Audience Hub
Role: Product Designer
Industry: Programmatic Advertising
Skills: Product Design, UI/UX Design, Design System, Competitive Analysis, Usability Testing, Design QA
Tools: Figma, Miro, Jira
AI Tools: Garfielld (Internal Generative AI Platform), Claude
Overview
As the sole Product Designer on Audience Hub, I partnered closely with the PM and Dev Team to redesign the legacy platform and improve how it felt and functioned. I led the end to end design process and worked hands on with engineering to bring the new experience to life.
Business Goal
The goal was to improve the audience creation tool so users could work through complex tasks like the query builder more efficiently. The existing experience was outdated, cluttered, and confusing, leading to slow workflows, unnecessary friction, and limited support for evolving business needs.
Outcome
The redesign focused on making the tool cleaner, easier to use, and more visually engaging. Complex workflows were simplified, valuable new features were added, and the overall structure became more intuitive. This created a smoother experience and an easier transition from the legacy product.
Active users increased by 140%, rising from 51 to 120.
Task completion became 70% faster, reducing the time from 10 minutes to under 3 minutes.
Added performance reporting to give users actionable insights for tracking progress and making data-driven decisions.
Design Process
UX Research
I analyzed research from the UX Research Team to understand our core users, media buyers at large brands such as Coca-Cola and P&G. They wanted tools that made audience building fast and simple, with clear insights into performance. With the legacy Audience Hub, they often felt frustrated; the Query Builder was confusing, and they lacked real-time audience demographics and performance reporting to see how their campaigns were performing.
User Persona
Media Buyer at a large brand (Coca-Cola, P&G).
Goals
• Build and manage target audiences efficiently.
• Access real-time audience demographics and performance metrics.
• Make data-driven decisions to maximize campaign ROI.
Pain Points
• Legacy platform was unintuitive and cluttered.
• Confusing tools like the Query Builder that complicate audience creation.
• Lack of real-time insights and performance reporting.
Behaviours
• Uses multiple advertising tools.
• Works under tight deadlines and high ROI expectations.
• Prefers intuitive, streamlined workflows that reduce manual work.
Competitive Analysis
Conducted a competitive analysis of leading audience-building tools to identify gaps and opportunities in UX, functionality, and positioning, using AI to structure notes and insights efficiently.
User Flow
I mapped the user flow to understand how media buyers navigated Audience Hub, which helped inform key design decisions.
Design Solutions
Audience Query Builder
I set out to redesign the audience builder with one goal in mind: make it powerful yet intuitive. The original tool worked, but it required too many clicks, too much thought, and offered little visual feedback. I focused the redesign on usability, clarity, and visual appeal, creating an experience that felt faster and easier to use. The result was a tool that not only looked better but performed better. Users could build audiences with less effort and fewer errors, and the impact was clear: active users shot up by 140%, growing from 51 to 120.
Create Audience Flow
The original workflow was slow and complex, taking users up to 10 minutes to segment target audiences. Using AI to explore different design solutions, I redesigned the experience to be intuitive, with real-time filters and visual feedback. This reduced task time by 70%+, bringing completion down to 1–3 minutes.
Performance Reporting
Users previously had no access to performance data, leaving them without insight into how their audiences were performing. I solved this by designing a Performance Reporting tool that introduced clear metrics, at-a-glance visuals, and one-click attribution reporting, giving users meaningful visibility for the first time.
Audience Catalogue
Users found it hard to navigate large data tables, making it frustrating to find what they needed. I redesigned the tables with better layout, spacing, and sorting and filtering features, making large datasets easy to scan and use.
Audience Demographics
Users couldn’t view audience demographics in real-time, making it hard to get insights. I designed a sidebar that shows live data with intuitive navigation and filtering, helping users explore and act on information quickly.
Hi-Fi Prototyping / Usability Testing
I created a high-fidelity prototype to bridge concept and development, allowing stakeholders to preview the product, validate user flows, and gather feedback early. Usability testing helped identify pain points and refine interactions, resulting in a streamlined, user-friendly flow that aligned with the overall vision.
