Advertising Technology

(acquired by Adobe)

TubeMogul

Situation

  • TubeMogul, a leading video advertising platform, needed to overhaul its campaign and placement management tools.

  • Goals: streamline workflows for thousands of active monthly users, unify cross-screen advertising management, and eliminate top customer pain points.

  • Constraints: the existing Placement Editor and campaign manager UIs were slow, complex, and created friction for advertisers running global, multi-channel campaigns.

Role
Director of Product Design

Strategy

  • Conducted a systems-level analysis of workflows, identifying bottlenecks across campaign setup, placement creation, and reporting.

  • Prioritized insights from user research, sales feedback, and customer support backlogs to triangulate recurring problems.

  • Collaborated with engineering and product leadership to define a unified information architecture that could scale across web, mobile, and TV integrations.

  • Bet: By radically simplifying placement creation and campaign setup, we could multiply user efficiency, boost customer satisfaction, and unlock revenue opportunities through faster adoption of advanced features.

Actions

  • Designed and prototyped a redesigned Placement Editor with quick keys, universal placements, forecasting panels, and push-button publisher deals.

  • Partnered with engineering to integrate advanced algorithms for viewability optimization and lookalike audience creation.

  • Launched a new Signal design system and prototyping program to align design, engineering, and product.

  • Built new features across devices, including mobile applications for campaign monitoring on iOS and Android.

  • Embedded design within engineering workflows by integrating prototypes and assets directly into JIRA, doubling sprint velocity.

Results

  • 200–600% faster workflows – placement creation time reduced by 2x; campaign creation time reduced by 6x.

  • Increased revenue opportunities and customer satisfaction by redesigning the platform information architecture and unifying digital, broadcast, and reporting experiences.

  • Eliminated top customer pain points through targeted redesigns informed by research and support insights, reducing churn and strengthening retention.

  • Elevated design team impact with cross-disciplinary processes, design standards, and prototypes that influenced strategy at the C-suite level.

  • Increased engineering velocity by over 100% by embedding design into agile delivery pipelines.

Leadership Perspective

  • Learned that blending user research, customer-facing team insights, and data-driven analysis is the fastest way to identify high-impact design bets.

  • Strengthened my leadership by showing how a design system and prototyping culture could scale across functions, increasing both team effectiveness and organizational influence.