Designing an AI-native campaign creation platform for brands

Client

SMG

Role

Product designer — campaign creation flow, AI briefing interface

Surface

Web platform, brand-facing

01 — Context

Productising a relationship that used to live in someone's inbox

goal — replace a manual, relationship-managed briefing process with a self-serve platform

Campaign briefing had lived in someone's inbox. The goal: productise it without losing the strategic quality brands expected from an agency relationship.

Add: brief / kickoff artefact, stakeholder map, or problem statement visual

02 — Insight

Brands didn't want a tool. They wanted a conversation.

trust blockers — unfamiliar interface and opaque AI reasoning

Brands didn't want a form — they wanted to describe their goal and be understood. And trust in AI recommendations dropped when the reasoning was hidden. Transparency in the logic was as important as the output.

Add: research synthesis, user quotes, or trust/friction findings

03 — Process

A guided briefing conversation, not a form

reasoning layer — a collapsible panel exposing the AI's logic behind every recommendation

One question at a time, each shaped by what came before. For AI recommendations, I introduced a reasoning layer — a collapsible panel showing how the platform interpreted a brief and why it made each recommendation.

04 — Final design

<1hr

Campaign briefing time — down from days with a dedicated account manager

100%

Self-serve — brand partners previously requiring account management now independent

Feature that became a sales differentiator — the AI reasoning layer

Next project

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