Concrete 2.0 & Ad Manager

Rebuilt GumGum's core revenue platform, and the design system six products adopted.

ROLE: Design System Lead & Product Designer
AT: GumGum
WHEN: 2018-2022
WITH: React, Figma, NPM, User research

6→1themes, after consolidation
6apps on one system

> THE PROBLEM

Ad Manager made the money, and it ran on a 2008 stack buried in tech debt. Four sibling enterprise apps and five smaller tools shared its data, each with its own UX. A company rebrand was landing at the same time, and backend changes were limited.

> WHAT I DID

Ran the account managers', ad ops and sales workflows end to end myself before designing anything.
Printed every screen, put it on a wall, and audited it with the team.
Standardized tables, filtering and industry terminology across every app.
Shipped Concrete 2.0 as a versioned NPM package, so a version bump did the migration.

Printed application screens on a wall, marked up with color-coded sticky notes — The audit wall

Rebuilt Ad Manager campaigns list with a clean table and unified filters — Ad Manager, after

> WHAT CHANGED

Six themes became one.
Enough manual work came out of the ops workflows that they needed fewer people to run.
Fewer API calls and duplicate data entry points.
Engineers learn one set of table, filter and form patterns instead of six.