The Challenge
Facebook campaign management is notoriously complex. Filed’s ambition was to use AI to simplify it—but simplification for one user often means frustration for another. Power users didn’t want to lose control; beginners didn’t know where to start.
The challenge was designing a platform that could serve both audiences without compromising for either.
What I Did
I led UX strategy and design from discovery through to delivery.
I started by defining the problem properly. We conducted in-depth research with both user groups—experienced performance marketers and small business owners—to understand not just what they did, but how they thought about campaign management. Those insights shaped everything.
I mapped the full campaign creation journey, identifying where complexity created friction and where users lost confidence. Working closely with marketing specialists and engineers, I redesigned the core flows—integrating AI where it could genuinely reduce cognitive load, while preserving the control professionals expected.
The key design decision was creating parallel pathways: a guided mode for beginners and a streamlined pro mode for experienced users. Both shared the same underlying system, but surfaced information and actions differently based on user context.
