Frameplay LLC
B2B Platform
Intrinsic Advertising Solutions Designed to Scale and Engage
Establishing a unified design foundation.
We set out to build a centralized platform that serves as a single source of truth, offering customizable tools for Ad Management, Reporting, User Permissions, and data insights.
Collaborating closely with Frameplay’s leadership, I shaped the visual identity, technical direction, and foundational design system that positioned the platform as a specialized solution in the gaming space. The focus was on aligning product, brand, and engineering through shared systems and design standards.
I introduced a layout structure based on atomic design principles, where a pane-based menu system enabled users to take action without leaving the current view. Combined with list and grid layouts, this approach supported better content discovery, faster filtering, and more intuitive workflows.
Log In Screen
Super Admin User Management
Building key platform capabilities.
Together with front-end and back-end teams, I designed and implemented core features such as User Management, Reporting, Permissions, and Search.
To ensure these tools supported real needs, we conducted user interviews, defined primary use cases, and tested early versions with Super Admins—our main user group. This process uncovered challenges and guided improvements.
Search quickly became a focal point. Users expected accurate and responsive results. We refined the logic, improved filtering, and adjusted the interface to surface information more effectively—supporting faster, more confident decisions.
Super Admin Create New User
Super Admin Manage Organizations
Improving navigation and data visualization.
Our work spanned three environments: the legacy version (v0.1), the new development build (v0.2), and a sandbox for testing and experimentation. This setup allowed us to introduce features in parallel, validate them in context, and avoid disruption to live systems.
One ongoing issue was content legibility and orientation. While structured layouts helped categorize data, users often struggled to identify what was most relevant.
Through targeted usability testing, we reorganized how data was presented, improved load performance, and refined how filters and categories functioned. These changes supported clearer navigation, more meaningful engagement, and faster task completion—directly improving the way users interacted with the platform.
