CommerceIQ powers paid advertising for brands like Colgate, P&G, Tom’s of Maine, and Palmolive on Amazon and Walmart. The platform manages over $2 billion in annual ad spend across campaigns such as Black Friday sales and product launches. Multiple brand managers use CommerceIQ to oversee their individual budgets and campaigns.
Despite this scale, managers spent more than 8 hours weekly navigating tedious spreadsheet workflows, exporting data, building pivot tables, and manually recalculating bids. These error-prone tasks risked millions and undermined confidence in automation.
At 3 AM before Black Friday, during user interviews and research, a Colgate brand manager shared the high-pressure reality:
"If I miscalculate in Excel, that’s six figures gone."
Brand Manager,
P&G
toothpaste
Product Bidding
Strategy
Product Bidding
Strategy
Product Bidding
Strategy
Product Bidding
Strategy
Winning bid
Brand Manager,
Palmolive
Brand Manager,
Colgate
Brand Manager,
Tom's of Maine
Impact
My Role
Lead Product Designer on a four-month redesign, collaborating with PM, engineers, and data scientists. I designed transparent AI features to replace spreadsheets, helping brand managers make faster, confident decisions. I also mentored junior designers on enterprise UX best practices.
Solutions
01 Empowering Users with Immediate Insights
I designed a live dashboard that replaced slow CSV exports, enabling brand managers to instantly access and interact with critical performance data.
02 Spotlight AI Recommendations instill confidence through clarity
The “Spotlight” feature transparently explains AI-driven budget suggestions, helping users understand and trust automation with easy override options.
03 Bulk Strategy Builder simplifies complex bid adjustments
I created a flexible grid editor that allows users to efficiently manage hourly bids with multi-select, conflict alerts, and undo capabilities, eliminating manual errors.
