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Ad tech · White-label platform · Shipped

Self-serve ad platform.

A white-label self-serve advertising platform, rebuilt with a scalable design system and adapted across three very different markets—without breaking brand trust in any of them.

Product designDesign systemsTeam leadershipUX/UIDesign operations
Role
UX/UI Design Lead
Duration
11 months
Scope
Core platform · 3 deployments

Scroll to follow the campaign workflow

11

months across the core platform + 3 client deployments

40%+

faster client customisation, design and dev

3

distinct markets designed for

5

step campaign wizard shipped

Executive summary

A white-label ad platform, made to feel native in every market it launched in.

The platform lets publishers and media owners sell advertising space directly to advertisers of any size—automating campaign planning, creative production, payment and reporting into one workflow.

I joined as the design system matured from a single deployment into a true white-label product: one built to be re-skinned and re-configured for each new client without losing consistency or trust.

Over 11 months I led design across the core platform and three client deployments—working hands-on across research, UX and UI while owning workflow, reviews and design-system scalability.

Product designDesign systemsCultural researchInformation architectureMotion designPrototypingTeam leadershipDesign QA

01 · Problem and niche

A generic ad platform doesn’t feel safe to advertise on.

Self-serve advertising works when publishers and media owners can open premium ad space to businesses of any size—not just the largest brands with a dedicated sales team. But a platform built for one market rarely feels native in another: currency, payment habits, reading direction and trust signals all differ.

For a white-label deployment the risk compounds: every new market needs its own research, its own copy tone and its own visual trust cues—without forking the underlying product or breaking the shared design system.

Sanitized self-serve ad platform landing page explaining the white-label proposition
Market framing White-label platform · deployed across 3 distinct markets

02 · Product model

One five-step wizard, designed to work the same way in every market.

01

Placement

Choose your channel and placement—specify the objective, to get visitors, sales or brand awareness.

02

Budget

Choose your budget. This determines how many impressions get served.

03

Audience

Target your audience with a range of options, so campaigns reach the right people.

04

Creatives

Upload your creatives with a simple tool, or bring an existing design.

05

Launch

Pay and launch through a built-in checkout, by card or by invoice.

03 · My role

Leading design coherence across a core platform and three markets.

As UX/UI Design Lead, I set direction and stayed hands-on across research, UX and UI. I owned the design system, workflow and delivery while coordinating a design team across concurrent client deployments.

  1. Direct

    Vision & design system

    Set the UX/UI vision for the platform and built its scalable design-system foundations, including WCAG accessibility standards.

  2. Research

    Market & cultural research

    Ran stakeholder interviews and cultural-context research for each market, including right-to-left conventions and local trust signals.

  3. Design

    Key flows

    Designed the campaign-creation wizard, publisher dashboard, payment and reporting flows.

  4. Lead

    Team & delivery

    Managed the design team, reviewed and mentored, and coordinated closely with product owners and developers.

  5. Scale

    Motion & systemisation

    Introduced a lightweight motion layer and kept the design system consistent as it scaled to new client deployments.

04 · Product process

The platform stayed the same. The market context never did.

Stakeholder interviews and cultural research shaped every new deployment—reading direction, payment habits and the tone that signals trust shift by market, even when the underlying workflow doesn’t.

Under my direction, the design system grew from a single implementation into a true white-label foundation: one core, three distinct market-ready deployments.

Global question

How do you launch the same self-serve platform in a new market without redesigning it from scratch?

Design response

Keep one core design system, and localise research, copy tone and trust signals per deployment.

Scale question

How does a small design team support several concurrent client deployments at once?

05 · Product experience

Designed around the work—not around a feature catalogue.

Create

Campaign wizard

A five-step guided flow—placement, budget, audience, creatives, payment—for advertisers with no campaign experience.

Manage

Publisher dashboard

An overview of every campaign’s status, budget spent, impressions and clicks at a glance.

Onboard

Companies & invitations

Publisher-side tools for managing advertiser and agency accounts, invitations and access levels.

Report

Reporting & orders

Scheduled or one-time exports, plus order history with payment status and method.

Ads · Campaign wizard
Sanitized campaign-wizard screen showing creative type, market and product selection
01 · Create Five-step campaign wizard · placement to payment
Ads · Dashboard
Sanitized publisher dashboard showing campaign status, spend and performance
02 · Manage Publisher dashboard · live status and spend at a glance
Ads · Companies
Sanitized companies and invitations table with account type and access status
03 · Onboard Publisher-side company and invitation management
Ads · Reports
Sanitized reporting screen with scheduled and one-time export status
04 · Report Scheduled and one-time reporting exports

06 · Evidence and outcomes

A complete product system—not a pitch-deck prototype.

  1. Design system evidence

    40%+ faster customisation

    Client-specific customisation time was reduced by more than 40%—across both design and development—after the new design system and workflow shipped.

  2. Shipped scope

    3 client deployments

    The core platform and campaign wizard were adapted and shipped for three distinct client contexts within an eleven-month engagement.

  3. Team scale

    Design team led end-to-end

    Research, UX, UI and motion design were coordinated as one design team across concurrent 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.

07 · What this demonstrates

Design systems that travel.

Cultural fluency

Designing across markets, not just languages—right-to-left conventions, payment habits and trust signals shift by market even when the underlying workflow doesn’t.

Systemisation at scale

Turning one implementation into a true white-label foundation that stayed consistent while it was re-skinned for new clients.

Motion as usability

Using a lightweight motion layer to guide users and make a multi-step campaign wizard feel lighter, not more complex.

Campaign wizardA five-step guided flow—placement, budget, audience, creatives, payment—for advertisers with no campaign experience.
Publisher dashboardAn overview of every campaign’s status, budget spent, impressions and clicks at a glance.
Companies & invitationsPublisher-side tools for managing advertiser and agency accounts, invitations and access levels.
Reporting & ordersScheduled or one-time exports, plus order history with payment status and method.
BudgetChoose your budget. This determines how many impressions get served.
LaunchPay and launch through a built-in checkout, by card or by invoice.