01
End cards had grown into a fragmented mess — each surface with its own layout, metadata, and rules. Worse, they showed the same information every time, missing the high-intent moment after a user had just watched an ad.
The problem wasn't just visual inconsistency — it was a missed opportunity at the highest-intent moment in the ad experience.
02
I framed the opportunity around three dimensions: build predictability, increase contextuality, and design for extensibility.
03
One unified design — without a background container — adapting across all surfaces. Consistent hierarchy, grid, typography, and Blueprint components. Less clutter. More trust.
04
Each surface has its own interaction patterns and user expectations. The system adapts layout, density, and metadata to fit where people are watching — Reels, Feed, Watch — without breaking the unified experience.
05
Built as a modular framework, the system scales to new surfaces, verticals, and ad formats without one-off designs. Metadata slots and interaction patterns compose and extend as monetization needs evolve.
06
User needs change throughout the decision journey. The system flexes to show the right metadata at each stage — and introduces Shortened Path and Impelling to drive action without requiring a click.
07
One consistent design language applied across all surfaces — bringing coherence to the end card experience at scale.
08
Live end card experiences in Reels as MVP, showing the system in production.
09
One system replacing many. Less design and eng debt, more predictable user experience, and a foundation built to scale to new verticals and use cases.
