A unified ecosystem design that turned a novel ad format into an independently proven success.
Average CTR across all tested campaigns, vs. a 0.1% display industry standard.
Higher noticeability than standard formats, measured by Nielsen.
Integrated applications designed as one consistent product ecosystem.
Project Overview
Project Overview
The user problem
The ecosystem is powered by AI visual recognition algorithms that identify relevant content in real time and match it to the right ad. Campaigns created within Eyesee Campaign needed to appear consistently across two other applications, EyeseeTube (video playback) and Eyesee Frame (image viewing), each with different interface requirements and user expectations. Campaign managers needed one intuitive place to configure and monitor the effectiveness of these interactive, AI-matched advertisements.
The business objective
Design a cohesive product ecosystem spanning all three applications, and prove the effectiveness of the resulting ad formats against traditional digital advertising standards, independently, at scale.
My role and scale of ownership
My role encompassed designing the user experience across all three applications in the ecosystem (Eyesee Campaign, EyeseeTube and Eyesee Frame), as well as creating various marketing materials including video campaigns, banner advertisements and animated promotional content.
How I got from insights to product value
Navigation
Redefined IA, defined user flows, and aligned with stakeholders on direction.
Concept
Low- and high-fidelity wireframes, plus examples of campaigns and interactive spots.
Handover
Mockups, style guide, iconography library and mascot delivered for implementation.
Evaluate
An independent Nielsen study validated the ad formats against industry-standard alternatives.
Execution
Execution
One ecosystem, three interfaces
"The same campaign had to unfold consistently over a music video, a static image and a management dashboard: three interfaces with nothing else in common."
Campaigns built in Eyesee Campaign had to run seamlessly across EyeseeTube (video) and Eyesee Frame (image), each with its own interface constraints. I designed one adaptive interaction framework and menu architecture that translated across all three, then built animated spots that unfold from a simple callout into full interactive menus, giving viewers layered access to discounts, product detail and brand storytelling without leaving the content they came for.
Video campaigns demonstrating the interactive spot unfolding across formats.
From navigation to a working dashboard
"One flexible system, built to scale, adapting to every platform without losing a single shared thread of cohesion."
I designed adaptive campaign formats and flexible interaction frameworks that held together across platforms, exploring diverse menu architectures and engagement methods tailored to each application's interface and audience behavior, all while keeping a unified brand experience throughout the ecosystem.
I iterated on the technical prototype's IA and defined the user flows before sketching low- and high-fidelity wireframes of campaigns and interactive spots, then elevated those into mockups by defining layout, typography and iconography.
Building the campaign in one place
"In the campaign manager, user specified the audience to reach, AI visual recognition algorithms took care of matching the ad to the content and the screen placement."
Under the hood, AI visual recognition algorithms scan content in real time to identify what's on screen and detect available placements, then match it to the right ad. My contribution was defining the parameters campaign managers set to steer that match: the audience they wanted to reach, while the system handled content recognition and placement detection.
Wireframes for the campaign manager's step-by-step builder flow: identify, target, specify, menu builder and inquire.
A single WYSIWYG builder let a campaign manager identify a brand, target it, specify the offer, compose the interactive menu and set inquiry actions, generating the animated spot, interactive menu and adaptive content formats for every platform at once, with no separate tools per format.
The drag-and-drop menu builder used to compose each campaign's interactive menu, alongside a finished video campaign.
I designed dynamic animated advertisement formats (spots) featuring interactive menu systems that elegantly unfold to provide users with comprehensive access to extensive campaign assets. These interactive interfaces strategically guide users through layered content including promotional discounts, service offerings, detailed product information, and comprehensive brand storytelling, creating an immersive and conversion-focused user journey across all platforms.
Eyesee Spot: Product callout format variations explored
Eyesee video campaign format examples, triggered via the Eyesee Spot menu
The dashboard brought every campaign metric into one view, letting teams track reach, engagement and conversion in real time and compare performance across formats and placements without leaving the platform.
Eyesee Campaign dashboard.
Proving it with Nielsen
"The format only mattered if it converted, so EyeSee had Nielsen test it independently against the formats it was built to replace."
EyeSee commissioned Nielsen to independently evaluate the EyeSee Image format against industry-standard banner, leaderboard, overlay and pre-roll ads, through direct exposure testing with 1,200 online US users, across multiple CPG campaigns.
Noticed the ad, vs. 70% average.
Click-through intent, vs. 52% average.
Average CTR, vs. 0.1% industry standard.
Less distracting than average formats.
EyeSee Image was also rated the most innovative and eye-catching format tested. Study details below.
The Nielsen study: industry challenge and strategy, results, and format ratings.
Handover: a foundation, not just mockups
"The style guide, icon set and mascot weren't just deliverables, they were the first foundations of the design system."
Delivery went beyond final mockups: a visual style guide, a custom navigation icon set, and a mascot to give empty and error states a more human character, together laying the groundwork for a future design system.
Visual style guide: typography, colour palette and button states.
Global navigation icon set, and error/notification states with in-context highlighting.
Mascot evolution from a simple robot shape to distinct expressions, and its anatomy: mouth and symbol change per message.
Results & Business Impact
Results & Business Impact
An ad format that converted, and complex analytics, turned into intuitive, actionable insight.
The design enhanced cross-platform navigation consistency and streamlined the progressive revelation of campaign functionalities, transforming complex analytics into intuitive, actionable insights while simplifying the multi-format campaign configuration process across all integrated applications.
Average CTR across all tested campaigns, vs. 0.1% industry standard.
Higher noticeability compared to traditional ad formats.
Less distracting to user experience than average formats.
An F-pattern that felt familiar
F-pattern navigation architecture leveraged natural reading behaviours while ensuring seamless flow transitions between EyeseeTube, Eyesee Frame and the main Campaign application.
Progressive disclosure, done right
A hierarchical content disclosure strategy presented high-level campaign performance through an integrated dashboard, enabling drill-down into granular analytics, interactive ad performance and cross-platform engagement data.
"A 12.23% average CTR against a 0.1% industry standard validated spot advertising as a genuinely efficient format, not just a novel one."
"AI-driven pattern recognition let ads be placed contextually, where they were relevant to the viewer, making the format 16% more noticeable while staying 14% less distracting."
"Unifying the platform's tools into one cohesive experience turned disparate capabilities into a single, dependable system for brands."
A unified configuration environment
One WYSIWYG interface simultaneously generated animated spots, interactive menu systems and adaptive content formats optimized for each platform, streamlining campaign creation and ensuring brand consistency.
A conversion-focused journey
Dynamic, unfolding interactive menus significantly improved user access to comprehensive campaign assets, creating seamless pathways to discounts, service offerings, product information and brand storytelling.
Independently validated
The Nielsen study confirmed that EyeSee's approach to non-disruptive advertising delivered measurable performance advantages while maintaining positive user experiences, at scale across multiple CPG campaigns.
Recommendations
Recommendations
What people say about working with me
“Inês is an exceptional user experience researcher and designer. Her dedication to creating a seamless and intuitive experience coupled with the relentless explorations and optimisation of the use of existing design patterns has not gone unnoticed.I worked with Inês on the development of an interface and user flow for a brand new product to support complex research processes for genomics data processing. Her work was crucial in triggering discussions on the technical implementation and her prototypes made several conversations much easier. Inês did not limit herself to just design a like-to-like user experience based on the product team prototypes, she wanted to understand the user needs and translate that into an interface that not only met the needs but exceeded expectations. Inês would iterate over and over again with feedback from product, from users, from engineers and from her own team, I've never seen Inês frustrated by this. Inês was a quick responder, acting fast with a basis for our work and then iterate over and over until we were all satisfied with the result. We worked at the transition between design systems, Inês embraced the challenge with both arms and always ensured constant feedback back to other teams about challenges or usability findings.Inês led the work without ego and made it truly a co-design experience while putting users at the centre. Inês was always prepared to cover for others and putting additional effort at the cost of her own personal time to drive the work forward. Moreover, the collaborative spirit and professionalism demonstrated throughout the design process have been invaluable for me personally. Inês was always very transparent in her communications and ensured she brought all stakeholders and cards to the table so that the best decisions could be made collaboratively.Inês is an inspiration for me and for the colleagues in her team, she truly cares about her work and doing better everyday.”
“Any software development team fervently hopes for a UX designer like Inês. I was very fortunate to work with her in the early stages of a project, where we were defining and adjusting the UI text for several different workflows. Frequently, our conversations led not only to the best placement of in-application content, but enhancements to the design itself.Inês' superpower is the ability to simultaneously hold deep technical nuance of the product, consistency of design standards, and the ability to improvise, while making it all look effortless. She is a great communicator, and conveys her ideas gently, thoughtfully, and thoroughly. She is also an excellent leader who brings people to her understanding by showing, not just telling.I would relish the opportunity to work with Inês again, and cannot overstate my informed opinion that she would be an incredible asset to any organization.”