destiny 2.0 is an ai tool that helps users automate advertising on their products. the keyword feature lets users determine how the system targets search terms at a product level.
Timeline
Feb 2025 - Apr 2025
Team
1 Designer
1 PM
3 Frontend Engineers
2 Backend Engineers
CONTEXT
destiny sets the same search term targets to all products in a group. they are selected using machine learning so there's no user input.
In order to advertise on products, users have to determine which search terms they want their products to appear under. Destiny 2.0 automates this process by using machine learning and AI to automatically find an optimized list of targets.
PROBLEM
different products often need different targets, and users have pre-existing lists they like to use.
While products in a group likely share most targets, there are specific ones such as product color, size, and sub-type that need to be accounted for.
Before Destiny 2.0 users were diligently exploring and testing search term targets, and over the years have developed lists of tried and true targets for each product. With Destiny 2.0 trust starting off low, not being able to determine product-level targets was a huge barrier to adoption.
search term targeting tool
pattern 2025
SOLUTION
new modalities to input target keywords for each product and playbook combination.
WHICH LED TO…
12%
boost in adoption of Destiny 2.0
$250K
increase in ad spend in Destiny 2.0
INTRODUCING
destiny 2.0 keywords
A search term targeting feature in Destiny 2.0 that allows users to set distinct targets across products and playbooks in a group.
FEATURE OVERVIEW
select one, a subset, or all products
Having flexibility in selection allows users to easily bulk assign keyword targets to subsets of products that share some characteristics but not others.
browse suggestions or paste a list
At a default we still want to encourage users to consider Destiny 2.0's suggested list. However, while we build user trust in the AI, users also have the option to paste their tried and true lists.
go through each playbook
Note that each product group will likely have multiple playbook strategies that require different keyword targets. Users can easily flip through these playbooks at the top.
review your progress
Users must have at least 1 keyword target per product per playbook to continue. They can quickly review that here.
see ya next time :)
last updated august 2025