Frameplay LLC
B2B Advertising Platform
About the Platform
Frameplay's platform delivers intrinsic ads directly inside gameplay — connecting brands and agencies with game developers without interrupting the game. I was brought on to lead and individually execute design across all company initiatives as we built a new B2B platform for targeted in-game advertising. That meant developing our first in-house design system — one that carried through everything from strategy and brand identity to product development — and giving the teams the tools and methods to put it into practice across the organization.
Design and Technical Debt
I was brought on to lead and individually execute design across all company initiatives as Frameplay were building a new product team in San Francisco with engineering team out of Australia. I helped establish the first in-house design system and component libraries that let developers build new features quickly without sacrificing design quality and choosing the right tools to improve the way our entire team works together with design.
Log In Screen
Super Admin User Management
Platform Key Capabilities
In collaboration with engineering, I built the tools and guidelines Super Admins needed for their daily work: User Management and Organizations, the core entities most other actions were scoped to. Permissions used role-based access control, so each admin could only see and touch what their role allowed. Reporting turned raw platform activity into something admins could actually read and act on. Search tied it together — the capability causing the most daily friction, rebuilt around simpler filtering and a clearer layout once that became clear through direct testing with Super Admins.
Super Admin Create New User
Super Admin Manage Organizations
Navigation and Data Visualization
The work ran across three environments at once — legacy, new build, and a sandbox for testing — supporting simultaneous feature deployment, integration and regression testing, and uninterrupted live operations throughout the transition. A key challenge was legibility and orientation: structured layouts provided the basic building blocks for crafting user experiences, but users still struggled to locate organized data quickly. Usability testing and performance profiling led to reworked data presentation, optimized front-end rendering and load times, and refined filtering algorithms and category hierarchies.
