Rocket Fuel
Ad Tech
B2B
AI
Design Systems
1→2
Design Operations
Optimization
Platform
Internal Tools
Lead User Experience Designer & Researcher
3
platform generations redesigned, Apollo, Fuel, and Orion
4 years
of login screens evolved into one unified launchpad
Rocket Fuel, a programmatic media-buying platform building artificial intelligence to improve marketing ROI in digital media. Acquired by Sizmek in 2017, then by Amazon in 2019.
1st
design system built at Rocket Fuel, adopted across engineeringregistration redesign
Overview
I worked across three successive versions of Rocket Fuel's ad platform, Apollo, Fuel, and Orion, plus a four-year evolution of the login experience that eventually merged with X+1's after the acquisition. Along the way I built the company's first design system and started its first user research program.
Orion
Platform version 4
0→1
Platform
Unified registration, hotel booking, session scheduling, and an event social network into one product across web, iOS, and Android.
Designed the desktop experience: home, session builder, session details, and the Chatter-based social feed.
Designed the companion mobile app: home, navigation, and agenda screens for iOS and Android.
Campaign list
Asset management
Campaign management
Audience builder
Fuel
Platform version 3
1→2
Optimization
Built out major feature work while the Orion design system was still being constructed, redesigning ad cards and their detail views along the way.
Wrote design standards and documentation and built the pattern library as new features shipped.
Redesigned Ad Cards from initial wireframes through the shipped mockups.
Ad Cards: Before
Campaign: Details
Ad Cards: After
Campaign: Line Item Details
Apollo
Platform version 2
The most feature-rich version at the time, but interactions had grown inconsistent and the interface clunky. Development stopped here, with features migrating into Fuel for a redesign.
Documented existing patterns and UI elements ahead of the migration into Fuel.
Ran research and built wireframes and mockups for the Custom Query Reports tool.
Campaign: Analyze Reports
Campaign: Line Item Details
Login Evolution
4 years of login redesigns
Evolved Rocket Fuel's login screen over four years, from the platform's original login through a redesigned version, and finally into a unified launchpad combining Rocket Fuel's and X+1's logins after the acquisition.
Redesigned the original Rocket Fuel login screen for clarity and consistency.
Combined Rocket Fuel's and X+1's separate logins into one shared launchpad post-acquisition.
Apollo Login
Fuel Login
Octane Login