Turning a patchwork internal tool into a system the whole team could use, and the devs could build.
50+
Components
40+
Variables
20+
Screens
Delivered
Style guide · Icon library
- Problem
- Inconsistent UI and duplicated components made Innovid's internal ad-building tool hard to use and slow to build.
- My role
- I was the only designer. I built and documented the system and handed it to the devs, with my lead helping on QA.
- Impact
- Design cycle time down 25%, with one consistent UI for designers and devs.
Innovid’s internal tool for building CTV ads
CTV Composer is Innovid’s internal platform for building interactive Connected TV (CTV) ads. Designers and developers use it to put together layouts and dynamic elements without coding every interaction.
Duplicated components, inconsistent behavior
Components had been duplicated over time, and the same interaction could behave differently from one panel to the next. Simple tasks took longer than they should have.
Starting from an audit
Refine before rebuilding
The platform was already in use, so I started with an audit. I kept what worked and merged the duplicates into reusable components, so the team could keep working while the system came together.
Design for two audiences
People across the team use Composer every day, and the devs had to build every piece of it. So I defined every state for every component (enabled, active, disabled, selected), and the devs could build from the file without coming back to ask.
Organize it the way the product works
Icons and patterns are grouped by where they live in the tool: timeline, panels, navigation, alerts. Designers and devs find things the same way users do.
Document it, then hand it off
I documented every component, state, and pattern and handed the system to the dev team, from foundations to complete screens.
Design cycle time down 25%
Faster workflows
Standardized components and patterns cut design cycle time by 25%.
Better user experience
With one interface and clear guidelines, people found things faster and made fewer errors.
Business value
Features shipped faster, and Innovid's clients got a more reliable product.
Explore the full system
Everything I designed for Composer: style guide, icons, components, navigation, and complete screens.
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