Filed

Context

Filed is an AI-powered platform designed to simplify Facebook advertising for marketers. While the channel itself is powerful, planning and structuring campaigns is often complex, time-consuming and difficult for non-specialists to navigate confidently.

The platform required a brand and product experience built from the ground up — credible to experienced marketers, but approachable enough for teams without deep technical or advertising expertise.

My role

I led the creation of the Filed brand and the UX for the platform from the ground up. Working closely with development and AI teams, I was responsible for setting the overall experience direction and ensuring the brand, product and interface worked as a coherent whole.

This included defining the visual identity, shaping the interaction model, and translating the platform’s AI capabilities into decisions and workflows marketers could understand and use with confidence.

“The aim was to let the AI do the heavy lifting, while the interface focused on clarity and choice.”

Approach

The work began with two practical questions: how should the product feel to a marketer encountering it for the first time, and how could AI-driven insight be surfaced without overwhelming or confusing users?

Brand decisions

The brand was designed to feel confident and capable without relying on typical “AI” visual cues or language.

Key decisions included:

• A restrained visual identity that felt credible to professional marketers.
• Clear, direct language focused on outcomes rather than technology.
• A flexible visual system that could scale across product, marketing and future features.

The goal was to build trust quickly and avoid anything that felt gimmicky or over-engineered.

Experience & UX decisions

The core experience was designed around campaign planning. Instead of asking users to configure everything manually, the platform uses AI-driven data to suggest campaign structures and options.

I worked closely with developers to keep technical complexity out of the interface and focus the experience on planning and decision-making. The result was a product that felt supportive and usable, rather than technically impressive but difficult to navigate.

Outcome

Filed launched with a clear brand presence and a product experience that made campaign planning more accessible. Marketers were able to move from intent to actionable campaign plans more quickly, with the AI providing guidance rather than getting in the way.

The work established a clear experience foundation that could support ongoing product development without fragmenting the brand or interaction model.

Reflection

This project reinforced the importance of treating brand and UX as a single system. The AI was only useful if people trusted it and understood how it informed decisions. By leading both the brand and experience design, I was able to ensure the product felt coherent, confident and genuinely helpful — rather than technically impressive but difficult to use.