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Product
Designer
2018 — Present
Availability
Open to Freelance
Location
Nairobi, KE
1.2921° S, 36.8219° E
Product
Web
My Role
Lead Product Designer
Collaborators
1 Product Designer, 3 Developers
Timeline
Q1 2025 — Q2 2025
Scope
Product Strategy, AI Integration, Prototyping, Design System
Organization Size
Startup
Staticflow is an AI-powered creative platform that helps brands, marketers, and agencies design, test, and optimize high-performing ad creatives at scale.
By simplifying creative production and iteration, Staticflow enables teams to launch and optimize ads faster while maintaining consistency and performance. This allows marketers to spend less time managing creative workflows and more time driving measurable campaign results.
Some numbers for context
Active Users
Businesses using Staticflow
I led the product design end-to-end, partnering closely with founders and engineers to define the problem, shape the product direction, and deliver a scalable solution. My work spanned discovery, UX strategy, interface design, prototyping, and handoff, ensuring design decisions aligned with both user needs and business goals.
Key Deliverables
Redesigned the Explore Page for discovering, saving, and remixing competitor content
Redesigned the Templates Page to elevate quality and usability
Led end-to-end design of the AI UGC feature
Designed key workflows across Authentication, Collections, and Remix
Built and maintained Staticflow’s design system
Skills
Product Design, UX/UI Design, Interaction Design, Systems Design, Design Systems, Visual Design, Information Architecture, Wireframing, Prototyping, Figma, Component Architecture, Design Tokens, Front-End Collaboration
If you’re short on time, here’s a quick overview of the main milestones, which are detailed further in the UX case. You can also click the link below to dive straight into the solutions and results for each milestone.
Impact
Elevated Staticflow into a premium, market-ready product, contributing to stronger brand perception and positioning
Improved discovery and remix flows, supporting higher engagement across Explore and Templates
Reduced usability friction across core workflows, contributing to faster task completion and smoother onboarding
Enabled quicker feature launches by pairing a robust design system with hands-on engineering collaboration
Client Testimonial
“Ryan absolutely crushed this project. We started with a super basic, kind of bland design and he's completely transformed it into one of the best-looking platforms I’ve ever seen. It seriously looks and feels like a proper, premium product now.
He nailed the exact vision I had in mind for the design style - clean, modern, premium, dark theme, and brought it to life better than I imagined. Plus, he's super easy to work with, quick to respond, and open to feedback the whole way through.
Couldn’t be happier with how it's going. If I could hire Ryan full-time I would.”
Thomas Edward Moro — Founder, Staticflow
Milestone #1
The Explore page was critical for discovering and remixing competitor ads, but its cluttered layout made it hard for users to quickly find, evaluate, and act on ideas. We redesigned the experience to improve clarity, speed up inspiration, and make saving and remixing high-performing ads feel effortless.
Project Goal
Main OKRs
Increase engagement with Explore content by improving scanability, filtering, and visual hierarchy.
Improve save and remix actions by making high-performing ads easier to evaluate and act on.
Reduce time-to-inspiration by helping users identify relevant ideas within seconds, not minutes.
Support revenue growth by making competitor research faster and more actionable.
The Explore page had become a critical but underperforming surface. While it contained valuable competitive ad data, the experience made it difficult for users to quickly find relevant inspiration, evaluate performance, and take action through saving or remixing.
The redesign needed to reduce cognitive load, clarify intent, and turn passive browsing into a repeatable, revenue-driving workflow.
User Challenges
Discovery Felt Shallow and Non-Premium
Users struggled to trust the Explore page as a professional research tool. The experience felt visually flat and lacked clear hierarchy, making ad discovery feel shallow and less credible for serious competitive analysis.
Saving and Organizing Ads Required Too Much Effort
Users often missed the “Save to collection” action or found the flow cumbersome. Adding and organizing ads required multiple steps, making it hard to build and maintain collections during active research.
Users Lacked Context to Evaluate Ad Relevance
When browsing, users couldn’t quickly tell how recent or relevant an ad was. Key details like publish timing, destination URLs, and basic ad context were missing at a glance, forcing unnecessary clicks.
Navigation and Filtering Felt Overwhelming
The top toolbar exposed too many controls without clear prioritization. Users found it difficult to know which filters to apply or how to reset their view, slowing down exploration.
Expanded Ad Views Didn’t Support Deeper Analysis
Opening an ad didn’t provide enough insight to evaluate performance or intent. Users couldn’t easily extract ad copy, estimate performance, or understand why an ad might be effective.
Dynamic Creative Ads Were Hard to Compare
For ads with multiple creative variations, users couldn’t quickly compare formats or messages. This made it difficult to spot patterns or assess testing strategies.
Users Couldn’t Track Competitors Over Time
Users had no way to follow brands or competitors over time. Each session felt isolated, requiring repeated searches instead of offering a personalized, evolving feed.
Old design interface inventory below ↴
By synthesizing feedback from early adopters, internal usage, and market analysis of premium ad intelligence tools, I uncovered gaps in discovery, context, and analysis workflows. These insights informed the Explore page’s structure, surfaced missing decision-making signals, and guided the introduction of features that better support competitive research at scale.
Getting individuals to discuss personal matters on their phones proved to be quite challenging. Who would've thought, right? In the early stages of the project, we interviewed and surveyed over 900 participants to understand their use-cases and struggles.
Our review of competitors—including SwipeBuilder, PipiAds, MagicBrief, Foreplay, CreativeOS, Mailboard, and Atria—revealed a fragmented landscape. Most tools optimized either for volume of ads or surface-level inspiration, but rarely both usability and analytical depth.
This gap highlighted an opportunity to reimagine Explore as a differentiated, premium experience: combining best-in-class discovery patterns with deeper ad context, remixability, and long-term competitive tracking. Early ideation sessions focused on distilling these insights into a cohesive, scalable product direction.
Low-fidelity sketches were used to map end-to-end user flows across the Explore experience, helping define core screens, interaction patterns, and decision points early in the process. This phase allowed us to explore multiple directions quickly, validate assumptions, and organize complex ideas into clear, future-proof flows before committing to high-fidelity design.
The redesigned Explore experience directly addressed key discovery, analysis, and organization gaps identified during research. The new design focused on elevating perceived product quality, reducing friction in ad exploration, and enabling faster, more informed decision-making for growth and marketing teams bringing Staticflow closer to its revenue and adoption OKRs.
Key Outcomes
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Increase feature adoption for collections, saved ads, and expanded ad views
Elevate perceived product quality to support enterprise trust and sales conversations
Enable deeper ad analysis without increasing cognitive load
Support revenue growth by positioning Explore as a core value driver of the platform
After every iteration I led a workshop with the production team, customer support, marketing and legal to validate the idea and benchmark successful/unsuccessful solutions.
If you’re short on time, here’s a quick overview of the main milestones, which are detailed further in the UX case. You can also click the link below to dive straight into the solutions.
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
If you’re short on time, here’s a quick overview of the main milestones, which are detailed further in the UX case. You can also click the link below to dive straight into the solutions.
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
If you’re short on time, here’s a quick overview of the main milestones, which are detailed further in the UX case. You can also click the link below to dive straight into the solutions.
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
If you’re short on time, here’s a quick overview of the main milestones, which are detailed further in the UX case. You can also click the link below to dive straight into the solutions.
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Getting individuals to discuss personal matters on their phones proved to be quite challenging. Who would've thought, right? In the early stages of the project, we interviewed and surveyed over 900 participants to understand their use-cases and struggles.
Introduced a premium, scalable visual system aligned with Staticflow’s positioning
Simplified save-to-collection flows, reducing steps to organize inspiration
Added at-a-glance ad context (publish timing, descriptions, URLs, formats)
Designed richer expanded ad views with performance estimates and AI-driven insights\
Summary
Active Users
Businesses using Staticflow
Milestone #2
Creating market-ready video ads was slow, fragmented, and required stitching together multiple tools, script writing, voiceovers, localization, and visuals, before a campaign could even be tested. The AI UGC feature was designed to remove this friction by enabling users to generate complete, high-quality video campaigns in seconds, directly within Staticflow, using AI-powered scripting, avatars, voices, and multi-language support.
Project Goal
Main OKRs
Reduce average campaign creation time from hours to minutes.
Increase campaign creation completion rate across first-time users.
Improve adoption of AI-generated ads among paid users.
Enable faster experimentation to support revenue growth from creative testing.
Reduce dependency on external tools for ad production.
Ad creation workflows were complex, slow, and inaccessible to many users, especially non-designers and marketers without production resources. The challenge was to design an AI-powered experience that felt fast, flexible, and trustworthy, without overwhelming users or sacrificing creative control.
User Challenges
High Effort to Produce Ads
Users had to rely on multiple tools and manual processes to create scripts, voiceovers, and visuals, making ad production time-consuming and error-prone.
Lack of Creative Confidence
Many users struggled with where to start, what to write, how to structure scripts, or which creative direction would perform, leading to hesitation and abandoned attempts.
Poor Support for Localization
Creating ads for different markets required rewriting scripts, finding new voices, and re-exporting assets, significantly slowing down global campaign execution.
Limited Speed for Iteration
Testing variations of the same campaign was expensive and slow, preventing users from quickly experimenting and optimizing performance.
Through qualitative feedback, internal usage patterns, and competitive analysis of AI-first creative tools, we identified key friction points in ad creation workflows. These insights informed a guided, modular experience that balanced automation with user control—shaping the foundation for scripting, avatar selection, voice customization, and language support within a single, cohesive flow.
Several generations of concepts with a new design were carried out. In the process of this work, there were considered designs that were both conservative and most similar to the current brand, as well as completely new and provocative.
As a result, several concepts appeared that needed to be validated within the team. Some experiments with the Desktop Main Page Design you can find next:
The designed AI UGC experience met its core OKRs by dramatically reducing creation time while increasing confidence, flexibility, and output quality. Users could now generate complete video campaigns ,from script to avatar-led narration, within a few guided steps, enabling faster experimentation and scalable creative production.
Key Outcomes
Unified script writing, voice selection, avatar choice, and language setup into a single workflow.
Introduced a flexible AI-assisted script editor with clear affordances for iteration.
Designed an avatar and voice library that emphasized quality, clarity, and previewability.
Enabled multi-language support without duplicating effort or restarting flows.
Established scalable patterns aligned with Staticflow’s broader design system.
If you’re short on time, here’s a quick overview of the main milestones, which are detailed further in the UX case. You can also click the link below to dive straight into the solutions.
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
If you’re short on time, here’s a quick overview of the main milestones, which are detailed further in the UX case. You can also click the link below to dive straight into the solutions.
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
If you’re short on time, here’s a quick overview of the main milestones, which are detailed further in the UX case. You can also click the link below to dive straight into the solutions.
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
If you’re short on time, here’s a quick overview of the main milestones, which are detailed further in the UX case. You can also click the link below to dive straight into the solutions.
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Getting individuals to discuss personal matters on their phones proved to be quite challenging. Who would've thought, right? In the early stages of the project, we interviewed and surveyed over 900 participants to understand their use-cases and struggles.
Introduced a premium, scalable visual system aligned with Staticflow’s positioning
Simplified save-to-collection flows, reducing steps to organize inspiration
Added at-a-glance ad context (publish timing, descriptions, URLs, formats)
Designed richer expanded ad views with performance estimates and AI-driven insights\
Summary
Active Users
Businesses using Staticflow
More Work
The editor had not had a refresh in almost 4 years. The main objectives for the redesign were to enhance usability by improving current features, resolving pending bugs and UI inconsistencies and introducing new features such as AI, Request Review, and Compare Versions.
I also did:
1. The design of Helpjuice’s Design System
2. File Manager Redesign
3. Translations Feature Redesign
4. Landing Page Redesign
5. About us Page Redesign
6. Dashboard Page Redesign
If you’re short on time, here’s a quick overview of the main milestones, which are detailed further in the UX case. You can also click the link below to dive straight into the solutions.
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
If you’re short on time, here’s a quick overview of the main milestones, which are detailed further in the UX case. You can also click the link below to dive straight into the solutions.
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
If you’re short on time, here’s a quick overview of the main milestones, which are detailed further in the UX case. You can also click the link below to dive straight into the solutions.
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
If you’re short on time, here’s a quick overview of the main milestones, which are detailed further in the UX case. You can also click the link below to dive straight into the solutions.
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
If you’re short on time, here’s a quick overview of the main milestones, which are detailed further in the UX case. You can also click the link below to dive straight into the solutions.
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
If you’re short on time, here’s a quick overview of the main milestones, which are detailed further in the UX case. You can also click the link below to dive straight into the solutions.
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
Improve ad discovery efficiency by reducing time to evaluate and compare competitor ads
