Simplifying complex measurement solutions for Sales — bridging the gap between technical data and seller-facing insights to unblock multi-billion dollar revenue streams.
This work is under NDA. Visuals and specific metrics are redacted. The narrative focuses on design thinking, strategic approach, and impact at a structural level.
A strategic initiative to unblock and simplify complex measurement solutions for Sales. I orchestrated the design vision to bridge the gap between technical measurement data and seller-facing insights, with a focus on unblocking $XB in revenue streams.
Sellers operated reactively. Measurement specialists had to dig through multiple tools, run analyses, and manually share findings with sellers — a slow, fragmented process that didn’t scale.
Specialists had to persuade sellers to prioritize long-term, durable measurement solutions over immediate revenue-driving options. It was an internal pitch before the external one could even happen.
Measurement is highly technical. Sellers needed to understand enough detail to feel confident walking into an advertiser conversation, while also articulating why a specific measurement approach was suited for that advertiser’s goals.
Seller incentive structures didn’t always align with measurement adoption. Recommendations were ML-generated but arrived alongside other recommendation types with limited context — and the pipeline wasn’t structured to reflect that measurement value is often realized much later than other offerings.
Co-led design workshops with senior stakeholders to identify the north star vision and prioritize the roadmap, aligning multiple product areas around a shared direction.
Conducted in-market discovery that successfully forged a new partnership with the Support team — creating a previously non-existent collaboration channel that strengthened the overall service model.
Translated abstract measurement concepts into a cohesive UX vision demonstrating how sellers could use data to drive advertiser performance — making the intangible feel concrete and actionable.
Unpacked the full cross-functional and cross-org collaboration landscape, mapping every handoff and dependency. This identified clear opportunities to simplify for MVP. Conducted UXR sessions to validate priorities against real seller and specialist behaviors.
The project involved conflicting priorities across multiple product areas. I had to reconcile long-term technical debt in measurement systems with the immediate need for a simplified, high-impact seller experience.
Existing recommendation pipelines treated measurement opportunities identically to other offerings, despite fundamentally different value realization timelines. Fixing the experience meant challenging infrastructure assumptions, not just UI patterns.
Perpetually in a state of beginner's mind.