Carta Campaigns Dashboard

Reimagining Campaign Management Through Strategic UX Research

Opportunity

I was initially tasked with developing a feature to improve email template selection within Carta's Campaigns interface. What seemed like a straightforward request quickly revealed itself to be much more complex during my research phase.

Through user interviews and journey mapping, I discovered that template selection was actually a symptom of broader systemic usability issues affecting the entire platform. The research uncovered several critical problems:

  • Users struggled to locate and reuse past campaign content across fragmented interfaces

  • Ambiguous terminology around "Content Templates" created widespread confusion

  • Critical campaign metrics were scattered across multiple tabs

  • Template selection lacked visual previews, reducing user confidence

  • Routine tasks required excessive navigation through multiple interface layers

What I initially thought was a simple feature request had uncovered a fragmented Campaigns interface that was creating significant workflow inefficiencies and user frustration across the organization.

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

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.

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

Design

Strategic Design Approach My solution centered on developing a unified information architecture accessible through sidebar navigation, eliminating the dependency on multi-tab workflows that were causing so much frustration. I established a clear visual hierarchy that prioritized frequently-accessed information, making sure users could find what they needed quickly.

Template System Redesign I replaced the ambiguous "Content Templates" with a more intuitive "Reusable Content" taxonomy. This involved:

  • Implementing visual preview functionality and robust search capabilities

  • Creating an organized content library with strategic tagging and categorization

  • Making templates searchable and visually identifiable to increase selection confidence

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.

Result

The early feedback has been overwhelmingly positive, with users expressing significant improvements in satisfaction and workflow efficiency. The immediate impact includes:

  • Improved content discoverability and reusability across teams

  • Enhanced template selection confidence through visual identification

  • Streamlined campaign monitoring and performance tracking

Beyond user experience improvements, this project influenced Carta's broader product roadmap and established a precedent for addressing systemic UX issues rather than surface-level symptoms. From a professional development perspective, it elevated my practice from interface design to strategic UX leadership, emphasizing systems thinking and evidence-based methodology.

The redesigned dashboard is currently in development with ongoing usability validation and plans for quantitative impact measurement upon full deployment.

Want to see Rosie cronch on carrots?
Ask me how!

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