Microsoft Advertising
Microsoft's Advertising division was operating on an aging platform that struggled to support a rapidly expanding suite of advertising products, formats, and placement opportunities. As new tools entered the ecosystem, the existing experience became increasingly difficult to scale, creating complexity for both customers and internal teams.
We redesigned the platform from the ground up, establishing a modular design system that served as a flexible digital canvas for the next generation of advertising solutions. Built to accommodate evolving formats and business needs, the new experience unified previously disconnected tools into a cohesive ecosystem while providing Microsoft with a scalable foundation for future growth and innovation.
My Role:
Led the design strategy and execution of platform redesign, simplifying complex information architecture and transforming a fragmented suite of tools into a cohesive, scalable experience. Partnered closely with product stakeholders to create a flexible system built to support emerging ad formats, evolving customer needs, and long-term platform growth.
Impact:
The redesign transformed an aging advertising platform into a scalable ecosystem built to support Microsoft's evolving suite of ad products and placements. By simplifying navigation, improving discoverability, and creating a more intuitive experience for advertisers, the platform increased lead conversion by 16% and drove a 22% increase in product exploration across the site. The modular design system also enabled faster testing and optimization, providing Microsoft with a flexible foundation for future growth and innovation.
Teammates:
Greg Rattenborg - Group Creative Director, Lilly James - Copy Lead, Juan Diaz - Design, John Cho - Design, John Carlson - Strategy Lead
