an in-house product that replaced Vturb for the entire media buying team
VSL Platform —
👀 Due to NDA restrictions, some screens and business workflows cannot be shown. This case study focuses on the key UX decisions and design approach
About the Product
VSL is an internal AdTech platform for managing video creatives. It brings together a video library, team and permission management, interactive player configuration, event tracking, and analytics in a single workspace
Project Overview
Timeline: 1 month
Team: 1 Team Lead, 1 Product Manager, 1 Product Designer, 1 QA Engineer
Design System: Built from scratch using MUI patterns to accelerate development, ensure interface consistency, and support product scalability
Business Goals
At the start of the project, the team relied on Vturb, but it could no longer support the growing needs of the business. The interface made it difficult to manage large volumes of video creatives, while key workflows were scattered across different sections of the platform.
Our goal was to build an in-house solution that could replace the third-party service and become the team's primary tool for day-to-day media buying operations
My Responsibilities
— Complete UX/UI redesign of the platform
— Restructuring the information architecture
— Building the design system
— Designing new user flows
— Creating interfaces for different user roles
— Supporting development and conducting design reviews
Design Process
Before starting the redesign, we audited the existing product and gathered feedback from the team that worked with the platform every day. Our primary focus was on search, video creative management, player configuration, and team collaboration workflows
Solution
1. Reorganized the Information Architecture
As the product evolved, navigation became increasingly difficult. Key workflows were scattered across multiple sections, making everyday tasks less efficient. We restructured the information architecture and consolidated the primary navigation into a sidebar, making the platform faster and easier to navigate
2. Giving Media Buyers More Control Over Experiments
We built tools for managing video players and experiments, allowing media buyers to launch new scenarios, configure video behavior, and run experiments without relying on the engineering team.
This significantly accelerated the experimentation process and enabled the team to make faster, data-driven decisions
3. Designing for Different User Roles
The platform was used by specialists with different responsibilities and varying levels of product expertise. We designed each experience around its specific context, reducing unnecessary actions while keeping essential tools easily accessible
4. Создали дизайн-систему для развития продукта
Разработана дизайн-система на базе MUI, которая помогла стандартизировать интерфейсы и сократить время на проектирование новых функций
Validation
The platform evolved through continuous hypothesis testing and data-driven iterations. As successful A/B tests validated new solutions, the team gradually migrated more workflows into the internal product. Eventually, VSL Platform completely replaced Vturb and became the team's primary tool for day-to-day work
