Embedded Files
2025-2026
This project focused on a well-established video publishing platform used by large brands to manage and distribute content at scale. The product was deeply embedded in existing workflows, making it both powerful and difficult to change.
At the same time, the business wanted to expand beyond enterprise clients and reach a new audience of smaller creators. This shift required the product to become significantly more intuitive without losing its depth.
My tasks included auditing the existing product, conceptualizing UX improvements, creating a design system, and supporting research studies.
My Role
Product Designer (UI/UX), User Researcher.
The Challenges
Fixing core workflows that clients relied on and making the product accessible to a new generation of creators without compromising its power.
The Results
A clearer, more scalable platform structure, supported by high-impact UX improvements where they mattered most.
Key Takeaways
Redesigned a complex, enterprise-heavy platform to support both experienced users and a new generation of creators, without compromising depth.
Simplified and restructured core workflows around real user behavior, reducing friction and improving continuity across the product.
Established consistent interaction patterns, UX writing, and visual hierarchy, turning a fragmented experience into a cohesive system.
Improved data clarity by prioritizing meaningful metrics and introducing more effective visualizations, making insights easier to act on.
Built the foundations of a scalable design system, enabling future features to be added without reintroducing inconsistency.
The Project
Note: To maintain confidentiality, as this tool is not publicly available, content and visuals have been reworked. No real client data is shown.
Initial Challenge
The platform had been adopted by clients many years ago, and, over time, it started to grow feature by feature, without a consistent structure tying it all together. This resulted in cluttered interfaces, inconsistent behaviors, and a steep learning curve.
What worked for experienced users became a barrier for everyone else, so the challenge wasn’t just to simplify: it was to do so without breaking the workflows that existing clients relied on daily.
The Approach
I started with a full UX audit to understand where the experience was breaking down. Instead of looking at screens in isolation, I focused on how people actually moved through the product: where they hesitated, what they ignored, and what felt unnecessarily complex.
Being new to the platform helped. I experienced it the way a new user would: where things felt unclear, where flows broke, where the logic didn’t hold up.
This quickly revealed a pattern: The product didn’t feel complex because it was powerful, it felt complex because it was inconsistent.
Snapshot of some handwritten notes on potential UX fixes
From there, the work focused on three main areas: structure, clarity, and consistency.
Restructuring Around Real Workflows
One of the biggest shifts was moving away from system-driven organization toward user-driven flows.
Content that was previously scattered across different sections was regrouped based on how people actually used it. For example, top-performing videos were moved into Analytics, where users naturally look to evaluate performance.
Similarly, the Marketplace and Content Library were merged into a single unified view. Since both essentially served as sources of video content, separating them added unnecessary friction. Bringing them together made the experience feel more coherent and easier to navigate.
Other relevant sections that dealt with content (such as playlists) were also merged into this unified content view; less jumping between sections equals more continuity.
Overview of the main changes in the newly unified content view of the dashboard, mainly focusing on it being home to every type of content and the marketplace content switch.
Reducing Noise, Not Capability
Simplification wasn’t about removing features: it was about removing friction. A key part of the work was simplifying the interface without removing functionality to support both power users and new users without overwhelming either.
This meant getting rid of elements that didn’t add clear value, and deprioritizing secondary information so that the most important actions and data could stand out.
A good example of this was replacing a large floating “+” button with a structured action bar. The button took up valuable space without adding clarity, while the action bar allowed key actions to be grouped in a consistent, predictable way across the platform.
Comparison of the old structure with a big plus button to add a new video within the content cards, and a search field and add content button on the top part of the screen, to the new view, in which those two elements move down to an action bar, not only freeing up more space for the actual content, but also helping unify behavior for other sections.
A lot of the friction came from small, fixable things.
Inconsistent naming
Unexpected behavior
(e.g. misleading icons, non-editable fields that look editable)Weak hierarchy
Poor grouping
These add up and significantly impact users’ experiences.
So the focus was simple: make things behave the way people expect.
Clear hierarchy so important information stands out
Strong distinction between editable and static elements
Tighter grouping to reduce scanning
Clear copy that says what it means
Making Data More Useful
The analytics experience was another area where simplification had a big impact.
Instead of overwhelming users with data, the focus shifted to highlighting the metrics that actually matter (and this was based on actual testimonies from actual clients). Secondary information was still available, but no longer competing for attention.
We also moved away from using the same chart type for everything, introducing more appropriate visualizations to better reflect how the data behaves. This made insights easier to grasp at a glance.
Before and after screens showing the analytics section of the platform.
Building a Foundation for Consistency
To make these improvements sustainable, I contributed to building a design system almost from scratch.
This included:
Defining standardized components and interaction patterns
Defining clearer input behaviors
Aligning UX writing across the platform
Input fields, in particular, were redesigned to better guide users and reduce errors
The goal wasn’t just to fix existing issues, but to prevent new ones from emerging as the product continued to grow.
Not just cleaner and scalable, but also sustainable.
Impact
The result was a platform that feels significantly more approachable without losing its power.
New users will be able to get started faster, while existing clients benefit from a more consistent and predictable experience. At the same time, the product now has a clearer structure and foundation, making it easier to scale as new features are introduced.
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