Adfidence

Starting on the business side taught me to design from the problem outward: what people need to know, what they should do next, and how to get them there with less noise.

Media governance is a crowded, conservative category: dense tables, slow tools, interfaces that all look alike. Adfidence wanted a product that feels as precise and as calm as the data it holds.

I design the whole platform, from sign-in and admin tools to the views where people make sense of complex information. I led its complete redesign and built a new design system from the ground up, and the product keeps changing: I keep bringing new UX patterns to a category that rarely sees them.

A product that stands apart from slower, more conventional competitors, and that clients go out of their way to praise.

Years on the business side taught me to understand clients, large amounts of data and how to lead people to the information that matters most. It makes me a broader designer, not a narrower one.

Rolling out a new look and a new design system across the whole platform, and hearing clients notice the difference.