ActiveCampaigns automation report was antiquated, lacked clear actionable data, and fell short of meeting user expectations.
Data visualization, User Flows, UI Design, UX Design, Interaction Design, Prototypes, User Research, User Testing, Leadership.
The redesigned automation report resulted in a cleaner, actionable, modern report that provides users with the necessary data to make business decisions in a clear, concise way.
I joined the team to help define our design strategy and establish scalable patterns. We started by conducting interviews to get a better understanding of where we need to start.
For context, ActiveCampaign is a marketing automation platform that allows SMBs to automate their marketing efforts.
During our interviews, we confirmed our hypothesis that our automation report were not meeting user expectations. They did not provide users with key performance indicators, campaign performance, or what sources triggered the automation. We learned all of that data allows business owners to see what working, what's not, and identify where they need to optimize.
After conducting several internal and external interviews, we identified where we could start to deliver an impactful MVP. Our main goals were to improve discoverability, provide clear and actionable data, and add clear data visualization to see the contacts journey
I designed UI patterns that made identifying key metrics easier, improving efficiency and wayfinding.
After multiple iterations, I designed flexible components that could not only be used in this report, but in others to create a consistent and predictable experience.
In this case study, I'll highlight the metadata block component.
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At a glance, users can identify the automation and quickly determine how it is performing.
The first thing a user will see when viewing a report is the metadata and KPI block. This caters to business owners who need
Users will see how many contacts have entered the automation, how many contacts are currently in the automation, how many have completed, and conversion. These key performance indicators (KPIs) allow users to see high level if the actions that determines the automation flow is generating conversions and revenue.
In addition to the KPIs, users will see the automation name, date created, when it was last triggered, status, and the automations triggers. There is also a date range picker allowing users to focus on a specific time.
This component is flexible, allowing it to be used in other reports. This creates a consistent and predictable user experience.
The metadata block was intentionally designed to be reused. The metadata and KPI rows are flexible to allow designers to add or remove sections to fit their needs.
The component is flexible, but the core functionality remains the same. User's can click on each KPI to redirect them to that specific report, compare metrics, and select a date range.
From our research, we learned users want a breakdown of how each automated campaign is performing.
The Campaigns in Automation widget allows users to see automated campaign performance at a glance. The data in the widget allows users to see which campaign resonates most user contacts, potential bottlenecks, and where to optimize their marketing strategy.
This widget also includes data visualization, showing click and open rate so users can see engagement. Providing this breakdown allows users to see spikes in engagement, and if the cause is
Below, we list each automated campaign with a direct link to the individual report. From there, user's can dive deeper into the performance to see a contacts journey and what content is encouraging engagement.
To provide users with actionable data, we introduced a way for users to see how their contacts were triggering the automation.
This widget allows users to see which channel is providing the most traction so they can optimize their marketing strategy.
For example, if a user sees more contact enter through Form B, they can conclude the content is that asset resonates more with contacts and leads to higher conversions.
The redesigned automation report resulted in a cleaner, actionable, modern report that provides business owners with accurate data to confidently make business decisions about their marketing strategy.