AI powered Ads Platform

and Driving Team Transformation

The Project

Building a new ads business:

Create a first-in-class B2B experience that enables external partners to independently launch and manage advertising campaigns, while initially empowering Fetch’s sales team with a faster, more efficient way to sell and manage the product.

Responsibilities

Role: Director of Product Design
Team: 3 product designers, working under my direction
Scope: Product strategy, platform UX, design leadership, AI-forward execution
Stage: Beta launched; enterprise migration and expansion

The challenge

  • Building a new ads business: Creating the foundation for Fetch to compete in a crowded advertising ecosystem alongside Google, TikTok, and retail media networks such as Instacart.

  • Designing for scale: Establishing a platform that supports both external advertisers and internal teams managing campaigns for major brands.

  • Changing how design gets done: Leading three designers and using Claude Design to accelerate exploration, refine complex workflows, and move toward AI-forward product development.

The opportunity

Fetch connects millions of consumers with brands through its Ads platform.

Our team is creating a scalable way for brands to reach consumers and drive engagement, in a growing AI-forward environment.

But competing in the advertising space requires more than selling ad inventory. It requires the infrastructure to create, manage, and scale campaigns — with workflows that serve both advertisers and the internal teams responsible for delivering campaigns for major brands.

We set out to build that foundation from the ground up.

Our team’s Impact

Create a simpler, faster way for brands and partners to launch and manage advertising campaigns on Fetch, while reducing the manual effort required from Fetch’s sales team.

  • Under three months: From zero-to-one product development to beta launch.

  • Live advertisers: 16 Restaurants launched ads through the new platform within 4 weeks.

  • Enterprise expansion: The next phase is focused on migrating internal users and major brand campaigns, including Pepsi and General Mills.

  • AI-forward design execution: Established a workflow using Claude Design to accelerate exploration and iteration across a complex product.

Ads Power both the Business and the User Experience.

More diverse Ads increase a match for the user. We needed to quickly scale the business up in capabilities.

We needed to take a complex, multifaceted advertising product from concept to a working platform in an aggressive timeline.

Figma was not going to cut it.

With my leadership, design introduced AI-enabled, design focused workflows and a customized system to move from concept to high-fidelity design significantly faster.

Introduced Claude Design into our design process

 

I brought Claude Design into our execution workflow to accelerate design exploration, refine user journeys, and iterate on complex product experiences.

Combined with a customized component system, this approach helped us move from workflow definition to tangible product solutions rapidly, reducing our dependence on traditional, screen-by-screen design cycles.

The bigger opportunity was not simply producing designs faster. It was exploring solutions earlier, making workflows tangible sooner, and establishing a more AI-forward approach to product design that could carry into future initiatives.

Delivered for the immediate launch while designing for what comes next

We focused the first release on the foundational capabilities needed to get partners advertising on the platform.

At the same time, we considered how the experience would expand to support internal Fetch teams and larger brand campaigns. This allowed us to treat beta as the first milestone in a broader platform evolution — not the final product.

Design Team Member

“I can’t believe we launched our beta in under 6 weeks, that’s impossible if working in Figma.”

Internal Sales User

“The whole business is excited about FAM tools, we are dying to get in and start using it.”

Impact

From concept to live beta in under three months

The team delivered a working beta and brought restaurants onto the platform to launch ads.

This moved the initiative beyond exploration and into a live product experience, establishing the foundation for the next phase of Fetch's advertising platform.

Key outcomes

  • Under three months: From zero-to-one product development to beta launch.

  • Live advertisers: Restaurants launched ads through the new platform.

  • Enterprise expansion: The next phase is focused on migrating internal users and major brand campaigns, including Pepsi and General Mills.

  • AI-forward design execution: Established a workflow using Claude Design to accelerate exploration and iteration across a complex product.

What's next

The next phase expands the platform to internal Fetch teams managing campaigns for major national brands.

This transition will test the platform's ability to support more complex campaign operations while creating a path toward a unified advertising ecosystem — one that can serve external partners and internal teams as Fetch scales its advertising business.