Frameplay
B2B Platform
Intrinsic advertising solutions that deliver measurable results for brands and drive deeper user engagement.
Establishing a design system mindset
We set out to design a platform that serves as a single source of truth, empowering B2B users—developers, admins, and advertisers—with customizable tools for ad management and essential business processes like User Management, Reporting, and Data Analytics.
To support Frameplay’s ambitious future, I collaborated closely with the leadership team to develop a unified strategy, brand identity, design system, and technical framework that positioned Frameplay as a unique tech company with a precision-driven approach to solving diverse challenges.
My vision was to create a seamless user experience where tasks could be completed without navigating away from the main interface. By applying atomic design principles, I helped align the team on efficient processes for designing and launching new products and features: per example, a pane/main menu approach kept actions within the same screen, alongside list and grid layouts for better content search and filtering.
Log In Screen
Super Admin User Management
Platform core capabilities
I collaborated closely with both front-end and back-end engineering teams to design and implement logical frameworks for core platform capabilities—User Management, Reporting, Search, and Permissions. Our goal was to deeply understand the needs and workflows of our primary users—Super Admins—through user interviews, journey mapping, iterative testing, and solution validation. From this, we developed intuitive tools that supported users in completing tasks efficiently and with confidence.
Search quickly emerged as the most relied-upon feature, with users expecting fast, accurate, and seamless results. Given its importance, we focused on refining the experience for speed and simplicity, while also improving filtering options to help users quickly surface relevant information.
By aligning technical implementation with real user needs, we ensured the platform’s core capabilities not only performed reliably but also elevated the day-to-day experience for our most active users.
Super Admin Create New User
Super Admin Manage Organizations
Find what's not working
To identify and resolve gaps in the platform experience, our front-end team and I worked across three environments: Version 0.1 (legacy), Version 0.2 (new development), and Sandbox (testing). Aligning our efforts around Version 0.2 allowed us to introduce new features without disrupting the legacy system, while the Sandbox gave us space to validate improvements before pushing them live. This approach encouraged tight collaboration between design, engineering, and QA, enabling faster feedback loops and a more iterative mindset.
One of the persistent challenges we uncovered was in how data was displayed and understood. While lists and grids provided users with ways to navigate content by theme or chronology, usability testing revealed that structure alone wasn’t enough—users needed content to be immediately accessible and actionable. To address this, we ran extensive testing to refine how data was organized, improve loading performance, and strengthen categorization and filtering systems. Each insight pushed us closer to a platform that not only worked, but worked better for the people using it.
