© 2026 Javier Salido. All trademarks belong to their respective owners. The typos are mine alone.
Ad-investment dashboard
Principal Product Designer, TBWA\Chiat\Day
The client needed to understand how their ad budget affected reach and conversions. The plan on the table was a static infographic.
CHALLENGE
A static infographic can explain a budget once. It can't answer the next question: what happens if we shift ten percent from one channel to another? That's the question a client deciding where to spend actually needs answered.
SOLUTION
I proposed a dashboard the client could run their own numbers through. The dev team called it out of scope, too ambitious for the timeline, so I built it myself with AI and Figma Make and took it to the client directly.
It's a working simulation tool that models reach and conversion against different investment mixes. It runs locally on the client's own machines, so their data never leaves the building.
It changed what the team offers. Custom tooling for a client's specific problem went from something we wished we could build to something we now propose.
