Role:
Lead Product Designer
Role:
Lead Product Designer
Role:
Lead Product Designer
Role:
Lead Product Designer
Role:
Lead Product Designer
Date:
2025
Date:
2025
Date:
2025
Date:
2025
Date:
2025
Tags:
SaaS, Asset Manager
Tags:
SaaS, Asset Manager
Tags:
SaaS, Asset Manager
Tags:
SaaS, Asset Manager
Tags:
SaaS, Asset Manager
Summary
Summary
Summary
A unified platform that brings every asset into one clear workspace, where creative teams can upload, review and approve without losing momentum. Built to turn feedback chaos into one voice.
A unified platform that brings every asset into one clear workspace, where creative teams can upload, review and approve without losing momentum. Built to turn feedback chaos into one voice.
A unified platform that brings every asset into one clear workspace, where creative teams can upload, review and approve without losing momentum. Built to turn feedback chaos into one voice.
the challenge
the
challenge
Too many places to look
Across 90 Seconds, creative teams worked through endless chats, emails and scattered cloud links. Feedback lived everywhere, versions multiplied and approvals took days. What was meant to be collaboration had turned into confusion. Every team chasing the latest version instead of creating. Content Manager set out to fix that: one place for every asset, comment and decision.
the challenge
Too many places to look
Across 90 Seconds, creative teams worked through endless chats, emails and scattered cloud links. Feedback lived everywhere, versions multiplied and approvals took days. What was meant to be collaboration had turned into confusion. Every team chasing the latest version instead of creating. Content Manager set out to fix that: one place for every asset, comment and decision.
the constraints
the
constraints
Designing inside the reality
The project evolved over eight months, giving space to explore, test and refine. The real challenge wasn’t time but legacy content. Years of disorganised assets and outdated file structures made it difficult to build a clean, unified system. The design had to work within those realities while staying intuitive for teams already using multiple tools across regions.
the constraints
Designing inside the reality
The project evolved over eight months, giving space to explore, test and refine. The real challenge wasn’t time but legacy content. Years of disorganised assets and outdated file structures made it difficult to build a clean, unified system. The design had to work within those realities while staying intuitive for teams already using multiple tools across regions.
the process
the
process
Observation before solution
I began by mapping how teams actually reviewed work.Where feedback broke down, where uploads stalled and how assets disappeared between links. From those insights, the focus shifted to clarity. Folders remained a core element, helping producers organise large volumes of footage without losing control. After multiple iterations, we tested three navigation models and settled on the fastest: a list view built for quick scanning and effortless context switching.
the process
Observation before solution
I began by mapping how teams actually reviewed work.Where feedback broke down, where uploads stalled and how assets disappeared between links. From those insights, the focus shifted to clarity. Folders remained a core element, helping producers organise large volumes of footage without losing control. After multiple iterations, we tested three navigation models and settled on the fastest: a list view built for quick scanning and effortless context switching.
the principles
the
principles
Everything in its right place
Every part of the interface had to explain itself. The design focused on reusable systems rather than static screens, keeping interactions consistent across contexts. Momentum guided every choice. The less users had to think about navigation, the more they could focus on the work. And above all, every file and comment lived in one place, one source of truth.
the principles
Everything in its right place
Every part of the interface had to explain itself. The design focused on reusable systems rather than static screens, keeping interactions consistent across contexts. Momentum guided every choice. The less users had to think about navigation, the more they could focus on the work. And above all, every file and comment lived in one place, one source of truth.
the decisions
the
decisions
Choosing focus over features
Annotations stayed inside the app to prevent version drift. Access was role-based to give producers and clients clear boundaries without slowing teams down. Real-time co-editing was postponed in favour of reliability and speed. The system launched with both grid and list views, giving teams the flexibility to switch between detail and overview depending on the task.
the decisions
Choosing focus over features
Annotations stayed inside the app to prevent version drift. Access was role-based to give producers and clients clear boundaries without slowing teams down. Real-time co-editing was postponed in favour of reliability and speed. The system launched with both grid and list views, giving teams the flexibility to switch between detail and overview depending on the task.
the reflection
the
reflection
Design that gets out of the way
Once everyone could see the same thing, collaboration stopped feeling like coordination and started feeling creative again.
the reflection
Design that gets out of the way
Once everyone could see the same thing, collaboration stopped feeling like coordination and started feeling creative again.
Impact
Impact
Impact
Within twelve weeks, approval cycles dropped by 35 percent. Publishing consistency improved across all regions, and teams finally had a workspace that felt built for them. The noise was gone; clarity took its place.
Within twelve weeks, approval cycles dropped by 35 percent. Publishing consistency improved across all regions, and teams finally had a workspace that felt built for them. The noise was gone; clarity took its place.
Within twelve weeks, approval cycles dropped by 35 percent. Publishing consistency improved across all regions, and teams finally had a workspace that felt built for them. The noise was gone; clarity took its place.
About me
About me
I’m Öncel, a multidisciplinary designer who creates products, systems and experiences people rely on every day. I’ve partnered with global brands and startups at different stages, taking ideas from zero to MVP, leading complex designs that reached millions of users and building foundational design systems that grow with teams.
I'm based in APAC
I'm based in APAC
Singapore, Bangkok
Singapore, Bangkok
Say hi
Say hi
Got something on your mind?
Just say hi. I reply quickly.
Got something on your mind?
Just say hi. I reply quickly.
Got something on your mind?
Just say hi. I reply quickly.