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SaaS platforms drown in data. Cortx designed a way through it.
SaaS tools that handle large-scale ad operations have a real UX problem. The data is inherently layered, the users are busy, and the margin for confusion is zero. Everflow was expanding to support Google Ads and needed an interface that could absorb serious complexity without pushing it onto the user.
Three tiers of nested data. Hundreds of campaigns. One screen to manage all of it.
Campaigns, ad groups, and ads with no clear visual logic.
Users lost their place in large accounts constantly.
Bulk actions across levels were slow and frustrating.
Existing UI patterns collapsed under real account sizes.
" Progressive disclosure let users drill into
exactly what they needed.
Cortx audited Google Ads Manager and Facebook Ads to understand how dense data hierarchies are handled at scale. Three directions were explored and tested against real user behavior.
Everything visible, nothing usable.
Cleaner structure, but broke at scale.
Complexity managed, not hidden.
The third direction won. Progressive disclosure let users drill into exactly what they needed without the rest of the interface getting in the way.
The final design turns a three-tier data hierarchy into something a media buyer can navigate in seconds, whether they have ten campaigns or a thousand.
Campaigns, ad groups, and ads expand on demand. Nothing is visible until it needs to be.
Jump to any campaign, group, or ad instantly.
Included and excluded states are always clear, always one tap.
Each data tier gets its own visual anchor. Less reading, faster scanning.
reduction in visual clutter vs. earlier drafts
Faster campaign navigation across large account structures
Scalable system that holds up with hundreds of campaigns
Every icon in the integration was designed by Cortx from scratch. Megaphone for campaigns, tabbed document for ad groups, ad unit for ads. Simple, functional, instantly recognizable.
The same visual system extended across multiple Everflow projects, giving the whole platform a consistent branded language.
In SaaS, complexity is the product. The job is never to remove it, it is to make it manageable. Progressive disclosure, strong visual hierarchy, and purpose-built iconography are not nice-to-haves. They are what separates a tool people trust from one they avoid.