Global question
How do you launch the same self-serve platform in a new market without redesigning it from scratch?
Work / Self-serve ad platform
Ad techWhite-label platformDesign systemsTeam leadershipUX/UI
Self-serve ad platform
A white-label self-serve ad platform, rebuilt on one design system and adapted to three very different markets. In each of them it still earns the brand’s trust.
01
A white-label ad platform, made to feel native in every market it launched in.
Publishers and media owners use it to sell ad space directly to advertisers of any size. Campaign planning, creatives, payment and reporting run in one workflow.
Self-serve advertising works when a publisher can open premium ad space to any business, not just big brands with a sales team. But a platform built for one market rarely feels native in another. Currency, payment habits, reading direction and trust signals all differ.
In a white-label product the problem multiplies. Every new market needs its own research, its own copy tone and its own trust cues, and the product underneath must not fork.
I joined when the design system was growing from one deployment into a real white-label product, one you can re-skin and reconfigure for each client without losing consistency or trust.
02
One five-step wizard, designed to work the same way in every market.
The same five steps carried the workflow from the first market to the last.
Placement
Choose your channel and placement - specify the objective, to get visitors, sales or brand awareness.
Budget
Choose your budget. This determines how many impressions get served.
Audience
Target your audience with a range of options, so campaigns reach the right people.
Creatives
Upload your creatives with a simple tool, or bring an existing design.
Launch
Pay and launch through a built-in checkout, by card or by invoice.
03
The platform stayed the same. The market context never did.
Interviews with local stakeholders and cultural research shaped every new deployment. Reading direction, payment habits and what signals trust change from market to market, even when the workflow doesn’t.
Design response
Keep one core design system. Localise research, copy tone and trust signals for each deployment.
Scale question
How does a small design team support several concurrent client deployments at once?
04
Designed around the work - not around a feature catalogue.
Each screen is one job the platform does: create, manage, onboard, report. The screens are redrawn with fictional data.
Createfive-step campaign wizard, placement to payment
Campaign wizard
A five-step guided flow - placement, budget, audience, creatives, payment - for advertisers with no campaign experience.
Managelive status and spend at a glance
Publisher dashboard
An overview of every campaign’s status, budget spent, impressions and clicks at a glance.
Onboardpublisher-side company and invitation management
Companies & invitations
Publisher-side tools for managing advertiser and agency accounts, invitations and access levels.
Reportscheduled and one-time reporting exports
Reporting & orders
Scheduled or one-time exports, plus order history with payment status and method.
05
A single deployment becomes a white-label platform.
Over 11 months I led design across the core platform and three client deployments. I stayed hands-on in research, UX and UI, and I owned the workflow, the reviews and the design system.
Before
Single deployment
One market · one visual identity · one configuration
Research
Market & cultural research
Ran stakeholder interviews and cultural-context research for each market, including right-to-left conventions and local trust signals.
System
One core, three deployments
I led the design system from a single implementation to a white-label foundation: one core, three deployments, each ready for its market.
WCAG accessibility standards
Scale
Motion & systemisation
Introduced a lightweight motion layer and kept the design system consistent as it scaled to new client deployments.
After
White-label platform
Three markets · shared design system · local trust signals
11 months3 client deployments
“The strongest outcome was not one deployment. It was a design system that could absorb a new market without losing what made it trustworthy in the last one.”
Self-serve ad platform
06
Leading design coherence across a core platform and three markets.
As UX/UI Design Lead I set the direction and stayed hands-on in research, UX and UI. I owned the design system, the workflow and delivery, and coordinated the design team across client deployments running in parallel.
Direct
I set the UX/UI vision and built the foundations of a design system that scales, including WCAG accessibility standards.
Research
Ran stakeholder interviews and cultural-context research for each market, including right-to-left conventions and local trust signals.
Design
Designed the campaign-creation wizard, publisher dashboard, payment and reporting flows.
Lead
I managed the design team, reviewed their work, mentored them and worked closely with product owners and developers.
07
A complete product system - not a pitch-deck prototype.
What was delivered, and what was measured.
Customisation time for a new client dropped by more than 40%, design and development together, once the new design system and workflow shipped. The gain came from better processes, communication and design work, and most of all from a new approach and a system that is easier to customise.
In eleven months the core platform and the campaign wizard shipped for three different clients.
Research, UX, UI and motion worked as one design team across client deployments running in parallel.