Indra Intelligence is an AI-powered marketing platform: upload a single static product photo, and it generates on-brand ad creative, backgrounds, and marketing assets to match. A former manager brought me on to redesign the product ahead of its public launch. The underlying AI was strong, but the app was built the way an engineer thinks about a system, not the way a marketer actually works.

I came on as lead product designer to redesign the entire application and build its design system from scratch. I worked directly with engineering and marketing to get the product launch-ready for LA Tech Week, against a hard, public deadline.

The existing product was organized around the system’s architecture rather than the user’s task, which made sense to the people who built it and to almost no one else. Research into Indra’s actual users, marketing managers, product managers, and marketing directors at e-commerce brands, surfaced the same frustrations again and again: dashboards that were overly detailed and slow to parse, hours spent manually piecing together content across disconnected tools, and inconsistent creative output caused by bottlenecks in production.

None of it would hold together without consistent foundations, so I built Indra’s design system from the ground up: color and type tokens, component patterns, and state treatments, all named and structured so design and engineering could speak the same language as the product grew fast under deadline.

The core workflow: upload a static product photo, choose a creation type, and Indra generates styled ad creative and backgrounds to match. I designed an Express path for fast, guided generation, and a Custom path for teams who wanted more control over style and attributes.

Indra Intelligence shipped and launched publicly at LA Tech Week in Fall 2025. It’s live today with real clients, including Vans, Good Karma, and Vast. Since this launched recently, there aren’t long-term metrics yet, and the team has continued refining the product fast based on feedback from those first clients.

What started as a request to make an existing interface easier to use turned into a full redesign: a product rearchitected around how marketers actually think, backed by a design system that didn’t exist before I got there.