What?
The platform presented onboarding, submissions, and analytics with the same weight, making the experience feel noisy and hard to prioritize.
Reef needed a cleaner platform story and a more useful dashboard language for creators managing campaigns, assets, and reporting.
Timeline
10 Weeks · 2024
Tools
Figma · FigJam · Maze · Tailwind
Team
1 Product Lead · 2 Designers · 2 Engineers

This project focused on helping creators understand what matters now. The redesign reduced dashboard noise, connected disconnected workflows, and made campaign actions feel far more obvious for users with different levels of platform familiarity.
Reef had the right data, but too much of it was competing at the same visual priority. Creators were forced to decode workflow state instead of confidently seeing what mattered next. The challenge was to transform a dense dashboard into a calmer operating system without stripping away the depth power users actually relied on.
The platform presented onboarding, submissions, and analytics with the same weight, making the experience feel noisy and hard to prioritize.
Confusion was highest right after sign-in and during active campaign cycles, where users needed immediate clarity on deadlines and next actions.
We reorganized the interface around urgency, status, and repeatable patterns so the product felt more guided and less cluttered.
The final system is more task-led and more adaptable. It helps users move through campaign work with less hesitation and gives the team a clearer set of reusable product surfaces.
Make the dashboard feel like a guided workspace, not a bucket of widgets.
Prioritize next actions, connect statuses across flows, and simplify repeated component patterns.
Creators can scan faster, act sooner, and understand campaign state with less effort.
The final experience feels more operational and less noisy. It supports clearer creator behavior, easier team iteration, and a product language that can grow without collapsing into clutter.

BRAND EXPERIENCE
A bold identity and modular digital system for a modern IT studio, designed to make strategy, services, and credibility feel immediately clear.

CAMPAIGN EXPERIENCE
A premium campaign microsite built to convert quickly, stay flexible during launch, and keep seasonal urgency visually disciplined.
Design + Development
Everything From Idea to Deploy