Rocket Fuel

Lead User Experience Designer & Researcher

Ad Tech

B2B

AI

1→2

Platform

Internal Tools

Optimization

Design Systems

Design Operations

BY THE NUMBERS

3

platform generations redesigned

1st

design system built at Rocket Fuel

1

platform from 6 disparate systems

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.

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

Ad Cards: After

Campaign: Details

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