INDUSTRY:
ADVERTISING & MARKETING
CLIENT:
ADSKATE
YEAR:
2025
EXPERIENCE:
PRODUCT STRATEGY
Building AdSkate's Platform Future
project overview.
Transformed AdSkate's AI-powered creative analytics platform through comprehensive user research and strategic product planning. Led a cross-functional team to design platform expansion that bridges technical capabilities with market demands across three key verticals: direct-to-consumer brands, digital agencies, and higher education marketing.
the challenge.
Unclear value communication
With many components and features, AdSkate struggled to crisply communicate value and capabilities to its various target markets
Fragmented market approach
Despite selling into different segments (consulting vs. ad agencies), they lacked a systematic product/platform and vertical marketing strategy
Untapped AI potential
The company had invested in sophisticated agentic-AI capabilities, but couldn't effectively position or monetize these features as part of their platform offering
Revenue growth constraints
Without clear positioning as a platform, AdSkate couldn't attract its target market effectively, limiting customer acquisition and ultimately revenue growth
approach.
Research-Driven Strategy
Conducted comprehensive user research, including:
12 subject-matter expert interviews with senior marketers across industries
49 survey data points from target user segments
Competitive analysis of 6 major platforms in the creative analytics space
Heuristic evaluation to identify critical UX barriers
Cross-Disciplinary Problem Solving
Applied my unique background combining computer engineering, HCI research, and product strategy to:
Translate complex AI capabilities into user-centered features
Design a scalable platform architecture supporting multiple verticals
Create a data-driven product roadmap with measurable success metrics
result.
Vertical-Specific Platform Strategy
Discovery
Different user types needed fundamentally different workflows and features.
Solution
Designed three specialized platform experiences:
D2C Brands: Cross-channel performance analytics and competitive intelligence
Digital Agencies: Collaboration tools and brand voice consistency features
Higher Education: Campaign goal alignment and pre-launch validation tools
AI Integration Framework
Discovery
Users struggled to understand and trust AI-generated insights without context.
Solution
Developed "reasoning-first" AI recommendations that provide:
Clear explanations for why specific creative elements work
Real-time competitive trend analysis
Campaign goal-aligned insight generation
Workflow Integration Strategy
Discovery
Marketers lose significant time consolidating data from multiple platforms.
Solution
Designed an integration strategy with productivity tools (Slack, Asana) and created a unified dashboard, eliminating workflow fragmentation.
Maya Bennett
Founder & CEO
