[Case 03]
The Offsite Social Engine
Scaling GenAI Across 12+ Platforms
Lead
End-to-end
2025
Visons to launch
+27%
CTR
+18%
Increase in Engagement
The Vision
Designing for one app is a project; designing for 12 platforms across 9 organizations is an infrastructure. As the solo UX Lead for Social Marketing, I built the first-ever global bridge from onsite to offsite. My goal: move from fragmented "shouting" to a unified, predictive creative engine.
My Scope
The Problem
The Silo
9 organizations (Prime, Fashion, Creator, etc.) were masters of onsite visuals, but offsite social was a fragmented "Wild West" with zero guidelines.
The Complexity
12+ platforms had conflicting marketing strategies and zero strategic guardrails for GenAI production.
The Friction
No alignment between internal creative logic and external platform algorithms, creating massive delivery bottlenecks.
Context
The Bet
I bet that we didn't need more "ads"; we needed a Universal Experience Language. I hypothesized that by building a GenAI infrastructure that pre-empted technical friction and governed brand voice across 12 platforms, we could collapse the "Heavy Lift" for 9+ organizations, moving 30% faster while maintaining a single, unified ecosystem.
