Somplo

Banner blindness, builder paralysisDirect link

Marketers know rich media performs — but development cycles and technical gatekeepers keep most teams on static banners nobody notices. Somplo had the platform. Creative teams still couldn’t ship without engineering.

Over several months I worked through advertiser interviews, creative team workshops, and usability testing across campaign workflows. Banner blindness wasn’t just a creative problem — it was a tooling problem. Rich formats stayed out of reach when every campaign needed a dev sprint.

What kept surfacing: marketers wanted to iterate during flight, not after. Technical complexity blocked non-technical teams from the formats that actually engage. The hypothesis that emerged was that rich media scales when creative teams can assemble, preview, and launch without waiting on code.

“Launch during flight, not after.”

Every UX and visual decision followed from that. I designed a self-service Creative Studio with ready-to-go templates, real-time campaign editing, DSP integration, and analytics that make optimization visible — not buried in a spreadsheet.

Start without a blank canvasDirect link

The studio had to remove engineering as a bottleneck — but an empty canvas is its own kind of paralysis. I designed an onboarding flow that guides teams to their first component, with editing, demos, and dynamic fields organized in a sidebar they can learn once and reuse across every campaign.

Creative Studio 🎬Direct link

Once building starts, the canvas centers on a live mobile preview with components, pages, and position controls in one panel. Gradient pickers, layer lists, and format settings stay visible while teams edit — so rich media assembly feels like design software, not a code editor with a preview bolted on.

Every size at onceDirect link

Rich campaigns ship in dozens of IAB sizes — and resizing by hand kills the iteration speed the platform promised. I designed a multisize editor that shows 320×480, 300×250, leaderboard, and mobile formats on one canvas, with per-element controls for images, CTAs, and click destinations across every variation.

Controls that scaleDirect link

Dynamic fields need polished inputs, not browser defaults. I built a shared design system for solid and gradient color pickers, opacity sliders, and date-time selectors — consistent across the studio so every control feels intentional, whether someone is setting brand colors or scheduling a campaign flight.

Help when you’re stuckDirect link

Self-service only works when guidance is built in. I designed a searchable help center with categories for campaign creation, components, creative tools, and reporting — so teams find answers without opening a support ticket or waiting on an account manager.

What changedDirect link

Research and rollout feedback validated the direction. Creative teams shipped rich media without development bottlenecks. Templates and live editing replaced handoffs that used to stall campaigns mid-flight. Performance tracking became part of the creative workflow, not a separate reporting exercise.

Somplo became what advertisers needed — a Creative Management Platform where engaging formats are the default, not the exception that requires a sprint.

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