Carta Campaigns Dashboard

Reimagining Campaign Management Through Strategic UX Research

When Users Struggle Across Fragmented Interfaces

What began as a simple task — improving email template selection — quickly revealed itself as a symptom of deeper usability problems across Carta’s Campaigns interface.

User interviews and journey mapping highlighted that:

  • Past campaign content was scattered across multiple locations

  • Ambiguous terminology around “Content Templates” caused confusion

  • Critical campaign metrics were fragmented across tabs

  • Templates lacked visual previews, undermining confidence

  • Routine tasks required excessive navigation through multiple interface layers

This fragmented experience was creating inefficiencies and frustration for teams across the organization, signaling that a simple fix wouldn’t suffice — a systemic redesign was needed.

Listening, Observing, and Understanding Mental Models

To address this challenge, I facilitated cross-functional workshops and conducted comprehensive user interviews. Shadowing and workflow analysis revealed exactly where users encountered friction and how information was being mismanaged.

These insights expanded my objective from a single feature to a comprehensive dashboard redesign, focused on:

  • Consolidating scattered campaign data into a centralized hub

  • Clarifying information architecture and terminology

  • Streamlining navigation to reduce cognitive load

  • Enhancing operational visibility with strategic information hierarchy

Success would be measured by efficiency improvements, reduced confusion, and increased satisfaction with campaign management.

My success criteria focused on measurable improvements in task completion efficiency, reduced user confusion, and increased satisfaction with campaign management workflows. The redesign needed to serve as a centralized hub where users could easily access campaign data, templates, and performance metrics within a streamlined, intuitive experience.

Approach

I began by facilitating cross-functional workshops to map existing user journeys and conducted comprehensive user interviews to understand mental models and pain points. This research phase involved systematic analysis of current workflows to identify exactly where users were getting stuck.

Once I understood the scope of the problem, my objective expanded from a single feature to a comprehensive dashboard redesign. I needed to consolidate scattered campaign data and functionality into a unified interface that would reduce cognitive load and streamline user workflows.

The key challenges I needed to address were:

  • Consolidate scattered campaign data into a centralized hub

  • Clarify information architecture and confusing terminology

  • Streamline navigation to minimize complexity

  • Enhance operational visibility through strategic information hierarchy

Building a Centralized, Intuitive Campaign Hub

Unified Navigation & Information Architecture
I created a sidebar-based navigation that consolidated key campaign functions, replacing multi-tab workflows with a single, intuitive interface. A clear visual hierarchy prioritized frequently-accessed information, helping users find critical data quickly.

Template System Redesign
The “Content Templates” taxonomy became “Reusable Content”, with:

  • Visual previews to increase confidence

  • Robust search capabilities

  • Strategically tagged and categorized content for easy discoverability

Operational Dashboard Development
Essential campaign metrics — including email status, performance data, and A/B test results — were centralized. Daily workflow requirements were consolidated onto a single-page dashboard, eliminating the need for users to navigate multiple areas of the platform.

Operational Dashboard Development 

The new dashboard prioritized essential campaign metrics like email status, performance data, and A/B test results. I enabled comprehensive campaign monitoring through a centralized interface and consolidated daily workflow requirements into a single-page experience, eliminating the need to jump between multiple areas of the platform.

Empowered Teams and Reduced Workflow Friction

Early feedback from users has been overwhelmingly positive:

  • Improved discoverability and reusability of content

  • Increased confidence in template selection through visual previews

  • Simplified campaign monitoring and performance tracking

Beyond immediate UX improvements, the project influenced Carta’s broader product roadmap, setting a precedent for addressing systemic UX issues rather than just surface-level symptoms. Professionally, it elevated my practice from interface design to strategic UX leadership, emphasizing systems thinking, research-driven decisions, and measurable business impact.

The redesigned dashboard is currently in development, with ongoing usability validation and plans for quantitative impact measurement post-launch.

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Carta Campaigns Dashboard

Reimagining Campaign Management Through Strategic UX Research

Carta Campaigns Dashboard

Reimagining Campaign Management Through Strategic UX Research

Reimagining Campaign Management Through Strategic UX Research