Tadnova — B2B digital advertising platform

Tadnova is a B2B digital advertising platform designed to connect advertisers who want to promote their products with publishers who monetize their websites through ad placements.

The platform also includes a super-admin system responsible for campaign approvals, quality control, and platform governance.

The objective was to design a scalable, role-based ecosystem that balances advertiser performance, publisher trust, and operational efficiency in an early-stage product.

My Role & Ownership

Role & Responsibilities

I worked as the sole Product Designer on Tadnova, owning the complete design lifecycle from early exploration to developer-ready handoff.

My responsibilities included UX strategy, user flows, dashboard structure, visual design, component systems, and collaboration with developers and stakeholders to ensure feasibility and scalability.

Problem Framing

Advertiser Challenges

• Difficulty understanding how ad campaigns are created and optimized

• Confusing pricing models (CPM, CPC, CPA, bidding)

• Limited clarity on performance metrics in early-stage platforms

Publisher Challenges

• Lack of real-time visibility into earnings

• Low trust due to unclear payout logic
  Difficulty understanding how ads impact revenue

Constraints & Realities

Tadnova was in its first launch phase, which introduced several constraints.

There were no existing users or historical analytics, timelines were tight, and the product needed to support three distinct user roles from day one. Additionally, I worked as a solo designer while balancing speed, clarity, and future scalability.

UX Strategy & Key Decisions

Each challenge informed specific design and technical solutions:

• Designed role-based dashboards to reduce cognitive load and prevent feature overlap

• Used progressive disclosure to avoid overwhelming users with advanced metrics

• Introduced suggested bidding ranges to reduce decision paralysis during campaign setup

• Prioritized clarity and trust signals for publishers through earnings transparency
  Structured admin workflows to minimize manual approvals while maintaining control
  
  

Key Workflows

Advertiser — Campaign Creation
Explain how campaigns are created, bidding selected, and metrics tracked.

Publisher — Earnings Dashboard
Explain how daily earnings, payouts, and performance are surfaced clearly.

Admin — Approval & Monitoring
Explain how campaigns are reviewed, approved, and governed.

Design System & Scalability

To support future growth, I designed a reusable component system covering tables, charts, status indicators, and form patterns.

This system ensures consistency across advertiser, publisher, and admin interfaces while allowing new features, metrics, and roles to be added without redesigning the entire product.

Outcome & Impact

Enabled the launch of Tadnova’s first stable MVP
Improved clarity for advertisers and publishers in an early-stage product
Reduced admin overhead through structured workflows
Established a scalable UI foundation for future product and website expansion