The New York City subway moves millions every day and keeps the city going. The subway has digital and static advertising across the subway platforms plus in the subway cars. These subway ads are seen by millions of daily riders, multiple times a day.

As a member of initiating team for upgrading subway advertising platform to digital, my designer role was that collaborated to converting business ideas to UX UI prototypes, utilizing demographic to find out higher matching to Ad campaign, prototyping diverse approaches to use  impression and CPM, methodology of how to deploying different types of content and media and also concepting a cloud design tool that uses live data.