UI/UX
Data Visualization
Ad Tech
Cross Screen Media
Four years unifying audience discovery, media planning, and campaign measurement into one political advertising platform.
Four years unifying audience discovery, media planning, and campaign measurement into one political advertising platform.
Unify outdated, disconnected political advertising tools into one platform and make dense analytics feel intuitive.
Lead Product Designer across core workflows, research, and cross-team alignment over 4 years.
Legacy UX, high data density, and many stakeholder needs (sales, CS, data science, engineering).
The platform became one product. Revenue grew 300% over the same period.
Most political advertising tools either drown people in raw data or oversimplify the insights. Ours was no exception, and its services had never been connected. The job: make complex data feel intuitive.
What I owned across four years:
Drag-and-drop voter segment building with real-time audience sizing.
A consistent chart, table, and palette library across the platform.
Rebuilt the design system on MUI6. Builds that took days now take hours.
Campaign measurement reporting across TV, Digital, and CTV.
The interface and UX flow for TV-specific analytics.
Built the research function from scratch; its processes are still in use today.
An internal update format the whole company adopted, the CEO included.
One visual language across product, website, and social.
The Audience Builder is where agencies define who they want to reach. I rebuilt it over two years, on a full year of research with campaign managers, account managers, media planners, and the directors making the calls, and turned a confusing multi-step wizard into a real-time builder.
I worked through dozens of variations with engineering and data science to put relationships on one screen that nobody had visualized together before.
Heat-mapped tables compare segments across geography, demographics, and media markets at a glance.
Filter, sort, reorder, export. Everything updates live as the audience changes.
Color-coded density makes concentrations visible without reading a single number.
The Figma files I inherited were a mess: inconsistent components, stray hex codes, concepts that didn't match production. I rebuilt everything on MUI6 with the front-end team. Builds that took days now take hours, and design and engineering share the same building blocks.
"I had the privilege of working closely with Andrei for four years, and I can say without hesitation that he is a rock star teammate.
Andrei is incredibly creative and brings a true multi-disciplinary approach to every challenge. He connects product, design, engineering, and business strategy in a way that drives real outcomes, not just ideas.
I was genuinely sad to see him go, but any organization would be lucky to have him."
"Beyond being a talented Lead Product Designer, Andrei is never afraid of a challenge. He built our user research function from the ground up, designing all of the processes and frameworks we still use today. He has a genuine gift for drawing out honest, actionable feedback from customers.
Any team would be lucky to have him."