Challenge Users struggled to understand the difference between Campaigns and Marketing, leading to misuse and low adoption of the Marketing feature. Role & Scope Brought in as the senior product designer to diagnose the confusion, redesign the information architecture, and ship an end-to-end flow that clarified concepts and enabled correct usage.

What I did

Ran a rapid discovery (usage analytics, support tickets, 1:1 user walkthroughs) to map where comprehension broke down.

Defined a clear mental model for Campaigns vs. Marketing and translated it into the product’s 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 microcopy and visual hierarchy to make the distinctions obvious at a glance.

Partnered with PM and engineering on scope, acceptance criteria, and delivery; documented patterns in the design system.

Outcome +25% increase in engagement with the Marketing feature post-launch. Clearer task completion paths and fewer misrouted attempts (observed in sessions and feedback). Deliverables Journey maps - IA/flow diagrams - High-fidelity UI - Interactive prototypes - Usability test plans & reports - Design-system updates.