Redesigned the self-serve buying flow, increasing conversion to first spend by 5x

GroundTruth Ads Manager had expanded to support more channels, targeting methods, and campaign configurations, but its core buying flow had not evolved at the same pace. Only 17% of new users entered the previous manual setup experience, and just 4% progressed from signup to spending their first dollar. Working closely with the Product Manager, I redesigned campaign creation to guide advertisers through complex decisions while helping them understand whether their campaign could deliver successfully. Compared with the previous self-serve flow: - Buying-flow entry increased from 17% to 55% - Signup-to-first-spend conversion increased from 4% to 20% - 15% of V2 signups progressed to more than $100 in spend The redesign did more than modernize the interface. It helped substantially more new advertisers enter the buying experience, configure a campaign, and become spending customers.