Role: UX Strategy Lead
Aniview – B2B AdTech Platform Transformation​​
Executive Summary:
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Led the UX transformation of a mature B2B AdTech platform, evolving it from a technically powerful but fragmented system into a structured, scalable product experience aligned with business growth.
The initiative focused on reducing operational friction, increasing clarity in high-density data environments, and establishing a long-term UX foundation to support product expansion.
Strategic Challenge:
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Aniview’s platform had grown feature-by-feature, driven primarily by technical capability and client requests.
As complexity increased:
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Information architecture became inconsistent
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Reporting workflows slowed enterprise operations
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Data density created cognitive overload
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Feature discoverability declined
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Addressing the issues
The risk was not missing features — it was reduced usability at scale.
The strategic question:
How do we preserve platform power while restoring clarity, speed, and confidence?
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​Strategic Approach:
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1. Experience Vision Alignment
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Partnered with Product and Engineering leadership to define UX principles that balanced:
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Feature richness
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Operational efficiency
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Scalable architecture
Shifting to “designing coherent systems.”
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2. Structural Re-Architecture
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Redefined content hierarchy and entity relationships to create:
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Predictable navigation models
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Clear prioritization of high-impact data
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Reduced cognitive load in dashboards and lists
Moved from feature-centric structure to task-centric flows.
Navigation & Filtering
Navigation
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​​Minimized
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Expanded upon interaction
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Expanded Fix
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Filtering content
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​​Minimized ( icon)
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Expanded on edit mode
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Minimize with alert " filter on"
3. Design System as a Product Asset
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Built a unified Figma-based design system to:
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Standardize interaction logic
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Improve cross-team velocity
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Reduce UI inconsistency
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Enable scalable feature expansion
Design System
New Main Pages Layout
​4. Reporting System Reinvented
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Led cross-functional planning for a re-architected reporting experience:
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Simplified configuration logic
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Improved filtering and data selection
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Reduced time-to-insight for enterprise users
Positioned reporting as a core strategic capability, not a utility feature.​
New Report
5. Redesign Aniview Player
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Organizational Impact:
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Elevated UX to a strategic layer within product decision-making
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Improved cross-functional alignment around experience principles
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Increased platform scalability and internal development efficiency
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Reduced operational friction for enterprise clients
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Leadership Lens:
This project was not a UI redesign.
It was a structural product intervention — aligning usability, scalability, and business growth in a complex B2B ecosystem.