Designing a custom audience builder for precision targeting
Building a self-serve experience from scratch was both challenging and rewarding,
providing the freedom to explore, experiment, and innovate.
Summary
At Media.net, I co-designed a custom Audience Builder, taking the experience from concept to execution. Starting with a blank canvas allowed us to explore innovative solutions, while the Select Design System helped accelerate design decisions and maintain consistency throughout the product.
Duration
May - Sept 2025
Role
Product Designer
Tools
Figma, Figma Make
Team
Select
Role & Responsibilities
I collaborated with another Product Designer and two Senior Product Managers to drive the project from discovery through delivery. My role was to:
Research market & analyse competitors
User test & discover user insights
Brainstorm with the product managers and developers.
Wireframe & validate
High-Fidelity Design, define design tokens & comply with accessibility standards
Select Curation Platform
Business Model
Advertisers rely on agencies to reach the right audiences, and agencies need strong insights for better ROI. Curators play a key role by creating targeted inventory packages tailored to campaign needs.
Platform
Media.net’s curation platform helps curators create targeted deals, view impression insights, and manage inventory efficiently, enabling agencies to discover and buy quality publisher inventory.
Problems
Limited Targeting Precision
Curators could not combine or exclude audience segments, resulting in broader and less relevant audience targeting.
Operational Dependency
Curators depended on data providers for custom
audience creation, adding manual effort and slowing deal setup.
Missed Revenue Opportunities
Limited segmentation capabilities hindered premium deal and partnership opportunities.
Goal
The goal was to enable self-serve audience creation, reducing external dependencies, improving targeting precision, and enhancing the curator experience. Our North Star metric was to drive growth in deal revenue from custom-audience deals.
Design Research
I began by partnering with product managers to conduct a competitive analysis. We also leveraged insights from previous user interviews conducted for the Deal Creation workflow, which revealed key audience-building needs and pain points.
To deepen our understanding, we collaborated closely with stakeholders from the business and sales teams, gathering additional insights into customer requirements, market expectations, and existing challenges.
Impact
40% growth in deal revenue
140% increase in deals creation
166.7% increase in curator onboarding
Due to NDA restrictions, the complete case study is available upon request.
Contact: poojaputhran87@gmail.com
Designed by me. © 2026 Pooja Puthran