PostPaddy
I led the design execution and strategy of a Social media management tool
Role
Product Designer
Web Designer
Timeline
Nov 2022 - Jul 2023
Team
1 Designer (Lol, me 😄)
2 Engineers
2 PMs
1 QA
Skills
Product Design
Prototyping
User Research
Overview
PostPaddy is a specialized social commerce tool designed to bridge the gap between social media engagement and business revenue. By integrating directly with platforms like Meta (Facebook & Instagram), Snapchat, and Google Search, PostPaddy enables merchants to manage cross-platform advertising and customer interactions from a single, unified interface. It turns social media from a mere discovery tool into a high-performance sales engine.
Key Metrics
Problem
For modern merchants, the social commerce landscape is fragmented and overwhelming. Most small-to-medium businesses struggle with platform fatigue, where managing separate ad accounts and messaging channels leads to significant operational friction.
Fragmentation
Switching between Meta, Snapchat, and Google dashboards causes "context switching" that reduces productivity by over 40%.
Operational Barrier
Complex ad setups often act as a barrier rather than a bridge, preventing merchants from scaling their reach effectively.
Disconnected Data
Without a unified view, business owners struggle to understand which platform is actually driving their revenue, leading to wasted ad spend.
Research
I utilized a dual-research methodology to understand how merchants interact with social advertising tools and where the current ecosystem fails them.
Competitive Benchmarking
I performed a UX analysis of native ad managers (Meta Business Suite, Google Ads) to identify industry strengths and common pain points in the onboarding process.
Merchant Workflow Analysis
I gathered direct feedback from business owners to pinpoint the technical bottlenecks they face when trying to launch ads across multiple platforms simultaneously.Stakeholder Analysis
User Consensus
Research confirmed that while multi-channel presence is necessary for scale, merchants will only adopt a new tool if the experience feels natural and removes the complexity of native ad dashboards.
Outcome
PostPaddy has successfully transformed how merchants navigate the social commerce ecosystem, providing them with the "immediate velocity" required for high-growth environments.
Increased Velocity
Merchants can now launch multi-platform campaigns 3x faster than using native tools individually.
Higher Engagement
By unifying messaging, businesses reported a significant increase in response rates to customer inquiries.
Future-Proof Infrastructure
The token-first architecture ensures that PostPaddy can scale its features to include AI-powered ad optimization and advanced analytics without incurring technical debt.
Next Project
Globalpay
