For over 2 decades, adMarketplace has pioneered native search advertising across the open web, connecting consumers with relevant search ads beyond the traditional search results page.

I redesigned a core part of adMarketplace’s internal platform used by account and campaign managers to track and optimize advertiser performance. This included AG Grid-powered pages like the Performance Overview, Campaign, and Audience grids. These pages surface granular metrics like CPC, ROAS, and conversions—broken down by device type, geo, time of day, and placements. This level of detail is crucial for users to spot trends, troubleshoot issues, and make data-backed decisions that directly impact ad spend efficiency and client outcomes.

To understand the problems, I held problem breakdown meetings with project managers, and user interviews to understand user requirements, multiple use cases that would alter the designs.

Demand Side Users need:

The ability to apply multi-level breakdown filters in a cascading format within the demand grids, enabling more granular data analysis and optimizing clarity and easy information digestion. 

Through ideation sessions, rapid sketching, 3 user acceptance tests, 2 grooming sessions, a completed prototype of multiple use cases of different advanced breakdown scenarios, as well as a new and refined settings for users to select their ideal view was created.

How was this achieved?

• Interviewed demand side employees (our users) and project managers about the breakdown hierarchies, understanding how to order it for the cascading view points. 

• Weighed horizontal vs. vertical cascades to address varied data consumption patterns, implementing flexible options to suit different user roles.

• Designed and led task-based user acceptance testing to evaluate user interactions—such as clicks, session duration, and emotional responses—across various stages of the redesign. Tests were conducted in a controlled environment simulating real-world workflows, allowing users to approach the experience with fresh perspectives and uncover genuine usability challenges.

• Led and attending developer grooming sessions, where I walk through designs as well as gain understanding on deeper technical requirements of AG grid integration and how to incorporate those into the design even further.