Platform Uplift
Led comprehensive enterprise UX/UI transformation with scalable design system.
ENTERPRISE
UPLIFT
As Head of Product Design, I led the transformation of Nexxen's DSP platform serving advertisers and ops users, establishing scalable Figma design system with design tokens across 200+ enterprise screens.
THE CHALLENGE
Legacy enterprise app had inconsistent patterns, visual clutter, and fragmented workflows across 200+ screens for advertisers/ad ops users. Needed unified foundation for scale.
THE DESIGN SYSTEM
Built Figma-based system with:
- Design tokens (colors, spacing, typography, theme modes)
- Component library (200+ elements)
- Advanced patterns (tables, filters, modals, flyouts)
PROCESS & LEADERSHIP
Led workshops with PM/Eng/Execs. Defined token implementation strategy for dev handoff.
laid the base for future related data platform that will echo the new established design system.
KEY OUTCOMES
- ✅ 200+ screens unified
- ✅ 40% faster design-to-dev
- ✅ NPS +25 points
NexAI
nexAI is Nexxen’s AI-powered DSP Assistant, designed to help media buyers work more efficiently across the campaign lifecycle—from planning and pre-launch quality assurance through troubleshooting, in-flight optimization, and post-campaign analysis. Built on Nexxen’s deterministic, high-fidelity data and connected to live campaign signals and product knowledge, it turns complex performance questions into actionable insights, recommendations, and clear next steps. Crucially, it is designed to enhance trader judgment rather than replace it: users retain transparency into recommendations and can choose whether to apply changes themselves or approve the assistant to execute them.
I led the end-to-end product design for the nexAI DSP Assistant during its closed beta phase, defining the interaction model, user flows, research approach, prototypes, and interface patterns. My work covered open-ended questions, suggested prompts, visible progress states, expandable explanations, recommendations, and user-approved AI actions—making the assistant useful in real campaign workflows while preserving clarity, trust, and control. Although the product reached general availability after my time at Nexxen, I led the foundational design work that helped shape its beta experience and path to launch.
Check out minute 0:40
