Company : Pubstack
Sector : B2B, adtech
Support : website
Role : senior product designer
Sector : B2B, adtech
Support : website
Role : senior product designer
Scope
• Redesign of the old UI, creation and maintenance of the design system
• Empowering the role of product designer in a company where almost no one had worked with a designer befo
• Facilitating cross-team communication, mostly between product and tech teams but also with business teams
• Cross-team workshops
• Discovery: user interviews, benchmarks, etc.
• Write pitches (Shape-up methodology)
• Design workflows and interfaces: user flows, wireframes, mockups, prototypes
• Implement and maintain a tracking tool: PostHog
• QA
• Empowering the role of product designer in a company where almost no one had worked with a designer befo
• Facilitating cross-team communication, mostly between product and tech teams but also with business teams
• Cross-team workshops
• Discovery: user interviews, benchmarks, etc.
• Write pitches (Shape-up methodology)
• Design workflows and interfaces: user flows, wireframes, mockups, prototypes
• Implement and maintain a tracking tool: PostHog
• QA
Context
2021: Pubstack offered an analytics service to track online advertising performance.
2023: Launch of a new Ad Management service. This allowed Pubstack to provide a full product: ad stack management and performance analysis.
2025: Launch of a light ad management service.
Redesign
When I arrived at Pubstack, I conducted an audit that highlighted certain areas for improvement on the front end, mostly in terms of accessibility. This coincided with technological switch on the tech team side. All components were going to be rewritten: it was the perfect time to rework the UI. We took this opportunity to create Pubstack's first design system.
Overview - old version
Overview - latest version
Settings - old version
Settings - latest version
Having an analytics tool is good. Having a tool to manage the advertising stack and analyze its performance is better. To create this new product, I organized a major discovery phase, consisting of various workshops and research projects such as:
• Competitive benchmarking
• Co-design workshops including design value proposition, remember the future, story maps, user journeys, etc.
• User interviews to better understand their needs and challenges
• Co-design workshops including design value proposition, remember the future, story maps, user journeys, etc.
• User interviews to better understand their needs and challenges
Design value proposition, remote on FigJam
Story map, remote on FigJam
User journey, remote on FigJam
Brainstorming, remote on Miro
The product was initially launched in Beta mode with a few customers. This allowed us to test and challenge the MVP, as well as prioritize missing or improved features. The product evolved from a basic MVP to a very complete product allowing the management of a wide range of parameters, performing AB tests, browse data, etc.
Ad management activation
Integrations management
The challenge here was to offer a complete, yet not complex, product. As for the results, users speak best:
Customers feedback
"Using your product is much easier than what we thought. Compared to Magnite, yours makes the difference. It is really easy to use, for example to build the mapping or change elements in the stacks."
First Avenue
First Avenue
"Ad Management has been the most important update for us. It is incredible, we really like it. It is a very easy tool, very intuitive."
El Nacional
El Nacional
"Quand tu t'habitues à l'aspect user friendly de Pubstack avec les codes couleurs etc, tu ne veux plus aller sur GAM (Google Ad Manager)."
SF Media
SF Media
"I'm really impress of the speed at which the app evolves, with features that are always useful"
366
366
"Your simple UI is years ahead of the competition and it is a huge differentiator."
Step media
Step media
"The UI and process are very clear. The tool is continuously evolving, that's great."
Le Monde
Le Monde