ADTECH / NEW SaaS PLATFORM

Overview

As a UX Architect for Sizmek (Formerly RocketFuel), I was tasked with completely overhauling the entire Ad-Serving + Campaign Management (DSP) platform AND the Data Management Platform (DMP). Moving from Managed Services to Self-Service (SaaS). Here are the results of my contributions:

• A single SaaS platform was built out with streamlined self-service workflows (combined DSP/DMP)
• Persona Development - I interviewed many new users outside of our Managed Services sector to understand their goals, inputs/outputs from their current systems, pain points, expectations, etc. Created new personas for SaaS user scenarios.
• I worked on the user journeys, flows, building wireframes, prototypes and component designs
• I was responsible for aligning cross-functional teams and presenting to monthly stakeholders meetings
• Researched & collaborated with UI Engineers in transitioning from multiple UI frameworks to ReactJS + D3 for visualizations built using a single framework
• I collaborated with our UX Researcher in conducting extensive user testing (A/B testing, variant, task-flow analysis, benchmarking) to gain feedback on navigation discovery, taxonomy, flows, etc.
• Design System - I was able to get buy-in from Management, Product and helped establish a new Design System via collaboration with other designers on the team + Engineering