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.
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.