InfoAdex
Internal product + AI · 2025–2026
InfoAdex is the go-to source on advertising activity in Spain: it collects and analyzes all the advertising in the country’s media. Its day-to-day work runs on internal tools that took at least a year to master. We lead UX/UI design and product management on the project that’s rebuilding them, with AI built in.
- Client
- InfoAdex
- Year
- 2025–2026
- Our role
- UX/UI design and product management
- Platform
- Internal tools and client software
- Status
- Phase 1 done · phase 2 underway
- −75%
- learning time on the tools
- +425,000
- more ad placements processed every month
- 40 → 10%
- of managers’ time spent on support
Context
01
Measuring a whole country’s advertising.
The goal: rebuild the internal tools and the client software, and take on more information and more data enrichment with the same team.
One key area is creative review: the team sorts the creatives coming in from suppliers into 28 sectors, each with its own fields.
The challenge
02
More data, same team.
The pain points we found in discovery:
- 01The database architecture had to change.
- 02More and more volume and enrichment to process.
- 03Training someone on the tools took at least a year.
- 04Middle managers spent at least 40% of their time on support.
How we worked
03
The process, step by step
- 01
Discovery
The four pain points, pinned down with the team.
- 02
Planning
Two phases (internal tools and client software), the project methodology, and support for the new in-house dev team as it ramped up.
- 03
Design and specs
Wireframes for each view and one ticket per view with goal, scope, and acceptance criteria, in the client team’s template.
- 04
Applied AI
A workflow with multiple AI models for the repetitive work, quality control over what people and AI enrich, and a copilot for the team.
- 05
Phase 2
The client software, in progress.
Problems & fixes
04
Problems we ran into and how we fixed them
A year to learn one tool
- Problem
- Training on the internal tools took at least a year.
- Fix
- A UX/UI redesign. In creative review: a read-only supplier card, an editable creative card, and no more than five fields per row.
- Result
- 75% less time to learn.
Managers turned into a help desk
- Problem
- At least 40% of middle managers’ time went to answering questions.
- Fix
- A copilot agent that answers the team’s questions.
- Result
- Support drops to 10% of their time.
More volume with the same team
- Problem
- Every month brings more volume and more data enrichment.
- Fix
- Multiple AI models handle the repetitive work, and a quality check reviews what people and AI enrich.
- Result
- 425,000 more ad placements processed every month.
Divvying up the work without doing it by hand
- Problem
- Assigning each reviewer the placements still waiting to be classified.
- Fix
- Task templates with recurring or one-off scheduling, filters, and reviewer assignment, specced out in four tickets.
What we built
05
Pieces of the project
01The workflow
Planning, a cross-media view, and AI-powered reporting.
Results
06
What we pulled off
−75%
learning time
On the internal tools.
+425,000
placements a month
More ad placements processed with the same team.
10%
of managers’ time on support
Down from at least 40%.
Services
Built with
