Topple Ad Network

Topple helps brands reach millions of Americans every day on the sites they know and trust... many of which are independent publishers that challenge the mainstream narrative.

Date

Feb 2020 - Jan 2022

Role

Product Designer

Company

Topple Ad Network

Problem

Topple's initial platform was functional but lacked clarity, trust signals, and a modern user experience. Advertisers found it hard to:

  • Understand campaign performance quickly

  • Set up and launch ads without support

  • See the value of advertising outside traditional platforms

  • Trust the legitimacy of independent publisher placements

Additionally, Topple’s design lacked the visual polish that could compete with major ad networks.

Solution

I led the redesign of the Topple dashboard and onboarding experience, focusing on:

  • Clarity & Trust: Simplified dashboards with real-time data, cost comparison to big ad platforms, and performance highlights.

  • Frictionless Onboarding: Created a guided setup flow that walked new users through their first campaign in under 5 minutes.

  • Publisher Transparency: Designed an “Ad Placement Preview” feature to show exactly where ads could appear — helping to build confidence in media buys.

  • Modern Design System: Developed a reusable, scalable component system in Figma for consistency across the platform and future releases.

Market
Analysis

Advertisers are actively seeking alternative platforms due to:

  • High CPC and limited targeting on Google/Meta

  • Growing audiences on independent platforms

  • Concerns around censorship and lack of transparency in traditional ad ecosystems

By focusing on user-centric design, we turned these market challenges into opportunities for Topple to stand out.

Result

  • 84–94% lower CPC compared to other platforms (Q1 2023) — now clearly visualized in campaign analytics

  • 37% increase in self-serve campaign creation post-launch

  • 40% reduction in support tickets related to onboarding and campaign setup

  • Positive feedback from brands that valued the clean, “no-nonsense” experience tailored for performance and trust