UX researchRedesign2025
Carrot. Untangling Campaigns vs Marketing.
Overview. Users of this real-estate CRM couldn’t tell Campaigns from Marketing, so they misused both. I was brought in to diagnose the confusion, redesign the information architecture and ship an end-to-end flow that made the distinction obvious.
DeliverablesDiscovery researchStakeholder interviewsUX research & designInformation architectureJourney mapsDesign system updatesDesign tokens
The challenge
Two features, one blurry mental model
Users struggled to understand the difference between Campaigns and Marketing, which led to misuse and low adoption of the Marketing feature — and support tickets to match.
What I did
Diagnose, restructure, test
I ran a rapid discovery — usage analytics, support tickets and 1:1 user walkthroughs — to map exactly where comprehension broke down.
- Defined a clear mental model for Campaigns vs Marketing and translated it into IA, entry points, labels and empty states
- Restructured the core flow to separate paths, reduce decision load and add just-in-time guidance (inline tips, examples, confirmations)
- Prototyped and tested with users; iterated micro-copy and visual hierarchy until the distinction was obvious at a glance
- Partnered with PM and engineering on scope and acceptance criteria; documented the patterns in the design system
Outcome. One clear mental model, +25% engagement.
+25%engagement with the Marketing feature
↓misrouted attempts in sessions
1shared mental model across the product
✓patterns documented in the design system
App design