56 active beta users · averaging ~1,000 sessions — protecting Google Ads budgets from fraudulent traffic, showing users exactly why each session was flagged.
Ciaro is a CRO platform protecting Google Ads budgets from fraudulent traffic and giving marketers transparent, evidence-based insights into campaign quality. Unlike competitors who simply block fraud, Ciaro shows users exactly why a session was flagged — giving them the evidence chain behind every decision.
Started from zero: idea → research → product scope definition → full UX/UI design → led team through Phase 1.
Deciding which data deserves a chart vs table vs tooltip vs filter — at scale, with complex fraud metrics.
Every placement decision directly impacts whether users understand the product or feel overwhelmed.
Built a data hierarchy framework that maps fraud signal complexity to the right presentation layer — charts for trends, tables for evidence, tooltips for definitions, filters for exploration.
Amateur and advanced users need different interfaces — but building two separate products wasn't the answer.
One user preference should adapt the entire dashboard, not just a section of it.
Profile-level view toggle that adapts the entire dashboard: charts simplify, tooltips expand, table columns increase, filter controls deepen — all based on one user preference.
Trial users (beta invite), new self-serve users (landing page), and returning paid users all have different contexts and access levels.
Forcing one onboarding path onto three user types causes friction for all of them.
Designed three distinct onboarding journeys converging into a single product — each path acknowledges the user's context before asking anything of them.
Competitors tell users a session was fraudulent. Users can't act on a verdict without understanding why it was flagged.
Showing the evidence — not just the outcome — transforms the product from a black box into a transparent partner.
Designed the Session Detail drawer as a clear verdict: bot behavior patterns, click storm signatures, VPN/proxy flags, short session anomalies — structured as a readable chain, not a data dump.
The product's value was framed in technical metrics users didn't immediately connect to their business.
The real value isn't fraud detection — it's money saved. Fraudulent sessions × average CPC = real dollars.
Made business impact the single most prominent number. This design decision transformed the product's value proposition from technical tool to business protector.
One profile-level preference reshapes the entire dashboard. Some users want it clean and scannable; others want the full picture — so advanced mode adds charts, deepens every tooltip, expands the tables, and opens up more filters. Same dashboard, sized to how much detail each user actually wants.
Every protective action — IP bans, campaign pauses, manual reviews — surfaces in a chronological feed. Click any row to open the evidence chain: risk signals, behavior patterns, and network anomalies, organized as a clear verdict instead of a raw data dump.
The original chart led with fraudulent sessions blocked — a technical metric only the engineering team could love. I reframed it around budget protected: sessions × CPC = dollars saved. One calculation moved the product from technical tool to business case. The number a marketer takes to their CFO is the number that gets the renewal.
An analyst doesn't open one chart to assess traffic quality — they need to compare signals across pages per session, return rate, session health, duration patterns, and the funnel. The dashboard was built for that cross-referencing: every signal an analyst needs to judge a session, on one surface.
Design System
Most design systems are lookup tables. This one is three layers: primitives never used by components, semantic tokens that re-bind on theme change, and component tokens that cascade automatically. Toggle the theme to see the architecture work — the components don't know dark mode exists.
These values never change. Components never reference them directly.
Primitives stay locked. Semantic tokens resolve differently per theme. Components only know component tokens.
Different style per size. Hover any button to see its spec.
+ 4 more styles available: Secondary Filled, Confirm-Outline, Cancel, Cancel-Outline.
Rubik. Tabular numerics for KPIs and tables.
Components only know component tokens. Theme changes cascade through the architecture automatically.
