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Roundforest
Product Design · Internal Platform · AI

Copycat Scaling Meta Creatives

An integrated platform that unifies content and ad-generation into a single ecosystem — cutting creative production time by 75% and unlocking massive creative scale for the growth team.

UX Design
Workflow Automation
AI Tooling
My role
Senior Product Designer
Research · UX · UI · Prototyping
Team
1 PM · 1 Engineer
Lean squad
Duration
1 month
Context

Scaling creative production for Meta acquisition

At Roundforest, the Meta acquisition team operates in the upper funnel. Performance at this stage depends on scale – producing large volumes of ad creatives and running continuous tests. Creative production is a daily operation, and increasing output directly impacts growth and profitability.

User flow in Meta activity
The Challenge

The core challenge

Creative production was fully manual and couldn’t keep up with the scale the funnel demanded.

Creative production was fully manual, capped at 70–100 creatives per day.
To reach breakeven, we needed at least 300 creatives daily.
A no-code system was later introduced, increasing scale by 30% – but efficiency remained a bottleneck.
Creatives pins
Daily creative output vs. profitability
Manual (current)
70–100
Vibe-coding tool (+30%)
~130 · Breakeven
Profitable target
<500
The Problem

A faster process that became harder to run

The new system lacked context and wasn’t integrated with the team’s workflow.
To compensate, the team stitched together ~6 different tools, creating a fragmented and manual-heavy process.
While production became faster, it became significantly more complex and inefficient.
Before · 6 fragmented tools
Google Sheets Asana Gemini Ideogram Kueez CMS CopyCat (old)
↓
After · 1 unified platform
CopyCat One end-to-end workflow
Key insight

If we fix efficiency, we can at least double output.

Research

Two weeks embedded with the Meta team

I conducted an immersive research process by joining the Meta team for two weeks. This hands-on approach was critical – it let me experience the workflow from the inside rather than from the outside.

It allowed me to:

Experience real pain points firsthand.
Understand the workflow, constraints, and strategy.
Identify gaps between tools and actual needs.

I documented:

Friction points across the flow.
Missed automation opportunities.
Ideas for improving usability and scale.
At the office
Research notes from embedding with the team

A sneak peek at field notes captured while collaborating with the team.

Mapping the System

Mapping the full workflow

After onboarding, I mapped the full workflow – from content ideation to campaign launch. This helped surface where the process broke down.

Redundant steps.
Tool fragmentation.
Opportunities for consolidation and automation.
Ideation
→
Article
→
Creatives
→
Campaign
→
Testing
UX Strategy

A platform, not just a generator

I approached the system as a holistic platform, not just a creative generator. Three principles guided every decision:

Unify →

Bring all tools into one system, replacing six disconnected steps with a single continuous flow.

Automate →

Automate everything possible – data handling, layout, and asset generation – to remove manual work.

Review →

Keep human review where it matters, protecting quality on high-sensitivity decisions.

Solution

One task list that drives the whole flow

The system is built around a task & content list – the starting point of the daily workflow. Each task includes article (landing page) generation and creative generation. The system pulls all relevant data directly from each task, enabling a seamless flow from idea to live campaign.

CopyCat task list — single source of truth
Step 1
Generate article

Title syncs, AI pre-populates copy & banner.

Step 2
Generate creatives

PID & metadata auto-passed into the pipeline.

Step 3
Review & approve

Human sign-off; task row turns green when done.

Interactive Prototype

Generate an article to unlock the creative builder and test the automated flow firsthand.

Key Design Decisions

Single Source of Truth: Task rows automatically aggregate all required metadata to trigger article and creative creation without manual data entry.
Reduced Cognitive Load: Integrated AI tools minimize steps and clicks, accelerating the entire production workflow.
Intentional Review Gates: Avoided total automation to ensure quality control. Since creation costs money, explicit human approval is required before proceeding.
Clear Flow & Status: Completed tasks highlight in green to give immediate status feedback before handoff to PPC.

Interactive Prototype – creatives generation flow

Designed a structured, step-by-step creation flow that eliminates human error and keeps team members from missing critical steps. Compared to the previous legacy process, this streamlined approach significantly reduces clicks and manual actions.

You can try it out.

CopyCat legacy creative process — before
Impact

The Impact

While we made numerous platform enhancements, this specific change was a major turning point. It significantly reduced workload for the team, enabling us to scale production and deliver a high-impact transformation for Meta.

75%
reduction in content production time.
6 → 1
tools consolidated into a single platform.
–36
manual clicks eliminated through automation (PID & metadata handling).
Next steps

What's Next?

This is an early stage of a broader vision. Future iterations expand CopyCat from a production tool into a full operating system for acquisition:

BI and performance data integration.
Direct campaign publishing to Meta.
Expanding into a full operating system for acquisition.