Market-Leading AdTech / Data Strategy
Audience Targeting
I led the 0-to-1 inception and V2 revamp of our proprietary Audience Targeting system. By architecting a high-precision engine with advanced Boolean logic (AND/OR/NOT), I transformed raw third-party data into a market-leading product that now contributes to one-third of the company's total revenue every year.
Company
Madhive
Duration
12 Months
Industry
AdTech / Big Data
Scope of work
SaaS Design
Logic Design
Data Visualization
Problem
In 2021, the AdTech landscape shifted from "Broad Reach" to "Surgical Precision," yet existing tools lacked the granular control required for expert users. Local clients were forced into "spray and pray" tactics, wasting limited budgets on broad audiences because they lacked a high-precision interface to express their specific business knowledge.
Challenge
The core challenge was translating immense technical complexity, integrating raw data from dozens of providers and over 30,000 segments, into a usable, high-margin product. I had to engineer a sophisticated Boolean logic interface that supported advanced "AND, OR, NOT" operators while ensuring the system remained intuitive enough to prevent "onboarding fatigue" and a total reliance on re-creating assets from scratch.
Solution
I led the end-to-end design of the Audience Targeting System (v1.0 to v2.0), architecting a modular UI that provides "baseline speed for beginners and tools for mastery for experts". The solution features a Custom Builder with full Boolean ownership, real-time data visualizations for "Targeted Areas," and a modularized logic system that simplifies complex nested segments. I also integrated ML-driven "Segment Recommendations" to help users proactively optimize audience performance and cost-efficiency.
Impact
As the sole designer with full ownership, I transformed this feature into the company’s primary revenue engine, now contributing one-third of Madhive’s total annual revenue. Following the V2 revamp, we achieved a 10x multiplier in audience re-usability and increased task completion rates to 74%. The system maintained a market-leading position as the only player offering custom Boolean "NOT" logic, resulting in a high 4.2 customer satisfaction rate in 2025.
Due to NDA restrictions with Madhive, only a limited portion of my work is publicly available. If you're interested in learning more, please feel free to contact me directly.
User Flows & Edge Case Architecture
I architect detailed User Flows for every feature to ensure a seamless and bulletproof experience across the entire product ecosystem. My process goes beyond the "Happy Path"; I meticulously map out all Edge Cases and error states to anticipate potential friction points before they reach development. By defining these complex functional logics early, I eliminate logic gaps and provide a robust blueprint that ensures consistency, reliability, and a frictionless experience for our expert users in every possible scenario.
Technical Handoff & Interaction Documentation
For every final design version, I author exhaustive Dev Documentation to ensure the seamless translation of design intent into production. By meticulously defining Keyframes, interaction triggers, and motion behaviors, I provide engineers with a clear, technical roadmap for implementation. This systematic handoff process drastically reduces communication overhead, eliminates implementation ambiguity, and guarantees 1:1 fidelity for complex interactions across the platform.