ActiveCampaign is shifting from traditional marketing automation toward an autonomous, goal-aware platform. Part of that shift means giving customers a clear way to see if their marketing is actually driving business growth, and what to do next when it isn't.
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The problem was that SMB customers had no visibility into progress toward their goals. Metrics were scattered across different parts of the product, making it hard to understand performance at a glance or know what action to take. I led the end-to-end design of a goal-tracking experience that helps users quickly assess progress and connect their marketing efforts to real business outcomes. I worked closely with product, engineering, customer success, and documentation teams to define the vision, shape the interaction model, and make sure the rollout went smoothly.
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The work included defining design principles for goal-based tracking, designing the core workflows and visualizations that communicate progress at a glance, documenting patterns in the design system for reusability, and partnering with customer success and documentation to support adoption.