ADXE
2025
Redesigned ADXE DSP, simplifying campaign and creative flows under a tight 1.5-month deadline. The new UI boosted credibility, reduced setup errors, and accelerated dev work with ReactMUI theming.
Product
Web app (desktop-first)
Domain
AdTech (programatic advertising)
Client
ADXE
Role
Product Design Lead
(with 1 junior designer)
Activities
Metrics
Challenge
ADXE’s existing DSP had confusing navigation, clunky campaign forms, and outdated visuals, which hurt efficiency and credibility. The client wanted a redesign in just 1.5 months, with shifting scope and no finalized branding.
Outcome
I defined the tenancy model and roles, repainted ReactMUI, and benchmarked competing DSPs to streamline campaign and creative flows. I delivered clickable prototypes for campaign creation, dashboards, creative catalog, audiences, profiles, and settings across MVP, MVP+1, and MVP+2.
Impact
The redesign improved visual trust and simplified campaign flows, reducing setup errors by ~25% and cutting UI dev effort by ~30%, while laying the foundation for future iterations.