The platform currently manages $5M+ in Google Ads budgets across 3,000+ active users, with 15,000+ campaigns optimized — the system I was responsible for designing and evolving across 2 major versions.
Admoon is a Google Ads management agency that needed a platform to sit between their campaign managers and their clients. I joined when the product was a rough developer-built prototype. I deleted everything and started from zero.
My role: research, UX architecture, UI design, design system, prototyping, and team leadership across 2 major versions and continuous iteration over 3+ years.
A large portion of users lacked the digital literacy to operate the platform independently.
Simplifying the UI wasn't enough. The real solution was empowering admins to operate entirely on users' behalf.
Redesigned the admin role to include full user-side capabilities — creating accounts, charging wallets, submitting orders, managing campaigns. Admins switch between their view and any user's context instantly, without credentials.
Users had diverse payment preferences and multi-currency wallets. Standard checkout was losing orders.
Users wanted to combine payment methods — not choose one.
Real-time combination payment system: split a single order across Dollar, Dirham, and Lira wallets simultaneously with live currency conversion, then pay the remaining balance through an online gateway.
Each order had variables — service wages, currency rates at purchase, account usage, fraud detection fees. A flat refund system would lose the company money or unfairly penalize users.
No off-the-shelf logic could handle this. I had to find and define the calculation formulas myself.
Researched and defined the complete refund formula logic, then designed an admin interface that makes the complex calculation transparent, controllable, and auditable.
When order volume was high, newly purchased accounts sat unassigned. Nobody noticed until a client complained.
The problem wasn't the workflow — it was visibility.
"Sad Order" indicator on the admin dashboard surfacing all unassigned orders at login. Small feature, outsized operational impact.
Many clients were afraid of Google Ads — past mistakes, confusing interfaces, payment complexity.
They didn't need Google Ads. They needed the feeling of control without the complexity.
Simplified Google Ads monitoring view inside the platform — only the data that mattered, no Google Ads knowledge required.
Admins had no structured way to understand their own performance or their clients' behavior.
Admins needed a mirror for their own performance and a behavioral profile for every client.
Full analytics system — admin income trends, sell KPIs, monthly targets with progress tracking, top/bottom user rankings. 10-metric behavioral rating system per client with order success/failure analysis, wallet usage patterns, and payment preferences.
The admin's command center. Income is broken down by service — how much they earn from each offering they sell — alongside total sales and total monthly income. At a glance they see the Sad Order indicator, the latest submitted orders, and lists of new users and new accounts. An activity timeline shows where their performance peaks and where it drops. And they can create a new user directly from here — part of the admin-as-user proxy.
Every client, fully legible — identity, behavior, orders, and wallets in one place.
From a single client profile, an admin sees everything: full personal and legal details (editable in place), the account and campaign managers assigned, and a behavioral score computed from real signals — purchase volume, refund frequency, manager ratings, most-used services, wallet reliance, and more. Below that, the complete order picture — total, successful, failed, and refunded, with each client's share of revenue — then their wallet balances across currencies, payment-method usage, and a full wallet activity history the admin can act on directly, adding or deducting balance. It's the data layer that makes the admin-as-user proxy possible: you can't operate on someone's behalf until you can fully see them.
Users rarely hold their full balance in one currency. So checkout lets them combine wallets — Dollar, Dirham, Lira — in a single payment, converting each at the daily rate and showing exactly what's deducted from where. If the combined balance still falls short, they top up inline and confirm. No abandoned orders over a currency mismatch.
Many clients were afraid of Google Ads — confusing pricing, hidden complexity, past mistakes. So the charge screen makes the whole decision legible: clear package tiers with a recommended option, every fee (commission and anti-fraud) shown up front, and a custom-amount path for clients who want precise control. The anti-fraud system — which later became its own product — is a simple toggle here. The goal wasn't to teach clients Google Ads. It was to give them the feeling of control without the complexity.
A 25-permission role system governing every action across three panels. At the top of the platform, the super admin defines roles — Account Manager, Campaign Manager, Finance, CEO, and more — each with a precise access footprint. Creating a role means setting view and edit rights across 25 features, panel by panel. It's the governance layer that lets a multi-team agency operate safely on one system.
At the top of the platform, the super admin controls the entire user-facing message layer. Banner display adapts per device — dual, single, or none — with its own image slots. Announcements get a live preview, a color, custom text, an action button with a link, and a dismissibility setting, all logged and reusable. One operator coordinates what every user sees, without a single line of code.
All the performance signal clients need — none of the interface they feared.
The same fear, one screen deeper: clients wanted proof the money was working without opening the Google Ads cockpit. So the platform gives them a simplified monitoring view that surfaces only what matters: impressions, clicks, CTR, cost, and budget remaining up top; performance over time; top keywords and search terms; device and hourly breakdowns; and campaign health at a glance. No Google Ads knowledge required. The point was never to make them fluent in the tool — it was to let them read their own results at a glance.
The primitives, tokens, and components behind the platform — explorable.
