Designing a Scalable
Creative
Authoring Experience
Building a component based platform that enables teams to create digital advertisements from scratch.
Building a component based platform that enables teams to create digital advertisements from scratch.
Due to confidentiality agreements, I’m unable to share final UI designs, internal workflows, or client-specific details from my work at Airtory. This section focuses on the UX thinking, system-design decisions, and overall impact of the work.
Role: Product Designer (End-to-end)
Scope: Product Strategy · Information Architecture · UX Design · Interaction Design · Design System · Prototyping
AdCTV is a creative authoring platform that enables teams to build digital advertisements from scratch using modular components.
As the product designer, I designed the experience from the ground up creating an editor that balances creative freedom with usability across increasingly complex ad creation workflows.
Creative tools often become powerful at the cost of usability.
Users needed flexibility to create ads from scratch using components, but too many controls, settings, and editing decisions could quickly become overwhelming.
The challenge became:
How might we design a flexible ad creation system that feels powerful for advanced users while remaining approachable and efficient?
Through understanding creation workflows and editor behavior, three patterns emerged:
Three patterns became clear:
People wanted to build creatives not manage layers and configurations.
Exposing everything at once slowed creation.
Users worked faster when controls appeared based on what they selected.
Instead of reducing capability, the focus was on creating a system that supports creative freedom while keeping the editor understandable.
Users build experiences from reusable components instead of starting from static templates.
Properties, controls, and settings update dynamically based on the selected element to reduce visual noise.
Common actions remain accessible while advanced controls stay available without interrupting the creation flow.
Users can refine, review, and adjust creatives throughout the process rather than waiting until export.
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The final experience transformed ad creation into a more scalable and flexible workflow helping users move from idea to production without sacrificing creative control.
The result was:
