Dynamic Creative Optimization (DCO) Design System


Building a Flexible Framework for Scalable Personalization

Context


As Target's media landscape evolved toward personalization at scale, the need for a flexible, efficient Dynamic Creative Optimization (DCO) system became clear. The challenge? Designing a unified system that worked across multiple vendors, ad formats, and unpredictable content inputs—without sacrificing visual quality or creative intent.

Strategy


Build a modular design system capable of adapting to various DCO partner technologies, creative matrices, and marketing briefs. Balance performance automation with high-impact visuals and minimize production costs by reducing custom design requests.

Solution


A reusable, multi-platform DCO framework designed to:

Reduce designer time through standards-based briefings

Maintain brand consistency across vendors and campaigns

Seamlessly adapt to variable content and feed inputs

Avoid computer-generated rigidity with more human-centered layouts

Execution Summary

This wasn’t just about templates. I architected a complete operational system—from media strategy and design to vendor negotiation and process standardization. I collaborated with marketing and vendor teams, created project brief templates, defined design frameworks by campaign type, and built long-term optimization plans with feedback loops for iteration.

Framework Development

This wasn’t just about templates. I architected a complete operational system—from media strategy and design to vendor negotiation and process standardization. I collaborated with marketing and vendor teams, created project brief templates, defined design frameworks by campaign type, and built long-term optimization plans with feedback loops for iteration.

Step 1:
Understanding Media & Marketing Needs

  • Audited campaign types and key messaging trends

  • Identified common elements across product and promo initiatives

  • Held vendor conversations to document tech limitations and feed structure

  • Aligned on whether creative would be data-fed or manually targeted

Step 2:
Design System Mapping

Created a flexible layout accommodating the following modular elements:

  • Brand Name

  • Price + Sale Price

  • Discount Codes

  • Product Hero Image

  • Tagline/Lockup

  • Logo

  • Interaction States (hover, click)

Step 3: Alignment & Deployment

  • Internal check-ins with vendors and marketing teams for validation

  • Established a 3-month reevaluation process for continuous improvement

  • Created a project briefing template to standardize handoffs

Platform Notes & Vendor Adaptations

This vendor had more restrictions on what we could design. The display ads are specially designed to promote sales.

Flashtalking DCO

Most flexible vendor for custom design requests

2-frame system:

  • Frame 1: Intro to context/content

  • Frame 2: Populated by product matrix

Allowed narrative control before algorithmic targeting

MediaMath & Criteo

  • More rigid structures

  • Focused on performance-driven sales and retargeting

  • Used intro and sale messaging in Frame 1, then customer data in Frame 2

  • Responsive resizing required extra design logic for IAB standards

Results

Enabled one template to cover multiple marketing needs

  • Avoided unnecessary production costs ($3,000–$8,000 per custom set-up)

  • Reduced designer time by 30% through briefing and standards

  • Brought consistency and creativity into a feed-fed world

Creative Enhancements
& Tactics

Developed additional tactics for deeper engagement

Trend or "Build a Look" storytelling frames

Interactive top-product carousels

Mixed-state ads with teaser intros + product feed

Single-state feed-first formats for efficiency

Available sizes/colors pulled into feed to boost conversion

If time/budget allowed, I would have expanded into:

  • Custom editorial storytelling

  • User-engaged ad experiences

Add interaction

Have 4 top products to a top carousel that will auto play or the customer can interact.

Single-State

Lose the intro frame and build a frame work for the content

Continuity

Us ethe intro to building excitement and care over into the product feed.

100% DCO feed

Design a framework that is auto-filled Downside you do lose a bit of design control but when you have many sales it reduces production time.

Add info

Show available size and color as a part of the information feed..

Mixed stated

The intro stater is to build excitement and draw the eye.

Technology doesn’t have to kill creativity. The right design framework lets automation do its job—without losing the artistry, clarity, or soul of great campaigns.