Founding UX lead architecting InMobi’s agentic self-serve platform across multi-format, multi-platform inventory.

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agentic self-serve
ad platform for smb owners

Founding Designer


As Founding UX Lead for InMobi Accelerate, I defined the agentic UX architecture that unified fragmented formats (Search, Shopping, Reels, Shorts) into a single, adaptive workflow.


The goal was not to redesign dashboards, but to replace static configuration with workflow intelligence.


We built an intelligent decision layer that proactively guided performance-led advertisers across multi-platform inventory.

The Zero-to-One ambition

this wasnt another dashboard

and I was both excited & terrified as a founding designer !

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architecting an

autonomous Ad platform

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MULTI-FORMAT APIs

(Video, Native, Display)

CROSS-PLATFORM

POLICY ENGINE

(Meta, Google, TikTok)

ADAPTIVE

USER PROFILES

(Novice to Expert)

REAL-TIME

BIDDING LOGIC

Goal:

Single-Pane Simplicity

CORE

Glance Pulse was a real-time
consumer insights platform
that leverages Glance’s lock
screen ecosystem to gather
fast, actionable feedback from
millions of users.

New redesigned grid question

The friction point demistifying a fragmented ecosystem

Accelerate’s core challenge was to replace platform-hopping workflows with a single, intelligent interface optimized for advertiser intent across channels.

The intent

Core Challenge

The problem wasn’t interface complexity. It was ecosystem fragmentation, multi-format APIs, policy engines, bidding logic, and user expertise all colliding in one flow.

Ad Setup

Core challenge

People weren’t dropping off because they didn’t want to advertise. They were dropping off because the system made them feel stupid, even when they weren’t.

Ad Setup drop off

Core challenge

For performance-led advertisers, this wasn't just a usability issue; It was a barrier to effective spend.

Cost vs spend

Core challenge

And the systemic challenge here ?

Orchestrating chaos at Scale !!


Drawing from my experience with GLAM ( glance demand side platform ), I knew ad platforms aren't just products; they are volatile ecosystems.


Accelerate had to unify multiple inventory surfaces, enforce diverse platform rules, and cater to a spectrum of user expertise all within a single, self-serve interface.


The design challenge was to abstract this immense backend complexity into a simple, front-end clarity.

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why was it difficult ?

Ad platforms are not products. They’re ecosystems with rules from every corner.


"One Click, Many Challenges: Cracking the Code of Attribution for performance ads"

  • KEYWORD FAILURE

    Search

  • Analytics

    FAILED CAMPAIGN

  • Search

    POLICY ERROR

    Display

  • Commerce

    SLOW OPS

  • Search

    Unified

  • Social

    Structured

  • Video

    Optimized

  • Analytics

    Centralized

Glance Pulse was a real-time
consumer insights platform
that leverages Glance’s lock
screen ecosystem to gather
fast, actionable feedback from
millions of users.

New redesigned grid question

The moment that changed everything !

More control felt safer . but safety was'nt the problem SMBs had!!.





The team said manual.

The research said otherwise.


"The team's default was to build a manual flow. More control, less risk.

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I wasnt convinced !

" Not even a bit !

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"I ran interviews with SMB owners across Southeast Asia. What came back was'nt a request for more controls, it was exhaustion.

What the interviews

actually said ?

Want the full picture?

"I compiled the competitive audit + interview synthesis into a report and presented it to the entire org. It directly influenced the product direction."

Request Report

A 5 month sprint to MVP & GTM

People see the final UI and say “looks smooth.” What they don’t see:This wasn't a linear process; it was a high-velocity fight to bring a complex vision to life. From mapping system chaos in July to a final, unified MVP merge in December.






I led the design through user interviews ,rapid iteration, psychology-driven error handling, and adaptive flow experiments.

The final push was a testament to the team's resilience and our shared commitment to the product vision

Scope tightened : agentic first

Cadence:

Weekly design reviews · Bi-weekly scope resets · Continuous dev alignment

Sprint velocity increased each month

Mapping

Problem framing & constraints

Decision: What not to build

Prototyping

Exploring interaction models

2 interaction models explored

Testing

Rapid validation loops

Weekly feedback loops

Iteration

Reducing friction

Friction hotspots removed

Launch

MVP shipped

Scoped, stable, shippable

LIVE: Friendly SMB's

5 months. One MVP. Zero wasted cycles.

July → September


Mapping system chaos

User Interviews Understanding rules.

( google +meta +microsoft )



Breaking down requirements. Sleepless nights. Zero weekends.

October → November


Real agentic UX work began.
Experiment → break → rebuild.



Psychology-driven error handling.
Adaptive flows. Persona mapping. Structure stabilizing.

December (till Dec 4)


Final merge into one unified MVP.
The big push.


The “don’t crash now” phase.
And the moment everything came together.


This was not a straight line.
It was a fight.

The day everything unblocked

Engineers. PMs. Leadership. The entire team was frozen — no one could visualize the end-to-end experience. The product had stalled.




Nobody in the room knew what agentic looked like. Including me!!


The flow that moved teams - one conversation away.

Ping me for the walkthrough


NDA PROTECTED

The Ai Frontier - designing for trust & agency

Moving from static UX to agentic design required a fundamental shift in mindset. I wasn't just designing screens; I was designing behavior, judgment, and tone.





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accelerate

i had nights where my brain ran

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  • what if the agent recommend something wrong ?

  • How do i show errors without overwhelming

    people?

  • How do i design Ai help without making

    it feel bossy?

  • how do i

    keep beginners safe & still make experts fast

  • how do i

    keep beginners safe & still make experts fast

  • how do i

    keep beginners safe & still make experts fast

The core challenge was to create an AI that was proactive but not bossy, helpful but not condescending.


Challenge

We had to define how the system would handle errors, make recommendations, and build trust without overwhelming the user.


Challenge


But this was also the fun part.
Because suddenly, the product wasn’t passive
it had an opinion.


And each decision changed how the entire system felt.

That’s when the weight hits you.


I wasn’t designing

screens anymore.


I was designing

behavior.Judgment.

Tone.Flow.

enhancing survey engagement & reducing survey drop off rate

Glance Pulse was a real-time
consumer insights platform
that leverages Glance’s lock
screen ecosystem to gather
fast, actionable feedback from
millions of users.

Omnichannel

Agentic UX

Systems Architect

Growth Catalyst

Visionary

Strategic

Innovation

Systems Thinker

System Thinker Hub

My role went beyond pixels. I was responsible for breaking down immense complexity into actionable design strategies, fostering trust within the cross-functional team, and holding the product vision steady against a brutal timeline.



The design leadership: Bridging vision & Execution

I led the definition of the agentic UX behaviour, ensuring our system felt like a helpful teammate, not a black box.

The mvp outcome: an intelligent partner, not just a tool

By launch, Accelerate had evolved into a true partner for the advertiser. It didn't just accept input; it caught mistakes, explained issues in human language, and auto-corrected problems.


Successfully reduced the cognitive load of ad setup, creating a stable, predictable, and intelligent platform ready for go-to-market."

Reduced Cognitive Load

Simplified decision paths and removed unnecessary mental effort.

↓ 32% fewer decision steps

Proactive Error Handling

Issues were anticipated and explained before users felt blocked.

↑ 41% reduction in support tickets

During MVP phase

Human-Centric Communication

System messages shifted from technical alerts to calm, helpful guidance.

↑ 1.6× task confidence

"Feels like a teammate"

"This project is NDA protected, so I won’t be able to share exact processes, design solutions, or numbers.

however, i can provide a detailed outlook & presentation over a meet or call !

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