The "Camps" is a centralised digital ecosystem which helps better optimise the marketing excellence for Google’s Large Customer Sales (LCS)partners and global agencies by tailored intensive, high-stakes strategic enablement workshops.
UI/UX Designer (0-to-1 Architecture & Interaction Strategy).
Collaborated with 1 UX Lead, 1 UI Designer, BA, PM, and Technical Architect (managing FE/BE/QA)
The "Camps" Program
Designed exclusively for agencies handling high-volume Large Customer Sales (LCS) portfolios, "Camps" connects Ads practitioners directly with Google Ads Product Experts. This ensures that the teams managing Google's largest accounts are upskilled on the latest innovations ultimately boosting campaign performances.
But the "Camps" program had no digital home. It was run entirely offline via manual emails, calendar invites, and generic video links.
The People Involved
In this context, the accounts contributing to the Google LCS Portfolio
Google Ads Product Experts facilitating the camps sessions.
Strategic leads who manage the Google Ads Experts team for a particular account in LCS.
Google Ads Experts under the account manager, managing the Ads campaigns of that particular account in LCS.
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A Google form is sent to the particular Account Manager(AM) over Gmail, to collect the expectations and availability of his team for the camp.
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The Gmail is forwarded with practitioners for further communication.
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The expectations and availability for the camp are communicated via the Google form.
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The camp's deck is prepared and the camp is scheduled on Gmeet.
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On the Camp day, the Gmeet session for the practitioners is kicked off with the account's tailored deck
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The Account's tailored deck has the following agenda:
New product releases and services,
Concept clarification,
Casestudy,
Q/A Segment,
Myth bust activity,
Analytics of the account and their optimisation recommendations,
Quiz.
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Voice and chat interaction is used to interact in the session.
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After the camp, a Google survey form is sent out to collect the camp's feedback.
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The feedback for the camp is expressed in the Google form.
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The followups on feedback for the camp and other queries are sent over Gmail.
The "Offline" Chaos
While its sibling product program "Stellar" (Masterclasses) had a dedicated home on "Google Ads on Air," the "Camps" (Large Customer Strategic Bootcamps) were operationally primitive.
There was no platform. The entire "Camps" experience was fragmented and didn't feel premium enough:
We realised that existing Camps sessions weren't just a cognitive challenge, it’s an emotional one.
Practitioners were often overwhelmed, navigating a labyrinth of calendar invites and static slide decks.
We needed to shift the product vision from Consumption to Execution.
"How might we build a 0-to-1 dedicated platform for Camps that elevates a manual, offline process into a premium, scalable digital ecosystem?"
Gap Analysis:
Parity vs. Innovation We looked at the existing "Ads on Air" platform (used for Stellar).
We were building Camps from scratch, we had the chance to fix the "One-Way Broadcast" issue inherent in legacy platforms.
We decided to build a platform that wasn't just a video player, but a Transactional Workshop Hub.
Moving from "Offline Emails" to a "Digital Marketplace" allowed us to introduce features that were impossible before:
A catalog where partners could browse and register for Camps like the Stellars.
A gamified experience to replace the awkward silence of the Camps sessions.
Fun activities that make both the learning and the ads recommendations meaningful and clear to comprehend.
Fun activities that make both the learning and the ads recommendations meaningful and clear to comprehend.
The camp's comment section can be used for further interaction even for past camps.
The 0-to-1 Workshop Portal
The disjointed email chain is replaced with a single flow: Browse Camp -> Register -> Join Lobby.
A 2 Way Communication Platform
A 2 way communication platform so that the participants can vote for polls and comment to ask questions and interact with the host throughout the session.
Some of the in-session activities (Active Learning)
Partners often held misconceptions about automated ad products (e.g., "Automation takes away my control").
This is to learn the right solution for the corresponding issues with the campaign.
Even though we built a new platform, we still had to rely on the core video streaming infrastructure (YouTube Embed) for the actual feed.
Since we couldn't change the video player, I focused all interaction design on the Overlay Layer (the Lobby and the Spectrum), ensuring the experience felt custom even though the video tech was standard.
The Results (Impact)
Even though we built a new platform, we still had to rely on the core video streaming infrastructure (YouTube Embed) for the actual feed.
The 0-to-1 launch
Successfully designed and launched the first-ever dedicated digital home for LCS Camps, retiring the legacy manual email workflows.
operational efficiency
Reduced the time-to-organize for internal teams by centralizing scheduling and registration.
Growth
The "Camps" module is now being evaluated as the standard for unifying the "Stellar" program in future roadmap phases.
adoption
The gamified lobby feature drove a ~20% increase in pre-session retention compared to the previous baseline of generic video calls.
Retrospective
What I Learned "Building a platform from scratch taught me that structure creates value. By moving 'Camps' out of the inbox and into a designed Marketplace, we didn't just make it easier to join; we elevated the perceived value of the entire program. The 'medium' became the 'message'."