Lead UX Designer
I designed innovative solutions and design systems for Rocket Fuel’s AI-powered ad bidding platforms.
Results
Innovating Ad Platforms: Designed interactions, mockups, and prototype for 3 unique Rocket Fuel ad platforms
Design Systems: Created first design system and produced documentation to expedite engineering efforts
Advancing UX Maturity: Launched user research program and internally recruited Rocket Fuel’s first user researcher
Company Overview
Rocket Fuel was a programmatic media-buying platform developing artificial intelligence to improve marketing ROI in digital media.
They needed to streamline their existing products while innovating new versions of their platform.
Orion
New platform
Fuel
Existing platform
Apollo
Previous platform
Methodologies
UX Strategy
Design system creation
UX and UI documentation
Information Architecture
Site maps, wireframes, & wire flows
Remote moderated research
Customer feedback
Concept validation
User acceptance testing
Solution sketching
High-fidelity mockups
Icon creation
Print design and production
Agile development
HTML and CSS definitions
Contributions
Executed short and long-term UX strategies
Created design standards for Engineering
Created guideline documentation for Product and Engineering
Produced pattern libraries for UX and Dev teams
Produced user interface elements
Conducted user research in all phases of development
Created sketches, wire frames, and high-fidelity mockups
Software
Sketch
Adobe Photoshop
Adobe Illustrator
Balsamiq
Atlassian Jira
Atlassian Confluence
Orion
Project Overview
Orion was the 4th version of the Rocket Fuel system. Building on the successes from the previous 3 systems we created a system with a modern look, improved interactions, and streamlined workflows. It also accounted for DSP product features incorporated from Rocket Fuel’s acquisition of X+1.
Orion Gallery
Fuel
Project Overview
Fuel was the 3rd version of the Rocket Fuel platform. This system represents significant improvements from the two previous systems named “Admin” and “Apollo”. Much of the feature development happened in Fuel, while the future design system, “Orion” was being developed.
Fuel Gallery
Apollo
Project Overview
Apollo was the 2nd version of the Rocket Fuel system. This system had the most functionality of any of the systems, but had a clunky interface and interactions. While feature development on Apollo had stopped, elements of Apollo were ported into Fuel, and then revised to align with the Fuel design system.
