Enabling marketers to make confident, data backed budget decisions before spending by turning complex performance data into clear, scenario driven insights.
Enabling marketers to make confident, data backed budget decisions before spending by turning complex performance data into clear, scenario driven insights.
−60%
−60%
−60%
Reliance on spreadsheets
Reliance on spreadsheets
3X
3X
3X
faster budget decisions
faster budget decisions
↑ High
↑ High
↑ High
Planner confidence
Planner confidence
Role
Role
Lead Product Designer
Lead Product Designer
Timeline
2025-Present
2025-Present
Team
Design, PM, Engineering
UX Designer, Sr Designer, Founder, PM
Deliverables
Flows, HiFi mockups, Component Specs, Handoff
Flows, HiFi mockups, Component Specs, Handoff
Need for a design intervention
Need for a design intervention
The interface lacked perceived credibility and system trust, making it feel insufficiently reliable for high stakes decision making.
The interface lacked perceived credibility and system trust, making it feel insufficiently reliable for high stakes decision making.
How might we design a structured and inclusive support system that meets the diverse needs of students, enabling them to navigate the complexities of career decisions seamlessly and make timely, informed choices?
01
We realized users didn’t feel in control or confident in their inputs
02
I saw that the outputs weren’t helping users make clear decisions
03
We identified that unclear system logic was breaking user trust
01
We realized users didn’t feel in control or confident in their inputs
02
I saw that the outputs weren’t helping users make clear decisions
03
We identified that unclear system logic was breaking user trust
01
We realized users didn’t feel in control or confident in their inputs
02
The chart outputs weren’t helping users make clear decisions due to its interpretability constraints
03
We identified that unclear system logic was breaking user trust
Why it matters
AdsGency needed forecasting to drive decisions, not just display data.
Our goal wasn't to show numbers. It was to give marketing teams enough confidence to commit budget inside the product, and guide users with next steps. Without that, the tool had no real value in the planning workflow.
Our goal wasn't to show numbers. It was to give marketing teams enough confidence to commit budget inside the product, and guide users with next steps. Without that, the tool had no real value in the planning workflow.
Performance marketers planning $10k–$100k+ monthly ad budgets across analytics platforms
Performance marketers planning $10k–$100k+ monthly ad budgets across analytics platforms
Users
Core jobs to be done
Simulate budget allocation, see projected outcomes, and commit to a plan, without leaving the product.
Simulate budget allocation, see projected outcomes, and commit to a plan, without leaving the product.
User Decision Journey
I designed our user flow to shift forecasting from a passive visualization tool to an active decision-making end to end system.
I designed our user flow to shift forecasting from a passive visualization tool to an active decision-making end to end system.
Solution: Predictive clarity from first input to final commit.
Solution: Predictive clarity from first input to final commit.
Feature 01
Focused budget input with system status visibility interaction
Our goal wasn't to show numbers. It was to give marketing teams enough confidence to commit budget inside the product, and guide users with next steps. Without that, the tool had no real value in the planning workflow.
Our goal wasn't to show numbers. It was to give marketing teams enough confidence to commit budget inside the product, and guide users with next steps. Without that, the tool had no real value in the planning workflow.
Feature 02
Progressive disclosure through categorized insight cards
In conversations with the team, we aligned on one thing — the output needed structure. Not everything the AI surfaces carries the same weight, so we prioritised separating insights by category. I took that decision into the design, translating it into categorised cards that give each insight type its own space.
In conversations with the team, we aligned on one thing — the output needed structure. Not everything the AI surfaces carries the same weight, so we prioritised separating insights by category. I took that decision into the design, translating it into categorised cards that give each insight type its own space.
Feature 03
Budget lock with constraint enforcement
The lock mechanic lets users pin specific channels at a fixed budget while freeing others for AI optimization. I designed it so users pin what they want fixed, free the rest for AI optimisation, and calculate the best allocation across unlocked channels.
The lock mechanic lets users pin specific channels at a fixed budget while freeing others for AI optimization. I designed it so users pin what they want fixed, free the rest for AI optimisation, and calculate the best allocation across unlocked channels.
Feature 04
Predicted results card group
From client feedback, users needed a concrete output to react to before committing. I designed the predicted results cards so users could see exactly what their budget would return, per metric, benchmarked against their own historical data, giving them a confident answer before committing.
From client feedback, users needed a concrete output to react to before committing. I designed the predicted results cards so users could see exactly what their budget would return, per metric, benchmarked against their own historical data, giving them a confident answer before committing.
Feature 05
Skeleton screen with system status visibility
Before I introduced the load state, users landed on a blank page with no indication of what was coming or how long it would take. In conversations with the team, we flagged this as a trust issue — a blank page before a financial planning tool felt unfinished and uncertain. I designed a skeleton screen that previews the tool's structure while the backend loads, so users always know the system is working and what they're about to interact with.
Before I introduced the load state, users landed on a blank page with no indication of what was coming or how long it would take. In conversations with the team, we flagged this as a trust issue — a blank page before a financial planning tool felt unfinished and uncertain. I designed a skeleton screen that previews the tool's structure while the backend loads, so users always know the system is working and what they're about to interact with.
Feature 06
Redesigning analytics charts for clearer multi-variable readability
Rather than dropping users onto a blank page, I introduced a load state that previews the shape of the tool, surfacing features, so users immediately understand what they're working with and what to expect.
Rather than dropping users onto a blank page, I introduced a load state that previews the shape of the tool, surfacing features, so users immediately understand what they're working with and what to expect.
User Impact
User Impact
"This is giving our users the confidence to make decisions inside the product instead of taking the data elsewhere."
Business Impact
Business Impact
4+ clients onboarded to the budget forecasting feature post-launch. Flagged by investors as a standout feature for client acquisition, with clients independently noting the designs were intuitive and easy to navigate.
Designing and built with purpose | © 2025 by Divya Mavinkurve
