Context
Blings created MP5, a smart video format that combines personalized content, interactivity, and real-time data.
After creators published a video through the Playground, marketing teams used the Platform to manage, customize, distribute, and analyze it.
The Problem
Marketing teams needed control over complex video campaigns without depending on designers or engineers for every change.
The Platform had to support several workflows in one environment, including content editing, data integration, experimentation, distribution, player configuration, and analytics.
The challenge was to make these capabilities accessible without exposing users to unnecessary technical complexity.
Editing text in a video using the platform
The primary users were marketers responsible for managing campaigns and evaluating performance.
Research conducted with the VP of Product, alongside analysis of campaign and data-management tools, defined three goals:
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Organize complex functionality into clear workflows
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Support informed decisions without overwhelming users
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Create a focused environment distinct from the creative Playground
Design Goals
I designed the Platform around the lifecycle of a live video campaign.
Its tab-based structure separated key areas while maintaining a consistent experience across the product.
The Solution
Marketers could edit video content without re-rendering, select scenes, and generate links for specific experiences
Workspace
Performance data was available at both the scene and element levels, including viewer segments, click rates, replays, and device types.
Analytics
Teams could manage project metadata, customize the player, and modify the schema defining each video’s data structure.
Settings
The Platform supported multiple integration methods, personalized landing pages, and dynamic branded thumbnails.
Integration
Users could test variations of images, text, buttons, and scene order to improve campaign performance.
Experimentation
Visual Direction
Unlike the creative Playground, the Platform used a calmer and more restrained visual system.
Blings’ magenta was balanced with whites and grays, creating a focused environment for managing information and making decisions.
I worked closely with product and engineering to organize technically complex capabilities into workflows that felt clear to marketers.
We balanced consistency across the Platform with the flexibility required by different campaign, analytics, and integration tasks.
Collaboration
Impact
Created a unified workspace for managing personalized video campaigns
Enabled marketing teams to update live content without re-rendering
Connected creative editing, experimentation, analytics, and integration
Supported adoption by marketing teams across 11 companies that entered agreements with Blings during my tenure
This project strengthened my understanding of designing for users who manage creative products without being creators themselves.
The strongest solution was not to simplify every capability. It was to organize complexity so users could access the right level of control at the right moment.