Equativ
Principal Designer for B2B SaaS
Principal Product Designer
B2B Product
Adserver
Overview
Equativ (formerly Smart Adserver) is a French adtech platform that enables advertisers and publishers to manage their digital advertising operations globally. Originally built by developers without design leadership, the platform evolved significantly after hiring its first product designers in 2018. Joining as the second designer in 2020, I helped transform the user experience across Equativ's product suite, with primary focus on Equativ Buyer Connect—a campaign management tool that empowers advertisers to efficiently set up, customize, and control their online ad purchases.
Skills
Product design, Q&A, Design Workshop, Documentation, Design system, Users Interviews
Company
Equativ - 2020/2023
Stack
Sketch, Abstract, Figma, Protopie, Confluence, Jira, Miro, After effect
Design system creation and management
Led the comprehensive design system update during Equativ's rebrand, collaborating with the product design team to review and refine 200+ components. The approach balanced visual transformation with development efficiency, updating core design tokens and styles while minimizing disruption to established patterns and workflows.
Streamlined Campaign Setup
Built a campaign management workflow that reduces complexity for advertisers and agencies. Users can now create campaigns, define multiple ad placements, and apply sophisticated targeting rules without navigating through fragmented interfaces. Usability testing with 10+ companies confirmed the workflow significantly improved campaign setup efficiency.
Before and after rebranding the design system
Final observations
Equativ's transformation from a developer-built platform to a design-led product demonstrates how introducing intentional design processes can elevate enterprise software. Establishing design systems, conducting rigorous user testing, and collaborating closely with product and development teams didn't just improve interfaces, it fundamentally shifted how the company approached building products for a competitive adtech market.
Selected work
2020 - 2026
