Cartology / Ads Manager

Scaling a new platform responsible for $500m+ in revenue

Design Leadership

Platform design

SaaS

Deep-dive available

2024-25

CLIENT

Design Intoto

INDUSTRY

Retail media, Advertising

ROLE

Principal consultant

PROJECT TYPE

Design Leadership / SaaS design

Context

Over the last 5 years, Design Intoto (DIT) has expanded beyond marketing design and animation and has been scaling up a capability of developing bespoke tech solutions (widgets) for some of their biggest clients, with success.

 

DIT's leadership started to recognise how much reusable IP they had been accumulating and they started to explore the idea of combining existing (and future) code into a white-labelled platform.

ChallengeS

Manual dependencies

Commercial growth ($500M+) had completely outpaced design maturity, leading to massive manual overhead.

 

Underserved clients

The lack of a self-serve platform limited the business to prioritise high-touch enterprise clients only.

 

Non-scalable design framework

No internal design framework or component library existed to support rapid, scalable product development.

Opportunity

ESTABLISH DESIGN FUNCTION

The lack of a self-serve platform limited the business to prioritise high-touch enterprise clients only.

Outcomes

CVP, vision, platform experience

Created a prototype to serve as a visual guide for product development. This included a scalable UX architecture that unified all of DIT's IP into a single, cohesive platform.

Commercial enablement

The platform overview provided a shared story that helped elevate client discussions, building the confidence and credibility for DIT to be seen as a strategic partner who understands enterprise needs and requirements.

Deliverables

01 State of design, product and processes audit

02 Vision for product design function and framework

03 Competitor exploration and mapping

04 Refreshed UI and component library

05 Post campaign reporting and analytics

06 Scaled design function

Project overviews are intended to provide a snapshot of the work. Deep dives covering process, trade-offs and decision-making are available but require a bit more discretion. If you’re interested in seeing more, let’s set up a call and go through the detail together.

0499 384 622 / design@paulhajj.com

Back to top ↑

Cartology / Ads Manager

Scaling a new platform responsible for $500m+ in revenue

Design Leadership

Platform design

SaaS

Deep-dive available

2024-25

CLIENT

Cartology / Woolworths Group

INDUSTRY

Retail media, Advertising

ROLE

Principal consultant

PROJECT TYPE

Design Leadership / SaaS design

Context

Cartology is the retail media business of the Woolworths Group. It connects brands with shoppers using first-party customer data across Woolworths' digital and physical locations.

 

The business had seen continued success since its inception, generating ~$500M in annual turnover, but the engine under the hood was still largely manual.

ChallengeS

Manual dependencies

Commercial growth ($500M+) had completely outpaced design maturity, leading to massive manual overhead.

 

Underserved clients

The lack of a self-serve platform limited the business to prioritise high-touch enterprise clients only.

 

Non-scalable design framework

No internal design framework or component library existed to support rapid, scalable product development.

Opportunity

ESTABLISH DESIGN FUNCTION

Lead the ELT through a strategic pivot, moving the business from a manual service model to a design-led product strategy.

Platform design

Ramp up scale and cadence of platform design and development, refine existing UX/UI and design and integrate new user experiences.

Outcomes

NEW DESIGN FUNCTION

Led and grew the design team, consolidated design systems, introduced rituals and increased design quality and output across multiple squads.

refined platform experience

Consolidated and refined existing design libraries, led discovery and design for new reporting and analytics functionality.

BUSINESS MAPPING

Used service blueprints to highlight and communicate bottlenecks of internal processes, bottlenecks.

Deliverables

01 State of design, product and processes audit

02 Vision for product design function and framework

03 Competitor exploration and mapping

04 Refreshed UI and component library

05 Post campaign reporting and analytics

06 Scaled design function

Project overviews are intended to provide a snapshot of the work. Deep dives covering process, trade-offs and decision-making are available but require a bit more discretion. If you’re interested in seeing more, let’s set up a call and go through the detail together.

0499 384 622 / design@paulhajj.com

Back to top ↑