Timeline
Team
Deliverables
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.
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.
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.
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.
Feature 02
Progressive disclosure through categorized insight cards
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.
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.
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.
Feature 05
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.
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.
Design Impact
"This is giving our users the confidence to make decisions inside the product instead of taking the data elsewhere."
Designing with purpose.
divya.mavin2@gmail.com
Somewhere between San Francisco - Seattle - NYC
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