💡 OVERVIEW

Redesigned Rokt's partner page configuration experience to address a fragmented, error-prone workflow where operators lacked visibility into the downstream consequences of their actions. Configuration changes — edits, deletions, naming decisions — could silently break live experiments or create conflicts that only surfaced later during support escalations. I owned the problem framing, design exploration, and shipped experience end to end.

✨ WHAT MADE IT MORE THAN A UI CLEANUP

The instinct would have been to tidy up the interface — better layout, cleaner controls. But the real problem wasn't visual clutter; it was a trust and confidence problem. Operators were avoiding certain actions entirely because they couldn't predict what would break. The design challenge was making system state legible — surfacing conflict detection, live experiment status, and safe deletion guardrails not as separate features but as an integrated layer of contextual intelligence woven into the workflow itself. That reframe shaped every decision, from how hierarchy was structured to how and when the system spoke up.

🎯 IMPACT

Reduced configuration errors and support escalations by giving Ops teams real-time visibility into experiment status and downstream risk before making changes. Operators who previously avoided certain configuration actions out of uncertainty now had the confidence to move independently — without needing to escalate to engineering or data teams for validation. The guardrail patterns established here became a reference model for how the broader platform handled high-stakes, reversibility-sensitive actions.