Silverpush

Reducing time by 70% and saving 20+ hours

Reducing time by 70% and saving 20+ hours

Silverpush runs highly customized campaigns with complex targeting and budget requirements. Used by 200+ users globally, this platform serves as a single source of truth for tracking, documentation, and transparent collaboration across the organization

A Platform At Breaking Point

A Platform At Breaking Point

A Platform At Breaking Point

I was brought in as the sole designer to diagnose the problem and redesign the experience from the ground up, while contributing to the product strategy that would shape what we built and in what order.

I was brought in as the sole designer to diagnose the problem and redesign the experience from the ground up, while contributing to the product strategy that would shape what we built and in what order.

Project Duration

5 Months

Contributors

1 PO · 2 PMs · Lead Engineer · Data Science Lead · 5+Devs

Users were spending hours on work that should take minutes

Users were spending hours on work that should take minutes

Poor UX and missing functionality had turned a professional workflow tool into a source ofdaily frustration. I validated twelve distinct pain points through user interviews, session observation, and click tracking, here are the most critical:

Poor UX and missing functionality had turned a professional workflow tool into a source ofdaily frustration. I validated twelve distinct pain points through user interviews, session observation, and click tracking, here are the most critical:

Rebates in the wrong section

Client rebates were grouped with budget fields, misrepresenting their timing and causing margin calculation errors downstream

Rebates in the wrong section

Client rebates were grouped with budget fields, misrepresenting their timing and causing margin calculation errors downstream

Rebates in the wrong section

Client rebates were grouped with budget fields, misrepresenting their timing and causing margin calculation errors downstream

No copy-paste functionality

Every field required manual re-entry. Users were toggling between spreadsheets and the platform continuously throughout setup

No copy-paste functionality

Every field required manual re-entry. Users were toggling between spreadsheets and the platform continuously throughout setup

No copy-paste functionality

Every field required manual re-entry. Users were toggling between spreadsheets and the platform continuously throughout setup

Locations added one by one

Every field required manual re-entry. Users were toggling between spreadsheets and the platform continuously throughout setup

Locations added one by one

Every field required manual re-entry. Users were toggling between spreadsheets and the platform continuously throughout setup

Locations added one by one

Every field required manual re-entry. Users were toggling between spreadsheets and the platform continuously throughout setup

No duplicate line item function

Users had to create identical configurations from scratch for each creative which had same targeting, budget, pacing, tracking tags, impression links, etc.

No duplicate line item function

Users had to create identical configurations from scratch for each creative which had same targeting, budget, pacing, tracking tags, impression links, etc.

No duplicate line item function

Users had to create identical configurations from scratch for each creative which had same targeting, budget, pacing, tracking tags, impression links, etc.

Fields for every ad format

Headline and CTA were mandatory across all formats. Campaigns went live with filler text like "N/A" as the actual ad copy for non-mandatory input fields

Fields for every ad format

Headline and CTA were mandatory across all formats. Campaigns went live with filler text like "N/A" as the actual ad copy for non-mandatory input fields

Fields for every ad format

Headline and CTA were mandatory across all formats. Campaigns went live with filler text like "N/A" as the actual ad copy for non-mandatory input fields

Formats required double entry

15s creatives with skip/non-skip variants had to be entered twice. There was no way to configure once and apply both

Formats required double entry

15s creatives with skip/non-skip variants had to be entered twice. There was no way to configure once and apply both

Measuring the friction before designing anything

Measuring the friction before designing anything

I ran a case analysis on real campaigns. I tracked click counts, timed task completion, and mapped every repetitive action across a range of campaign types, from simple to complex

I ran a case analysis on real campaigns. I tracked click counts, timed task completion, and mapped every repetitive action across a range of campaign types, from simple to complex

Collecting user insights to pinpoint areas of friction

An image of Dreelio's in app customization feature

An image of Dreelio's in app customization feature

Tracking click volume and view duration across all creative assets

Launched a wide-scale quantitative survey across our global user base to gather exhaustive data on user challenges

An image of Dreelio's in app customization feature

Key Findings

A campaign with 1 date, 22 budget groups, and 22 creatives took approximately 1 hour 25 minutes to set up and that became the benchmark I designed against

Geo targeting alone accounted for a disproportionate share of total setup time on multi-region campaigns entered one location at a time, with no shortcut in sight

Geo targeting alone accounted for a disproportionate share of total setup time on multi-region campaigns entered one location at a time, with no shortcut in sight

Systemic failures beneath the surface

Systemic failures beneath the surface

After validating user pain points, I ran a structured UX audit to find the root causes, not just the symptoms. Six categories of systemic failure emerged

After validating user pain points, I ran a structured UX audit to find the root causes, not just the symptoms. Six categories of systemic failure emerged

To address these systemic issues, the design direction needs to pivot from reactive UI fixes to a cohesive, systems-thinking approach

To address these systemic issues, the design direction needs to pivot from reactive UI fixes to a cohesive, systems-thinking approach

How Might We…

How Might We…

How Might We…

improve the ACM platform so users can manage campaigns more efficiently, reduce dependence on support, and scale campaign tracking as global usage grows, without sacrificing the structural complexity that enterprise campaigns require?

Mapping out viable solution paths

Mapping out viable solution paths

Through extensive research and cross-functional ideation with product, engineering, and stakeholders, several core solutions were considered so I leveraged AI tools to rapidly prototype these concepts, validating them against actual campaign data to secure early feedback

Through extensive research and cross-functional ideation with product, engineering, and stakeholders, several core solutions were considered so I leveraged AI tools to rapidly prototype these concepts, validating them against actual campaign data to secure early feedback

✅
Include grouped and individual bonus functionality
❌
Adding it to the table makes it overly complicated
✅
Duplicate and copy functionality added in the budget creation
❌
Dates can’t be separated from the basic campaign details
✅
Requirement of campaign dates to reflect in the budget table for better handling
✅
Adding expand functionality for easily viewing the creatives list
❌
Lacks copy/duplicate of creatives
❌
Geography works as an individual feature for each creative
✅
Overall fields defined for each budget group for a clear direction
✅
Copy functionality added
❌
Placement/layout still needed work
✅
Geography works for each creative now with copy/pasting

The Final Execution

The Final Execution

Simplified campaign setup with auto-fill and progress tracking

Micro Sections

Pre-Fill Options

Progress Tags

Solution

Customizable campaign table with smart fields and budget overview

Columns Handling

Avoiding Repetitive Info

Clear Budget Summary

Solution

Unified targeting setup with progress tracking and real-time sync

Simplified Targeting

Syncing Contextual Sheet

Additional Targeting

Solution

Data-informed creative grouping

Bulk Editing Creatives

Easy Geo Application

Budget/Creatives Grouping

Results & Impact

Results & Impact

Through extensive research and cross-functional ideation with product, engineering, and stakeholders, several core solutions were considered so I leveraged AI tools to rapidly prototype these concepts, validating them against actual campaign data to secure early feedback

Through extensive research and cross-functional ideation with product, engineering, and stakeholders, several core solutions were considered so I leveraged AI tools to rapidly prototype these concepts, validating them against actual campaign data to secure early feedback

70% reduction in campaign setup and management effort

70% reduction in campaign setup and management effort

70% reduction in campaign setup and management effort

90% drop in review and campaign reporting related support tickets

90% drop in review and campaign reporting related support tickets

90% drop in review and campaign reporting related support tickets

CS teams onboard brands without product team dependency

CS teams onboard brands without product team dependency

CS teams onboard brands without product team dependency

“The bulk upload feature alone has saved our team countless hours. What used to take an afternoon now takes 10 minutes.”

“The bulk upload feature alone has saved our team countless hours. What used to take an afternoon now takes 10 minutes.”

“The bulk upload feature alone has saved our team countless hours. What used to take an afternoon now takes 10 minutes.”

Key Learnings

A major takeaway is the importance of validating technical feasibility earlier in the design process to prevent rework. Engaging the engineering team sooner to align on backend constraints, specifically around large CSV parsing limitations would have guided our early design decisions more effectively. Moving forward, incorporating rigorous stress-testing for extreme, multi-market edge cases during the prototyping phase will ensure that proposed solutions are both robust and technically viable before development begins

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