Multi-tenant advertising operations made calm, scalable, and learnable.
Orion is a multi-tenant Demand Side Platform used internally by Version2 and Magnitude of Change to plan, launch, manage, and optimize digital advertising campaigns. The redesign reframed Orion from a stack of dashboards into one connected ecosystem—organized around roles, workflows, and the questions operators ask in the moment: Where am I? What can I do? What happens next?
Orion already existed, but its experience treated every screen as a standalone surface. Operators were asked to hold the structure of the business in their head while making consequential decisions inside dense workflows. The redesign had to organize complexity, not hide it.
Administrators, agencies, brands, and campaign teams used the same product, but the interface gave them no orientation across roles.
Performance tables and campaign lists scaled past the patterns the old UI was built for, forcing operators to scroll and re-scan to find signal.
Setup required many high-stakes decisions across targeting, creative, and review with no guided structure to lean on.
Buttons, tables, forms, and status patterns drifted between surfaces, eroding trust and slowing engineering.
I do not need fewer features. I need the platform to tell me where I am.
Orion supports administrators, agencies, brands, and campaigns inside a single, multi-tenant system. The architecture had to be legible at every level—so the same product could feel calm to a brand manager and powerful to an admin.
Orion was designed as one connected ecosystem rather than a stack of isolated dashboards. Each tier inherits the same components, hierarchy, and language—so an admin and a brand manager experience the same product, scaled to their role. With the platform architecture established, the next challenge was simplifying the day-to-day experience of campaign management.
Campaign creation and management forced operators to make many decisions with little guidance, navigate large datasets without orientation, and reconcile inconsistent patterns across tenants.
Treat Orion as one ecosystem instead of isolated dashboards, so every workflow answers three questions at every step: Where am I, what can I do, and what happens next?
A scalable, role-aware platform where administrators, agencies, brands, and campaign teams share one cohesive experience—reducing cognitive load and establishing a foundation for long-term growth.
The shipped platform organizes Orion around roles and workflows. Each surface leads with orientation, surfaces information progressively, and reuses a shared component library so the experience holds up at every tier.
Operators could not tell at a glance how campaigns were performing or what to act on next.
Operators moved from scanning tables to scanning meaning, with the next action always one click away.
Every surface ships from a shared system — tokens, components, and patterns documented so future teams can extend the product without re-deriving its rules.
Replacing fragmented admin, agency, brand, and campaign experiences with one connected enterprise product.
Transforming campaign creation from scattered configuration into a clear, step-by-step experience.
Establishing one design system across products, teams, and future releases.
Reducing unnecessary complexity so operators can focus on campaigns instead of interfaces.
Reusable components and consistent patterns accelerated implementation across the platform.
Creating a flexible foundation that could support future products, tenants, and evolving business needs.
Orion unified a fragmented advertising platform into a cohesive enterprise ecosystem. Instead of asking users to adapt to disconnected tools, the product established one consistent language across tenants, workflows, and campaigns—making complex operations feel predictable, scalable, and easier to navigate.
Reframing Orion as one ecosystem instead of a stack of dashboards. Once roles, workflows, and components shared the same backbone, every later decision became easier and faster.
How much confidence came from orientation alone. Telling operators where they were and what came next moved the experience before any visual changes shipped.
I would invest in the design system even earlier. Every surface built on the refined system shipped faster and held together better than the surfaces that retrofitted it.
Every case study in this portfolio began with a complex problem, an ambitious team, and a decision to build something better. If you’re solving the next one, I’d love to help write its success story.
