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Self-serve DTC Advertiser Campaign Setup | 2025

OVERVIEW

Designed a simplified self-serve campaign setup experience for DTC advertisers on the Rokt Ads platform — replacing a manual, error-prone workflow that required dedicated account management support. The existing tool was built for internal power users, not for small and mid-size e-commerce brands setting up campaigns independently. The goal was to let advertisers go from zero to a submitted campaign in under 10 minutes, without hand-holding.

WHAT MADE IT MORE THAN A SIMPLIFICATION

What looked like a straightforward scope reduction became a more interesting design challenge: figuring out what to remove without removing capability. We stripped out manual audience targeting entirely — the system pre-loads high-performing lookalike audiences automatically — and introduced AI-generated creative variations with performance scoring so advertisers could make confident decisions without expertise. A new automated image sourcing feature let the system pull brand-relevant assets from the web, removing a major early friction point for advertisers without production-ready creative. This project was also the first to use the design team's new component library, establishing reusable patterns for future products.

IMPACT

Reduced campaign setup time from 2+ hours with dedicated account management to under 10 minutes self-serve — establishing the foundation for Rokt's self-serve advertising platform. The new component library introduced here was adopted as the baseline UI standard for subsequent product work across the team.

For first time user, they have to set up billing information before getting started