01 — Enterprise · SaaS · AI
XLEY.AI Brand Campaign Dashboard
End-to-end enterprise campaign management, rebuilt around how people actually work.
The Problem
First-time products are built by people figuring things out as they go. Features get added. Flows get extended. The product grows, but the experience does not always grow with it.
When I joined XLEY.AI, the brand dashboard had features. Campaign creation, creator search, reporting, invoicing. The parts existed. What was missing was a coherent experience connecting them.
No journey maps. No documentation. No design system. A product team moving fast and a design foundation that had not yet caught up.
My job was to build that foundation and redesign the experience around it.
My Role
Lead Product Designer and sole designer on the product. Owned the full design lifecycle — from problem framing and journey mapping to high-fidelity execution and developer handoff. Built the design system from scratch while the product continued shipping.
Constraints & Context
Stakeholder Velocity
The product team operated in constant feature-addition mode. Protecting the user experience from well-intentioned scope creep was as much the job as designing new features.
Data Gaps
Creator costing data only existed for Instagram. This directly limited what the AI builder could responsibly offer without misleading users.
No Prior Foundation
No design system, no journey maps, no documentation. Everything built from scratch on a live product.
Ongoing Engagement
No defined end date. Continuous design leadership on a product that never stops shipping.
Research & Discovery
The campaign creation flow was the most critical part of the dashboard and the most in need of a rethink.
The original flow moved users across four separate pages: campaign type selection, visibility selection, campaign details, additional details. No back buttons. No flexibility if a user changed their mind mid-flow. Starting over meant starting from page one.
For a tool that brands use repeatedly to launch campaigns, that level of friction was a real cost.
User flow mapping — campaign creation journey documented across all four original pages before the redesign.
Key Decisions
Prove it before presenting it. When I redesigned the campaign creation flow, I did not present wireframes and ask for approval. I built a working MVP in Replit in real time to demonstrate the new structure was better. Stakeholders could interact with it. The redesign was approved.
Collapse the flow into a single intelligent page. Campaign type and visibility sit at the top as dynamic selectors. Change your mind at any point, no friction, no starting over. The form below adapts in real time to the campaign type selected.
Add campaign types that reflect how the market works. Three new types designed: CPM, Music, and Affiliate. Each has its own configuration logic, surfaced only when that type is selected.
Redesigned campaign creation — single page flow with dynamic campaign type selector at the top. Change type at any point without losing progress.
Solution
Music campaign type — unique configuration fields surfaced only when this campaign type is selected. Each type has its own logic, not a generic form.
AI Campaign Builder — three creator bundle options generated from brand inputs: budget, reach, location, follower range. Locked to Instagram until data infrastructure supports other platforms.
15 to 20 campaigns executed on the redesigned flow in the first period after launch.
Feedback from brands and internal teams: simpler, cleaner, better visual experience.
A product without a design foundation now has documented flows, a coherent information architecture, and a campaign creation experience any brand user can navigate without training.
What I'd Do Differently
I would have established a design system and component library before touching individual flows. Designing features on a product with no prior design foundation means making system-level decisions inside feature-level work. That inconsistency compounds over time.
I would also have pushed earlier for a structured way to evaluate feature requests against user needs. The framework for that is a design leadership responsibility, not just a product management one.