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

What if your forecasting tool didn't just show you what was coming- but told you what to do about it? That's the shift I designed, and I worked with Claude.ai to poke holes in the logic before a single line of code was written.

What if your forecasting tool didn't just show you what was coming- but told you what to do about it? That's the shift I designed, and I worked with Claude.ai to poke holes in the logic before a single line of code was written.

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. This feature surfaces just enough of what goes into defining the budget, giving users visibility into the system without overwhelming them, so they can understand the logic, build trust, and feel confident committing spend within the product.

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. This feature surfaces just enough of what goes into defining the budget, giving users visibility into the system without overwhelming them, so they can understand the logic, build trust, and feel confident committing spend within the product.

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

I uncovered that users were stuck between rigid manual budgets and opaque automation, unsure what they actually controlled, so I led the introduction of budget lock to let them fix budgets for key channels while AI dynamically optimizes the rest, giving users confidence to commit spend while improving allocation efficiency across channels.

I uncovered that users were stuck between rigid manual budgets and opaque automation, unsure what they actually controlled, so I led the introduction of budget lock to let them fix budgets for key channels while AI dynamically optimizes the rest, giving users confidence to commit spend while improving allocation efficiency across 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 as a preview of the experience

Before I introduced this, users landed on a completely blank screen with no context on what the feature was or what would appear next. I designed a skeleton state that previews the structure of the experience upfront, so users immediately understand what the feature is and what they’re about to interact with, even before the data loads.

Before I introduced this, users landed on a completely blank screen with no context on what the feature was or what would appear next. I designed a skeleton state that previews the structure of the experience upfront, so users immediately understand what the feature is and what they’re about to interact with, even before the data loads.

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.

My thoughts

My thoughts

Working on developer AI tools made me a sharper prompter, and I bring that directly into my design process. Tools like Claude and Cursor helped me rapidly wireframe ideas, pressure-test flows, and generate prototype code for dev handoff. It's not just faster- the work stays grounded in user needs, and that clarity is what drives the speed.

Designing and built with purpose | © 2025 by Divya Mavinkurve