixed — some found it promising, others still preferred traditional syntax. Usability testing in the live tool will help determine whether this new approach is empowering or too complex. We're also planning to add support for IF conditions to match real-world Excel use cases more closely.
Formula creator in Google Sheets
Formula creator in Notion
Context menu triggered by '@' symbol. Used as inspiration for the '#' interaction in the formula flow for selecting attributes.
Formula creation flow. The difficulty was enabling users to either select fixed numeric pre-set value or a formula. Hence formula button being placed inside the cell which then replaces the previous fixed value.
Dropdown list triggered by '#' symbol. Formatting and attribute names differ between tools, so the dropdown helps users select the right value instead of relying on copy-paste from Excel.
Error state with explanation in a tooltip. Unmatched brackets don’t trigger an icon, only a subtle red background. To avoid relying on color alone—especially since the bracket symbol is small—the whole field is also highlighted, and a tooltip explains the issue.
Approval workflow
→ Designed plan views based on user role and status
→ Handled edge cases like limited visibility for clients
→ No notifications in MVP → added contextual guidance for manual comms
→ Designed a comment system with a roadmap for future scaling
→ Considered audit trails, comment types, and interactions
read more
The approval process varied depending on the user’s role and the plan’s current status. I designed specific UI states to reflect these combinations. For example, when a plan was awaiting internal approval, clients couldn’t see detailed data. I created a restricted-view version of the spreadsheet showing only basic plan metadata. Since the MVP didn’t include in-app notifications, I added contextual messages prompting users to inform others manually when approvals were needed. Another key part was designing the comment system. I built a side modal for discussions and plan-related comments, designed to be expanded in future versions to support tagging, status-related comments, and filtering.
read more
The approval process varied depending on the user’s role and the plan’s current status. I designed specific UI states to reflect these combinations. For example, when a plan was awaiting internal approval, clients couldn’t see detailed data. I created a restricted-view version of the spreadsheet showing only basic plan metadata. Since the MVP didn’t include in-app notifications, I added contextual messages prompting users to inform others manually when approvals were needed. Another key part was designing the comment system. I built a side modal for discussions and plan-related comments, designed to be expanded in future versions to support tagging, status-related comments, and filtering.
←
Role-based user flows diagrams in FigJam. Created in collaboration with senior users to map real user workflows.
💡
Use <> arrows in the middle of the frames to compare role-based views
Role comparison views. Users needed reassurance that clients don’t see unfinished work. Since tabs are approved separately, we limited what’s shown based on stage and role.
Status section based on status and role. With no notifications in MVP, I designed instructional messages and toasts guiding users to inform others manually after key actions.
→
Comments side modal. Since there’s no separate activity log, I added a way to remove comment content while keeping the log entry visible.
←
Role-based user flows diagrams in FigJam. Prepared with collaboration and approval of senior planners in the company who helped us map their workflow.
Calendar functionality
→ Redesigned a legacy calendar-style interface used for campaign scheduling
→ Supported both date-pickers and visual timeline editing
→ Allowed selecting, merging, and editing campaign phases directly on a grid
→ Functionality inspired by Excel-like interactions
→ UX exploration based on legacy tool analysis
read more
One of the tools we were replacing had a built-in time planning feature with a visual calendar grid — not a standard date-picker, but something closer to Excel, where users selected multiple cells to define time ranges. However, the legacy version was visually overloaded and difficult to use. I explored this functionality from a UX perspective by analyzing the legacy tool and user behaviors in Excel. Based on that, we designed a hybrid solution: users could select campaign dates via standard pickers or use an Excel-like grid to visually highlight time blocks. The interface also supported merging cells to reflect multi-day phases — a pattern common in users’ spreadsheets. The updated component allowed users to: → Select and adjust campaign phases directly on a grid → Merge or resize blocks easily → See overlapping campaigns at a glance I collaborated with another designer to finalize the interface and match user expectations while improving usability.
read more
One of the tools we were replacing had a built-in time planning feature with a visual calendar grid — not a standard date-picker, but something closer to Excel, where users selected multiple cells to define time ranges. However, the legacy version was visually overloaded and difficult to use. I explored this functionality from a UX perspective by analyzing the legacy tool and user behaviors in Excel. Based on that, we designed a hybrid solution: users could select campaign dates via standard pickers or use an Excel-like grid to visually highlight time blocks. The interface also supported merging cells to reflect multi-day phases — a pattern common in users’ spreadsheets. The updated component allowed users to: → Select and adjust campaign phases directly on a grid → Merge or resize blocks easily → See overlapping campaigns at a glance I collaborated with another designer to finalize the interface and match user expectations while improving usability.
Early calendar explorations. Inspired by Excel and a legacy tool (not shown here), I tested interactions like merging date cells. Statuses and color coding are not in MVP.
Final MVP UI. Initial release without color coding or status indicators yet.
Collaboration & process
→ Closely collaborated with developers on handoff and logic
→ Co-designed our team’s design process to fit a largely non-design-aware, non-Agile product environment
→ Defined a shared workflow and Figma structure with the dev team
→ Worked with the head of the design system on weekly reviews
→ Proposed new patterns (e.g. side modal column management, spreadsheet logic) now considered to be reused org-wide
→ Supported new designers joining the project
read more
Throughout the project, I maintained tight communication with developers. Instead of using formal Figma specs, we defined a shared way of working and agreed on a consistent Figma structure that made it easy to identify what was ready for development. We worked in close loops, discussed logic early, and solved blockers together. Together with another designer, I also helped shape how the design team worked within this particular product setup. Many people in Product had little to no prior experience working with designers or following Agile/Scrum methodology. We had to clarify our roles, define how we collaborate, and establish repeatable workflows that worked in this specific context. Because the design system team was separate, I couldn’t modify system components freely. I worked around that by proposing concrete solutions to recurring problems and presenting them in weekly design reviews with the head of the design system. Many of the solutions I created — such as comment behavior, spreadsheet editing logic, or visual communication of editable states — are now considered to be used as patterns across other applications in the company.
read more
Throughout the project, I maintained tight communication with developers. Instead of using formal Figma specs, we defined a shared way of working and agreed on a consistent Figma structure that made it easy to identify what was ready for development. We worked in close loops, discussed logic early, and solved blockers together. Together with another designer, I also helped shape how the design team worked within this particular product setup. Many people in Product had little to no prior experience working with designers or following Agile/Scrum methodology. We had to clarify our roles, define how we collaborate, and establish repeatable workflows that worked in this specific context. Because the design system team was separate, I couldn’t modify system components freely. I worked around that by proposing concrete solutions to recurring problems and presenting them in weekly design reviews with the head of the design system. Many of the solutions I created — such as comment behavior, spreadsheet editing logic, or visual communication of editable states — are now considered to be used as patterns across other applications in the company.
→
Since many teammates hadn’t worked with design or Agile before, we defined a process to clarify collaboration and expectations.
Figma handoff file. Based on developer input, I created a Figma structure that’s clear, scalable, and easy to use for both sides.
Reflections
→ One of the most complex projects I’ve worked on
→ Required both strategic thinking and hands-on execution
→ Taught me how to adapt to changing constraints
→ Strengthened my systems thinking and cross-functional collaboration
read more
This was one of the most challenging and rewarding projects I’ve worked on. It required everything at once: conceptual thinking, attention to detail, empathy for expert users, awareness of technical limitations, and prioritization under time pressure. It also reinforced how much I enjoy working in complexity — turning chaotic workflows into usable interfaces, collaborating with people across the organization, and watching abstract requirements become real tools.
read more
This was one of the most challenging and rewarding projects I’ve worked on. It required everything at once: conceptual thinking, attention to detail, empathy for expert users, awareness of technical limitations, and prioritization under time pressure. It also reinforced how much I enjoy working in complexity — turning chaotic workflows into usable interfaces, collaborating with people across the organization, and watching abstract requirements become real tools.
No mobile or tablet view
No mobile or tablet view (yet)
No mobile or tablet view (yet)
Please, view the page on desktop only.
Sorry for the inconvenience :(
Please, view the page on desktop only.
Sorry for the inconvenience :(