Designing a Scalable Ad Creation System for Topple
Designing a Scalable Ad Creation System for Topple
Product Designer – UX Systems
Topple is a digital advertising platform where users create accounts, manage campaigns, and launch ads through a structured dashboard.
Challenge
Creating ads required users to configure extensive campaign data, including targeting logic, budget inputs, scheduling parameters, and creative assets. Without clear structure, multi-step flows risked becoming cognitively heavy and difficult to scale. In parallel, the dashboard needed to provide a centralized overview of active campaigns, enabling quick management, status tracking, and performance visibility. The core challenge was balancing complexity and usability — simplifying structured input workflows while preserving the flexibility required for campaign control.
Creating ads required users to configure extensive campaign data, including targeting logic, budget inputs, scheduling parameters, and creative assets. Without clear structure, multi-step flows risked becoming cognitively heavy and difficult to scale. In parallel, the dashboard needed to provide a centralized overview of active campaigns, enabling quick management, status tracking, and performance visibility. The core challenge was balancing complexity and usability — simplifying structured input workflows while preserving the flexibility required for campaign control.
Approach
Workflow Decomposition
I decomposed the ad creation process into logical phases, grouping related inputs and separating configuration steps into structured stages to reduce cognitive load. - Mapped the full ad creation flow - Identified dependencies between inputs - Grouped related fields logically - Reduced cognitive overload
I decomposed the ad creation process into logical phases, grouping related inputs and separating configuration steps into structured stages to reduce cognitive load. - Mapped the full ad creation flow - Identified dependencies between inputs - Grouped related fields logically - Reduced cognitive overload
Step Architecture & Progress Logic
Introduced a structured multi-step flow with progressive disclosure, ensuring users only interacted with relevant inputs at each stage. - Clear step indicators - Logical sequence - Validation per step - Progressive disclosure
Introduced a structured multi-step flow with progressive disclosure, ensuring users only interacted with relevant inputs at each stage. - Clear step indicators - Logical sequence - Validation per step - Progressive disclosure
Data Hierarchy & Form Optimization
Defined a clear data hierarchy, distinguishing critical inputs from secondary configurations, and implemented inline validation to reduce user friction. - Field prioritization - Required vs optional logic - Inline validation - Smart defaults - Tooltips / helper text
Defined a clear data hierarchy, distinguishing critical inputs from secondary configurations, and implemented inline validation to reduce user friction. - Field prioritization - Required vs optional logic - Inline validation - Smart defaults - Tooltips / helper text
Dashboard Structuring
Structured the dashboard with clear campaign states, quick action controls, and filtering logic to allow efficient management of active ads. - Table structure - Status visibility - Filtering logic - Quick actions
Structured the dashboard with clear campaign states, quick action controls, and filtering logic to allow efficient management of active ads. - Table structure - Status visibility - Filtering logic - Quick actions
Outcome / Impact
The restructuring of the ad creation workflow significantly improved clarity across complex campaign configurations. Users could move through multi-step setup with greater confidence, reducing friction caused by high data density and dynamic inputs. The centralized campaign dashboard improved visibility and control, enabling efficient management of multiple active ads through structured status indicators and filtering logic. The platform evolved from feature-driven screens to a scalable system architecture built for long-term growth.
The restructuring of the ad creation workflow significantly improved clarity across complex campaign configurations. Users could move through multi-step setup with greater confidence, reducing friction caused by high data density and dynamic inputs. The centralized campaign dashboard improved visibility and control, enabling efficient management of multiple active ads through structured status indicators and filtering logic. The platform evolved from feature-driven screens to a scalable system architecture built for long-term growth.
Looking for a Product Designer Who Thinks in Systems?
Send me an email at tahalbrassel@gmail.com
© 2026 — Built by a product designer who thinks in systems , not prompts.
Resume
Looking for a Product Designer Who Thinks in Systems?
Send me an email at tahalbrassel@gmail.com
© 2026 — Built by a product designer who thinks in systems , not prompts.
Resume
Looking for a Product Designer Who Thinks in Systems?
Send me an email at tahalbrassel@gmail.com
© 2026 — Built by a product designer who thinks in systems , not prompts.
Resume