• Problem: Manual, opaque, support-dependent campaign setup slowed launches and created inconsistency

  • Stakes: Delays, errors, no centralized visibility, mixed user skill levels

  • My role: Led UX from discovery to prototypes to usability testing in Figma; defined dashboard, wizard, and ops controls

  • Outcome: Drastically reduced manual support, accelerated launches, real-time transparency; validated by testing.

The UX Challenge

Build an intuitive, role-inclusive tool that handles complex configurations and compliance, usable by both non-technical producers and deeply technical developers.

What was broken

  • Heavy manual processes = delays and inconsistency

  • Setup depended on EADP support; studios lacked autonomy

  • No centralized visibility into status / health

Who I designed for

  • Producers & Brand Marketers: need clear steps and high-level status

  • Developers & Live Ops: need detailed config, environment controls, and testing

Early working concept of the user flow needed for the tool.

My role & scope

Lead UX from discovery to prototypes to usability testing in Figma. Defined the information architecture, dashboard, step-by-step creation flow, and operational controls.

 

Solution at a glance

1) Centralized Campaign Dashboard

  • All campaigns (past/present/future) with real-time INT/LT/PROD status and filters by partner, type, or status, so anyone can see what’s live and what’s next

2) Step-by-Step Creation Wizard

  • Guided setup that adapts to user expertise; supports partner product bundling and direct entitlement via IDP, with partner selection/onboarding integrated

3) Operational Controls

  • Pause, resume, extend, or end campaigns across environments, with confirmations to prevent errors

4) Built-in Metrics

  • Studios can see reach, rewards delivered, and value derived… closing the loop from setup to impact

Campaign manager example from Hubspot

Research & iteration

  • Stakeholder interviews across producers, devs, live-ops, and brand marketers exposed confusion over steps, “is this complete?” anxiety, and the need for real-time visibility

  • Competitive scan highlighted gaps in customization, role-specific views, and status feedback

  • Figma prototyping + usability testing drove changes to status signals, navigation, and confirmations.

Key design decisions (and why)

  • Surface environments prominently (INT/LT/PROD) so non-technical partners can read deployment state at a glance

  • Wizard over free-form forms to match mixed expertise and reduce configuration errors.

  • Guardrails in ops controls (visual confirmations) to prevent high-impact mistakes

  • Inline metrics so success is visible without a separate detour to business intelligence

Outcomes & impact

  • Studios self-serve campaign setup = far less manual EADP support needed

  • Faster launches thanks to guided setup and clearer readiness signals

  • Real-time transparency and validation feedback reduced uncertainty across roles

  • Scalable foundation for EA’s evolving campaign operations

  • Usability testing showed higher confidence and simplicity

 

Reflection

I translated a high-friction, support-dependent process into an intuitive, scalable platform that fits both non-technical and technical users, shifting control to studios and giving leadership the visibility they lack

Next steps

Instrument and monitor qualitative / quantitative signals; evolve role-specific views and expand guardrails as new campaign types and partners come online.