Learnings at ActiveCampaign

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Overview

In 2020, I joined the product design team at ActiveCampaign. I’ve been working on web personalization and messaging tools inside our marketing automation platform. Though I’m still processing much of my growth here, some learning trends are clear. Below are some examples of work I’ve been investigating throughout recent months, and some notes on my learnings from my time thus far at ActiveCampaign.

Some things I’ve been working on

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Web Pers Content Manager integration

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Web Pers device size simulator

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Reworking platform-wide personalization tags

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Web Pers preview mode for Camp

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Recommendations in Web Pers

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Event Tracking and Conversions ideation

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SMS 10DLC registration process

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SMS composer and link shortener concepts

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Design Operations audit

Some additional highlights from my journey at ActiveCampaign

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Extending design research to a cross-functional team

I place a high emphasis on customer engagement as part of my design methodology. At ActiveCampaign, I’ve pushed to expand the benefits of my customer engagement to other functions, too. I elevate my learnings to technical collaborators, invite developers into usability discussions with customers, and summarize and elevate learnings for our full cross-functional team. Why should design be the only party with visibility into design research learnings?

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Designing for compliance through rapid industry evolution

Designing extensible solutions around third-party partner dependencies is challenging but rewarding work. I’ve worked in this capacity before, and in recent months I’ve been tackling this with the rapidly evolving SMS landscape. Our platform empowers customers to automate around their SMS communications. As legislation has evolved, telecom organizations and other SMS players (ie Twilio) are racing to shape new policy and implement new features to improve the safety and efficiency of SMS technology. This work is complex but, done well, it’s incredibly impactful for end-users.

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Advocating for formalized design operations

Now more than ever, I believe in the value of dedicated DesignOps practicioners within a design org. Sustainably scaling healthy design culture is challenging. And for any organization with ambitious growth goals, DesignOps cannot be an afterthought. In recent weeks, I’ve pitched an initiative to conduct extensive internal research among product designers and cross-functional peers, to document the current state of our DesignOps maturity so that we might advocate for dedicated resources in the future.