📌 Project: Healthcare DSP Platform Enhancement
👤 Role: Sr. Lead Product Designer · B2C SME
🏢 Company: DeepIntent (Healthcare-focused programmatic advertising)
📆 Timeline: Nov 2022 – Apr 2023
⚡ Focus: Healthcare AdTech · DSP Platforms · Programmatic Campaigns
🛠 Services: UI · UX · B2C Strategy · Design System Enhancements
🎯 Impact: Elevated the DeepIntent demand-side platform (DSP) by redesigning B2C workflows to improve campaign planning, audience metrics, and budget management. Translated complex compliance and health data logic into accessible tools for non-technical users. Partnered closely with product and engineering teams in Agile sprints to deliver polished, scalable UI that expanded adoption across healthcare advertisers.
DeepIntent helps healthcare organizations purchase and manage targeted digital ads, but clients found it difficult to navigate variable ad packages within the existing UI. Demand Side Platforms (DSPs) are typically feature-heavy and optimized for expert media buyers, making them intimidating and confusing for healthcare clients outside that standard audience.
As a result, it was challenging to sort and compare ad units, understand categories, visualize costs, and manage durations while staying within budget. A refined interface was required to simplify ad package selection, improve navigation, and ultimately drive healthcare ad sales.
🌀 Complex Ad Buying Process — Too many steps and confusing workflows slowed down campaign setup and purchase.
💸 Budget Constraints — Clients needed a way to visualize costs and durations in real time to stay within strict budgets.
📊 Sorting & Filtering — Lack of clear navigation made it difficult to browse and compare ad packages by category, channel, or performance type.
🎨 Clarity in Visual Design — Existing layouts felt dense; the UI needed to feel modern, refined, and scalable to support ad sales growth.
DeepIntent specializes in healthcare ad sales, but many clients found the existing ad-buying process overly complex and difficult to navigate. Purchasing targeted ads required managing variables like channels, categories, costs, and durations—often without clear guidance or visibility into budget impact.
To address this, I designed a prototype UI that simplified ad package selection through visual layouts, intuitive sorting, and real-time budget feedback. The goal was to make it easier for clients to compare options, stay within constraints, and feel confident in their ad purchases.
I started with wireframes to capture requirements, define interactions, and establish a clear left-nav + content pattern inspired by e-commerce platforms. From there, I iterated into high-fidelity mockups, refining layouts through feedback, testing, and cross-functional input.
Navigation & Sorting → Designed a left-side filtering system with real-time content updates on the right.
Action Clarity → Introduced primary and secondary CTA buttons in distinct colors to guide users effectively.
Layout Exploration → A/B tested tile-based vs. horizontal bar layouts, identifying tiles as more scalable and engaging.
Color Testing → Compared bold color treatments vs. minimalist designs, ultimately balancing visual clarity with brand requirements.
Prototyping & Refinement → Iterated continuously to reduce clicks, simplify flows, and scale across multiple ad offerings.
By applying Occam’s razor principles, I simplified complexity down to an interface that felt approachable, intuitive, and precise.
Targeted Deals UI
Mock UI Color Test
Mock UI Color Test 2
Deals and Packages - Targeted Deals Collapsed State
Premium Inventory - Ad Unit Horizontal Test
Mid Fi UI Packages White View
Premium Inventory - Ad Unit Horizontal Test
I used extensive prototyping to streamline workflows, reduce clicks, and refine the overall user experience. The snippet below highlights features tied to different ad offers, showcasing how the design improved connectivity, flow, and storytelling across the interface.
The redesigned ad-buying interface enabled healthcare clients to select, sort, and purchase ad units more efficiently, with clear cost visibility and intuitive navigation. By reducing steps and clarifying layouts, DeepIntent’s clients could complete campaigns faster and with more confidence.
⚡ Streamlined Ad Buying — Reduced friction and simplified workflows for faster campaign setup.
💵 Budget Confidence — Added real-time cost + duration visibility to help clients stay on budget.
🧩 Scalable Layouts — Designed modular UI patterns that worked across ad categories and formats.
🎨 Modernized Visual System — Balanced clarity, color, and engagement for a professional healthcare audience.