Frameplay LLC
B2B Platform
Intrinsic Advertising Solutions Designed to Scale and Engage
Design & Technical Debt.
We set out to design a centralized platform that simplifies complexity and scales with growth—a single source of truth for managing ads, permissions, reporting, and data insights. Working closely with engineering and leadership, I helped shape the platform’s technical direction and developed a foundational design system that brings cohesion across product, brand, and development. Built on atomic design principles, the system introduced a modular layout structure and a pane-based navigation model, allowing users to take action without breaking context. List and grid views were thoughtfully integrated to support faster filtering, improve content visibility, and create more efficient, task-driven workflows. Every element of the interface was designed to reduce friction, promote consistency, and equip teams with the clarity and speed needed to focus on solving meaningful problems.
Log In Screen
Super Admin User Management
Platform key capabilities.
I partnered with front-end and back-end teams to design and implement a core set of platform features, including User Management, Reporting, Permissions, and Search. Grounded in real-world usage, the process involved conducting user interviews and validation sessions with Super Admins—the platform’s primary operators—to uncover key workflows and early usability challenges. These insights shaped both functionality and interface decisions. Search quickly became a focal point. To meet user expectations for speed and accuracy, we refined filtering logic, simplified interaction patterns, and restructured the layout to surface information more effectively—helping users navigate with confidence and act quickly on critical data. These improvements contributed to stronger platform adoption and more efficient daily operations across user teams.
Super Admin Create New User
Super Admin Manage Organizations
Navigation & Data Visualization.
Our efforts involved managing three parallel environments—the legacy system (v0.1), the new development build (v0.2), and a dedicated sandbox for testing and experimentation. This setup enabled simultaneous feature deployment, thorough integration and regression testing, and uninterrupted live operations. A key challenge was improving content legibility and orientation—although structured layouts helped organize data, users often struggled to quickly identify the most relevant information. Through targeted usability testing and performance profiling, we redesigned data presentation, optimized front-end rendering and load times, and refined filtering algorithms and category hierarchies. Additionally, we structured the design-engineering handoff workflow and tooling to promote collaboration, ensuring consistency and efficiency throughout development. These technical and design improvements resulted in clearer navigation, increased user engagement, and accelerated task completion, significantly improving the overall platform experience.
