What if Business Analysts could optimize live digital ad campaigns in minutes—without relying on scarce Data Scientists or clunky legacy tools?
At Valassis, expertise drives client success, but managing complex digital campaigns meant heavy dependence on technical specialists using Python, R, and custom notebooks. This created bottlenecks: knowledge gaps, unbalanced workloads, slow adjustments, and rising costs—risking client results and internal efficiency.
We built Tuner: a powerful new web application that empowers less-technical Business Analysts to monitor, optimize, and collaborate confidently—deprecating legacy systems and unlocking faster, smarter campaign performance.
The Mission
Close the expertise gap and deliver a scalable tool that lets Analysts:
- Make precise adjustments to live campaigns
- Balance workloads and share insights easily
- Drive better ad spend efficiency and consumer savings
Core Team:
- Dane Wesolko – Sr. Interaction Designer
- Clay Porter – Sr. Visual Designer
- Landon LaPorte – Sr. User Researcher
- Patrick Lawson – User Researcher, Intern
The Journey: Research-Driven, Collaborative, Scalable
We started smart:
- Experimental interface with Data Scientists to capture real optimization patterns
- In-depth interviews, contextual inquiries, and workflow analysis exposing pain points
- Collaborative design workshop with task modeling and user sketching for direct input
- Application architecture diagram to scope a comprehensive, future-proof product
Rapid iteration in Figma: static wireframes → interactive prototypes → annotated high-fidelity designs built on existing components for consistency. Usability testing and cross-team grooming ensured precision and timelines.
This user-first approach minimized risk, validated direction, and secured leadership buy-in for an iterative, scalable rollout.
Key deliverables:
- Usability-tested designs handed off to engineering
- Workflow/task analyses
- Interactive prototypes as vision tools
The Impact
Delivered in prioritized sprints over two quarters, Tuner became a game-changing product that:
- Speeds campaign monitoring and optimizations
- Enables workload sharing and internal collaboration
- Reduces operating costs by democratizing expertise
Internal teams gain quick performance insights, seamless communication, and confidence in adjustments. Clients benefit from optimized ad spend and greater savings—while Valassis sunsets legacy dependencies.
Decision-makers feel relief from bottlenecks, optimism for efficient operations, and pride in a modern tool that elevates team capability and client outcomes.
Through developing an experimental interface, internal product research, and brainstorming sessions, we collected essential data that shed light on the current situation and helped shape the project’s direction.
Ready to Modernize Your Ad Operations?
I transform complex workflows into intuitive platforms that reduce legacy reliance, empower teams, and deliver measurable ROI.
Struggling with campaign efficiency, skill gaps, or outdated tools? Let’s tune your success. Contact me today.