All case studies

Klarna Dynamic
Ad Product

— for the Retail Media Platform

Research for the Klarna Ads Manager, a self-serve platform that allows retailers to create and manage ads.

Visual Identity

Packaging

Branding

Role:

Product Designer, Growth

Other credits:

Reynaldo Roman, David Watson

Image Credits

Courtesy of Klarna

Preview

Full project

Link ↗

D E S I G N B R I E F

Challenge

How can we give retailers in very different markets and skill levels a simple self-serve way to create Klarna dynamic ad campaigns?

Pain Point

Campaigns were set up manually by internal teams, slowing launches, limiting experimentation, and creating inconsistent setups across markets.

Goal

Build an end-to-end platform for ad creation, targeting, and reporting so retailers can launch and optimise campaigns without relying on support teams.

My Role

Map retailer and internal workflows into one journey
Define the information architecture and key flows
Design the interface and interactions
Iterate with PM, engineering, and data teams

D E S I G N T H I N K I N G

  1. Discover
  1. Define
  1. Ideate
  1. Prototype
  1. Test
  1. Implement
1.Discover

Overview

👾 Competitor Ads Sample
🔎 Audit
🎨 Klarna Ads Sample
🧃 Required Formats

We kicked off with a discovery sprint: collecting competitor ads, auditing Klarna’s campaigns, and mapping required formats.

Why: To spot patterns, gaps, and constraints so we knew where to differentiate.

👾 Competitor Ads Sample
🔎 Audit
🎨 Klarna Ads Sample
🧃 Required Formats

We kicked off with a discovery sprint: collecting competitor ads, auditing Klarna’s campaigns, and mapping required formats.

Why: To spot patterns, gaps, and constraints so we knew where to differentiate.

👾 Competitor Ads Sample
🔎 Audit
🎨 Klarna Ads Sample
🧃 Required Formats

We kicked off with a discovery sprint: collecting competitor ads, auditing Klarna’s campaigns, and mapping required formats.

Why: To spot patterns, gaps, and constraints so we knew where to differentiate.

2.Define

Overview

📝 Problem Statement
🌞 User Needs

Merchants rely on in-house teams and agencies to set up campaigns, making ad creation slow, fragmented, and hard to manage themselves.

📝 Problem Statement
🌞 User Needs

Merchants rely on in-house teams and agencies to set up campaigns, making ad creation slow, fragmented, and hard to manage themselves.

📝 Problem Statement
🌞 User Needs

Merchants rely on in-house teams and agencies to set up campaigns, making ad creation slow, fragmented, and hard to manage themselves.

3.Ideate

Overview

🧠 Brainstorming
🧃 Ad Formats

As a cross-functional group from Ad Campaigns, in-app, CRM, and Paid Media, we mapped shared needs across channels and sizes. The goal was to define a modular ad framework instead of relying on dozens of one-off templates.

🧠 Brainstorming
🧃 Ad Formats

As a cross-functional group from Ad Campaigns, in-app, CRM, and Paid Media, we mapped shared needs across channels and sizes. The goal was to define a modular ad framework instead of relying on dozens of one-off templates.

🧠 Brainstorming
🧃 Ad Formats

As a cross-functional group from Ad Campaigns, in-app, CRM, and Paid Media, we mapped shared needs across channels and sizes. The goal was to define a modular ad framework instead of relying on dozens of one-off templates.

4.Prototype

Overview

🧠 Responsive and Dynamic Framework

We turned the insights from discovery and ideation into an MVP: an interactive Figma-based ad builder that mimicked a self-serve tool.

Using Figma, plugins, and Google Sheets, we created a responsive framework where elements (copy, logos, images, labels) adapt to different formats and placements.

🧠 Responsive and Dynamic Framework

We turned the insights from discovery and ideation into an MVP: an interactive Figma-based ad builder that mimicked a self-serve tool.

Using Figma, plugins, and Google Sheets, we created a responsive framework where elements (copy, logos, images, labels) adapt to different formats and placements.

🧠 Responsive and Dynamic Framework

We turned the insights from discovery and ideation into an MVP: an interactive Figma-based ad builder that mimicked a self-serve tool.

Using Figma, plugins, and Google Sheets, we created a responsive framework where elements (copy, logos, images, labels) adapt to different formats and placements.

5.Test

Overview

🧪 Testing
👩‍🔬 Demo

We first tested the tool with internal teams, using it to build real campaigns for a month to validate the flows, formats, and edge cases.

🧪 Testing
👩‍🔬 Demo

We first tested the tool with internal teams, using it to build real campaigns for a month to validate the flows, formats, and edge cases.

🧪 Testing
👩‍🔬 Demo

We first tested the tool with internal teams, using it to build real campaigns for a month to validate the flows, formats, and edge cases.

6.Implement + Iterate

Overview

💻 Ads Manager Implementation
✏️ UI

We partnered with the Partner Portal team to integrate the tool into Klarna’s self-serve ads manager, then iterated after launch based on merchant feedback and real campaign performance.

💻 Ads Manager Implementation
✏️ UI

We partnered with the Partner Portal team to integrate the tool into Klarna’s self-serve ads manager, then iterated after launch based on merchant feedback and real campaign performance.

💻 Ads Manager Implementation
✏️ UI

We partnered with the Partner Portal team to integrate the tool into Klarna’s self-serve ads manager, then iterated after launch based on merchant feedback and real campaign performance.

D E S I G N T H I N K I N G

  1. Discover
  1. Define
  1. Ideate
  1. Prototype
  1. Test
  1. Implement

See it in action

Got an idea?

Let's talk

© 2025 👩‍💻 Beatriz Afonso

Got an idea?

Let's talk

© 2025 👩‍💻 Beatriz Afonso