💡 OVERVIEW

Built the design for Rokt's AI-powered creative experimentation platform — a new capability that enabled Account Managers to generate and test multiple ad creative variants across a full factorial experiment without manual design work. Before ACE, creative testing was a bottleneck: variants had to be produced manually, limiting the scale and speed at which teams could run meaningful experiments. I led design from blank page to production.

✨ WHAT MADE IT MORE THAN AN AI FEATURE

Designing a net-new AI capability is a different challenge than improving an existing workflow — there's no prior mental model to build on, which means the design has to do the work of establishing trust from scratch. The core tension was between power and legibility: the system could generate and test at a scale humans couldn't, but Account Managers still needed to feel in control of what they were running. Every interaction decision — how variants were previewed, how experiment structure was communicated, how results surfaced back — was in service of making something technically complex feel understandable and safe to use. That trust architecture is what made adoption possible.

🎯 IMPACT

60+ accounts adopted ACE Creative Experiments, with an average 24% conversion rate improvement and faster campaign optimization cycles. Beyond the numbers, ACE represented a new category of tooling for Rokt — one where AI augmented creative judgment rather than replacing it. The platform became one of the flagship examples of how Rokt was evolving its product from a campaign management tool into an intelligent optimization system.