Amp Automotive
Platform & Services

Context

Amp was an Omnicom startup built for the growing demand for tech-centric agency work. The core product was a platform that automotive operators used to plan and run marketing programs without calling their agency for every change. Operators meant dealership groups, regional marketing teams, and brand managers.

The platform had grown organically, and it showed. More features meant more surface area, and the surface area was getting harder to navigate. Dealership participation sat below 30%. Operators didn't trust the tool enough to use it on their own, so they didn't.

Approach

I owned IA from the navigation model down to how individual screens nested inside it. The work wasn't inventing new structure. It was collapsing years of redundant patterns without breaking the muscle memory of operators who used the platform every day.

I owned the design system end-to-end. Tokens and components, role-based usage rules across operator types and admin tiers, accessibility built into components instead of layered on after, and a governance model covering what gets added, by whom, under what review. Engineering could extend the system without me on every commit. That was the bar.

I reported to the CEO and worked directly with engineering and client stakeholders. Roadmap decisions happened with engineering in the room.

Outcome

Not that they were told to use it, not that adoption was mandated from above, but that nearly every dealership in the network chose it as their default way of working. Self-service stopped being aspirational and became the norm. The design system matured enough to scale across multiple client tenants and tier configurations, but the 98% is the proof that the IA, the system, and the governance all held up under real use.

My Role

Owned platform UX, IA, and the design system. Led the design team. Partnered across engineering, product, and client stakeholders.