Best Buy Ad Campaign Management Platform
Standardizing and streamlining the workflows that drive millions in retail media revenue.
August - October 2025
Problem
Best Buy’s ad campaign management platform - one of the company’s core retail media tools - had evolved over several years without the benefit of a dedicated, multi-designer team or a unified design system. As a result, the product relied on inconsistent patterns, limited component reuse, and complex workflows that made it difficult for advertisers and internal teams to set up, validate, and launch campaigns efficiently.
Solution
Our team strengthened the ad campaign management platform by introducing the foundational UX structures it lacked. I played a key role in creating the platform’s first reusable component library, establishing consistent layouts, inputs, and validation patterns that replaced previously one-off designs.
All net-new features, including support for new advertiser types and expanded campaign capabilities, were built on this standardized system. This shift transformed the platform into a cohesive, scalable ecosystem that supports rapid iteration and the growing demands of Best Buy’s retail media business.
My Role
Working alongside senior designers, I mapped the end-to-end campaign setup across multiple ad types, standardized UI patterns, and helped build the platform’s first reusable component library to replace previously one-off designs. I also contributed to Flexible Account Access, one of the platform’s most complex initiatives, by designing intuitive, granular permission controls that allowed vendors to manage user roles and campaign access with far greater precision. Throughout this work, I partnered closely with PMs, engineering, retail media stakeholders, and the design system team to ensure feasibility and alignment with enterprise standards. Balancing high-priority feature delivery with long-term UX foundation-building helped our team move faster, reduce design debt, and deliver more consistent experiences for advertisers.
The Result
The strengthened platform now supports ongoing advertising operations and continues to evolve through iterative releases. With retail media contributing millions in revenue each year, the platform serves as a critical engine for Best Buy’s business, which made scalability, reliability, and workflow clarity essential.
Beyond the immediate workflow enhancements, the introduction of standardized components and a scalable UX foundation significantly accelerated design and development velocity. I would be happy to share more about the problem space, my design approach, and the full impact of this work during an interview.
