ActiveCampaign's reporting experience was long overdue for an overhaul. The existing solution relied on Looker embedded via iframe, which created a disjointed experience that felt antiquated compared to the rest of the platform. Customers struggled to understand their data at a glance, navigation was clunky, and most importantly, they couldn't clearly see how their marketing initiatives were performing or whether ActiveCampaign was delivering ROI. This was a major pain point that impacted customer confidence and retention.
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The company launched an initiative to reimagine reporting from the ground up with a custom-built solution. My role was to create the foundational data visualization library that would power the entire suite.

I led the project from exploration through development, with support from another designer. Starting from scratch, I designed a comprehensive set of visualization components including KPI bars, line graphs, bar graphs, and additional elements tailored to our reporting needs. Every component was built with simplicity and storytelling in mind. The goal was to help users extract meaning from their data immediately, not force them to interpret complex charts.
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Beyond the components themselves, I established guidelines for the system. This included color pairing rules, semantic color meanings, and clear documentation on what not to do. The library was designed to serve both engineers implementing the components and designers creating new reporting experiences, so consistency and clarity in documentation were essential.