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AI adtech · Content architecture

Reframing a Privacy-First AdTech Company

Making a sophisticated AI and first-party data platform understandable without reducing it to empty technology marketing.

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Key results

$150M

reported TripleLift acquisition value

70+hours spent on service architecture alone
6 monthsfor rebrand, architecture, and website
6people across strategy, design, and development
2021–2022Acquired post-launch

Project colophon

1plusX

1plusX logo
Role
Project Manager / UX Strategist / Content Strategist
Engagement
6 months
Scope
UX Strategy · Information Architecture · Content Strategy · Project Management
Tools
Adobe XD · Lottie.js

Areas of impact

1plusX operated in a category where the product was technically sophisticated and the market was changing quickly. Publishers and advertisers needed alternatives to third-party cookies, but a website full of AI and data terminology could easily make the offer harder, rather than easier, to understand.

I led project management, UX strategy, and content strategy for the rebrand and website. Shortly after completion, TripleLift acquired the company in a transaction widely reported at $150 million.

The design challenge was not to make the technology look advanced. It was to make its value navigable.
01/03Architecture and content+
01

Architecture and content

Seventy hours before the first polished page

Establishing the service architecture alone took more than seventy hours. The offer connected AI, audience modeling, first-party data, privacy, publishers, and advertisers; visual design could not compensate for a story whose relationships were still unclear.

Content as part of the experience

I worked through the hierarchy and language of the services before treating the site as a sequence of layouts. This created a clearer path from market problem to product capability and helped international stakeholders evaluate the same proposition rather than different interpretations of technical terminology.

The restructured 1plusX site turning a technical offer into a navigable service architecture across breakpoints
From technical offer to service architectureThe restructured site across breakpoints. Most of the work was deciding what the company actually sells, before a single page was designed.
02

Coordination and expression

Using motion to carry meaning

The initial effort had been underestimated, particularly the amount of content and bespoke motion required. Instead of allowing that gap to reduce quality, I coordinated a partner animation studio and integrated Lottie-based sequences into the product story.

An intercultural delivery process

The project brought together demanding stakeholders, designers, developers, and an external motion partner across borders. Clear ownership and frequent alignment kept architecture, copy, visuals, and animation moving toward one outcome rather than four parallel deliverables.

Reflection

Complex products need editorial design

1plusX reinforced that information architecture and content are not preliminary tasks before design. For a technical company, they are the experience through which the market understands the product at all.

Next project

Rebranding a Mature Software Company→