Redesigning Pattern's Ad Platform for Trust, Control, and Scale
From scattered campaigns to a unified, intelligent ad experience-this was a redesign with strategy baked in.
Product Group View
Performance Dashboard
Alerts System
THE OPPORTUNITY
Reimagining how ad strategists manage performance at scale
As Pattern's advertising business expanded across thousands of SKUs, campaigns, and marketplaces, our original Destiny platform couldn't keep up. Teams relied on scattered tools, manual workarounds, and outdated mental models to manage their budgets and strategies.
We saw an opportunity to build a new system-one that offered clarity, control, and guided action.
MY ROLE
Lead Product Designer – Destiny 2.0
- •UX strategy, systems thinking, and full redesign
- •Partnered with PM, Engineering, Data Science, and Ad Strategy teams
- •Drove cross-functional alignment across business, design, and dev
WHAT WE BUILT
A redesigned platform grounded in strategy, not just surfaces
We didn't just clean up the UI-we rebuilt Destiny around how strategists think and work. Every screen was re-architected to reduce friction, surface insights, and support scale.
One of the most important decisions strategists make is how to allocate budget. Destiny makes that process visual, flexible, and traceable.
PRODUCT GROUP PAGE
Designing for scale and control
- •Introduced smart grouping logic to cluster products by performance and strategy
- •Allowed bulk updates to campaigns and budgets from one central view
- •Designed a CSV import experience that cut manual work by 80%
- •Enabled inline alerts and bulk edits to resolve issues without context switching
Step 1: Download Template
Step 2: Upload Summary
Step 3: Success
We introduced a CSV import system that made campaign setup faster, safer, and smarter.
"It used to take 5 tabs to find this info. Now I can fix it in one click."
PERFORMANCE PAGE
Giving strategists a single source of truth
- •Created a unified dashboard that shows ROAS, pacing, and alerts in one glance
- •Added drill-downs to trace performance issues back to the source
- •Designed KPI callouts to flag what's helping vs. hurting results
ALERTS SYSTEM
Proactive, contextual alerts that lead to action
- •Net-new feature introduced in Destiny 2.0
- •Alerts are ranked and shown directly within workflow screens
- •Every alert includes a direct link to resolution, not just a warning
IMPACT & RESULTS
fewer clicks to complete common actions
improvement in budget pacing accuracy
increase in strategist satisfaction score
faster campaign setup time
STRATEGIC TAKEAWAYS
Designed for scale, not just MVP
Every component was built to evolve
Grounded in real strategist workflows
Insights came from weekly discovery
Enabled trust through transparency
Users now see what's working, what's not, and what to do about it
"Destiny 2.0 gave us structure and flexibility. We finally feel ahead of the curve."
FINAL THOUGHTS
This wasn't just a redesign-it was a product reinvention. I helped connect user needs, business strategy, and system constraints into a platform that scales with Pattern's future.
