The real cost of fragmented context
A growth marketer's day looks something like this: check one platform for who's talking, another for campaign performance, a third for analytics, and a handful of tabs for competitors and community signals nobody bothered to centralise.
None of that was built to work together. So the marketer does the stitching — manually, every time — and by the time they've pulled enough context to feel confident, the moment they were trying to act on has usually passed.
Rejecting the obvious brief
The easy version of this project was "build a better campaign manager, with sharper analytics." I turned that down.
So I set one filter for every idea that came up in planning:
That filter is the reason Dopamyn looks nothing like a typical growth tool.
Building around momentum, not modules
Once the problem was reframed, the structure followed naturally.
I mapped how a marketer's thinking actually moves
Discover
Understand
Plan
Act
and used that sequence as the product's information architecture, instead of the usual research/campaigns/analytics split most tools default to.
Discover
A session starts with audience intelligence and AI-assisted insight,
Who is influential,
Where conversations are happening &
Why a particular audience is worth paying attention to.
organise
Lists become dynamic
rather than static.
Similar audiences can be expanded automatically.
Competitor research provides additional context, while AI helps users identify opportunities they may have otherwise overlooked.
execute
With a strategy in place, the next step is execution.
Whether users want to
None of this is a dead end.
so the product compounds instead of resetting each time someone opens it.
Interfaces that get out of the way
I kept the visual language deliberately restrained: typography does most of the work, colour is used only when it signals something, and space exists to separate decisions rather than decorate a layout.
Predictability was the goal, not polish for its own sake.
Every time an interface has to be relearned, it's competing with the thing the user actually came to do.
Impact
Owned the full 0→1 process — research, IA, interaction design, visual system.
Replaced what would've been three disconnected tools with one continuous workflow.
Cut context-switching by keeping user intent intact across every stage of the growth process.
Left engineering a design system they now extend independently as new features ship.
