Ladorian — Product Design Lead

UX/UI redesign and creation of a Design System for an AI Retail Media SaaS platform.

Ladorian needed to evolve their platform experience to support the product's growth, improve navigation, and build a more consistent and scalable design foundation.

As Product Design Lead, I worked on the evolution of version 5 of the software, leading the UX/UI redesign, reviewing complex flows, information architecture, and creating a design system prepared to grow alongside the product.

Role

UI Lead · Design System Specialist

Company

Iberia / TobeIT

Year

2022 – 2024

platforms

Figma

COMPLETE PROJECT

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My role

I led the product design process for the evolution of the platform, working from the understanding of the problem to the definition of UX/UI solutions.

My work included product analysis, user research, flow reviews, screen redesigns, prototyping, and the creation of a scalable Design System.

I also guided design decisions alongside product and development, striving to make each solution clear to the user, viable for the technical team, and consistent with business evolution.

The challenge

Ladorian is a SaaS platform oriented towards AI Retail Media. Its product combines campaigns, content, business rules, devices, broadcast points, and results measurement.

As the platform grew, the complexity of use also increased. The challenge was to organize that complexity without losing functional depth: making the experience clearer, more consistent, and easier to evolve.

The platform needed a more solid structure so that users could work with complex information, make operational decisions, and manage campaigns more efficiently.

Leadership of a complex B2B product

Ladorian combined campaigns, content, devices, broadcast points, business rules, data, and different user profiles. My role was to help this complexity be understood, operated, and evolved in a clearer way.

I led the design work from product analysis and research to the definition of architecture, workflows, interaction, prototypes, and design system.

The UX direction was built together with product and development, connecting user needs, business goals, and technical feasibility. The prototypes made it possible to review scenarios, resolve ambiguities, and make decisions before moving towards implementation.

How I approached it

Analysis of the product and its flows

The first step was to understand the logic of the platform: how campaigns were configured, how content was managed, what information users needed, and where the main frictions appeared. We analyzed existing screens, user journeys, and patterns to detect inconsistencies, duplications, and opportunities for improvement.

This work made it possible to identify which parts of the product needed more clarity, which actions should be prioritized, and what structure could best sustain the platform's growth.

Information architecture redefinition

We worked on a new organization of content, modules, and pathways to facilitate navigation within the product.

The focus was on simplifying access to key information, reducing cognitive load, and streamlining complex processes without eliminating the functional depth that a B2B platform required.

The architecture needed to help users understand where they were, what they could do, and what decisions they needed to make at any given moment.

User flow design

We defined and reviewed the key user flows to represent main tasks within the platform.

These helped connect user needs, business rules, and technical structure, facilitating clearer conversations with product and development. The goal was for each user journey to have a more direct, consistent, and easy-to-maintain logic in future iterations.

UX/UI redesign of version 5

Based on the defined architecture and flows, we work on the visual and interactive evolution of the platform.

We design interface proposals aimed at improving information hierarchy, readability, consistency between modules, and efficiency in frequent tasks.

Creating a scalable Design System

One of the main focuses was to create a common design foundation to organize the interface and accelerate future product evolutions.

The system included reusable components, interaction patterns, visual criteria, and a structure designed to improve collaboration between design and development.

Prototyping and decision making

The prototypes made it possible to explore solutions, review behaviors, and facilitate decision-making before moving towards implementation.

They also functioned as a communication tool with stakeholders, product, and development, reducing ambiguities and helping to validate the design direction.

How I approached it

Analysis of the product and its flows

This work made it possible to identify which parts of the product needed more clarity, which actions should be prioritized, and what structure could best sustain the platform's growth.

Information architecture redefinition

We worked on a new organization of content, modules, and pathways to facilitate navigation within the product.

The focus was on simplifying access to key information, reducing cognitive load, and streamlining complex processes without eliminating the functional depth that a B2B platform required.

The architecture needed to help users understand where they were, what they could do, and what decisions they needed to make at any given moment.

User flow design

We defined and reviewed the key user flows to represent main tasks within the platform.

UX/UI redesign of version 5

Based on the defined architecture and flows, we work on the visual and interactive evolution of the platform.

We design interface proposals aimed at improving information hierarchy, readability, consistency between modules, and efficiency in frequent tasks.

Creating a scalable Design System

One of the main focuses was to create a common design foundation to organize the interface and accelerate future product evolutions.

The system included reusable components, interaction patterns, visual criteria, and a structure designed to improve collaboration between design and development.

Prototyping and decision making

The prototypes made it possible to explore solutions, review behaviors, and facilitate decision-making before moving towards implementation.

They also functioned as a communication tool with stakeholders, product, and development, reducing ambiguities and helping to validate the design direction.

How I approached it

Leadership responsibilities

Provide direction for the redesign of version 5.
Organize and prioritize experience issues.
Guide research, architecture, and interaction design.
Facilitate decisions with product, technology, and stakeholders.
Maintain consistency through a scalable Design System.
Participate hands-on in flows, prototypes, and interface solutions.

Impact

Lighter product

The new structure helped organize the experience and make complex tasks easier to understand within the platform.

Three of Clubs

Greater visual consistency

The Design System allowed for the unification of components, patterns, and design criteria across different areas of the product.

❖

Better scalability

The platform was left with a more prepared foundation to incorporate new features and sustain the evolution of the product.

☺︎

More efficiency among teams

The components, flows, and prototypes facilitated collaboration with development and reduced ambiguity during decision-making.

Learning

This project reinforced the importance of designing complex SaaS products from a systemic perspective.

When a product combines data, business rules, campaigns, and different user profiles, design cannot be limited to solving screens. It needs to build structure, shared criteria, reusable patterns, and a foundation that allows for evolution without losing consistency.

At Ladorian, design functioned as a steering layer to make product complexity clearer, more usable, and scalable.

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