Reshaping the agency experience for performance insights
Campaign Monitor is an email marketing platform that gives agencies the tools they need to manage clients and campaigns in one place.
The agency account allows administrators to manage clients and campaigns from a dedicated admin area. As part of a company-wide strategic initiative, the experience was due for a complete overhaul — from how administrators navigated their client base to how they understood and acted on performance data.
As the Senior Product Designer, I joined a cross-functional team of a Product Manager and Engineers to lead the end-to-end redesign of the agency experience.
Problem
Monitoring clients' overall performance is a time-consuming and labour-intensive process for administrators, as they must log in to each client account individually to view the results. There is no consolidated view or aggregated metrics to provide an overview and allow them to identify high-performing clients and those who require attention. As a result, account management is slow, manual, and reactive. Without access to both client and account-level metrics, agencies can’t offer tailored solutions, identify opportunities, or demonstrate value, directly impacting client retention and business growth.
How might we deliver a comprehensive suite of metrics, at both the client and account level, that helps agencies measure, understand, and monitor performance in one place?
Challenges
- The release needed to be incremental rather than a single large launch, requiring careful scoping and prioritisation at every stage.
- Continuous user feedback was essential to validate decisions without affecting the delivery speed.
- Significant technical limitations and legacy systems impacting data aggregation, requiring close collaboration with engineering.
Process
We began with a team brainstorming session to align on scope and priorities, followed by a technical investigation to establish which metrics could realistically be gathered and consolidated. We then mapped out both client and agency-level metrics to shape the direction and define the new experience core functionality. Customer interviews provided insights into agency workflows, roles, and pain points, grounding the design decisions in real user needs.
I led with wireframes to define structure and logic before moving into high-fidelity prototypes, which were tested and validated with customers ahead of build. Throughout the process, I worked closely with engineers to navigate technical constraints, finding solutions that worked within system limitations without compromising the user experience.
Key insights
- Administrator roles varied significantly, requiring flexibility in how data was surfaced rather than a single fixed view.
- Not all metrics were relevant across all account types, making customisation essential to ensure meaningful, context-specific insights.
- Implementing a feedback widget across key areas of the experience allowed us to validate the proposed solution and shift if we needed to.
Solution
The redesign introduced a centralised dashboard for agency administrators, replacing the need to access individual client accounts to gather performance data.
The Overview page provides a holistic, consolidated view of client performance and agency-level metrics, calculated in real-time. Customisable widgets allow administrators to configure the view around the metrics that matter to their role, whether that's campaign performance, revenue, or client activity. Client and agency-level metrics detailed view is now accessible directly from the dashboard, removing the need to leave the admin area entirely.
The experience was designed to serve both strategic and tactical purposes, giving administrators the visibility to identify growth opportunities across their client base, while also supporting the day-to-day decisions needed to keep clients performing well.
Impact
- A centralised dashboard replaced manual, account-by-account workflows, significantly reducing time spent gathering data
- Administrators can now identify underperforming clients and act quickly without leaving the platform
- Improved visibility enabled better decision-making and more proactive client management
- Delivering greater value to agencies supported retention and contributed to reducing churn
