ActiveCampaign
Custom Objects

ActiveCampaign
Custom Objects

ActiveCampaign
Custom Objects

ActiveCampaign
Custom Objects

Allowing our users to build a data model that matches the way they work.

Allowing our users to build a data model that matches the way they work.

Allowing our users to build a data model that matches the way they work.

  • 01 Problem & Goal ————

  • 03 Solution ————

  • 04 Outcome 🌟 ————

  • 05 Reflection ————

Problem & Goal

ActiveCampaign’s customers, particularly marketers and developers, struggled with restrictive data models that didn’t align with their diverse business needs. Key challenges included:


• Lack of flexibility in managing data structures.


• Inadequate tools for integrating and using app-generated data.


• Complexities in targeting customers and triggering workflows.


Objective: Develop a robust and flexible data model and the UI and UX necessary to implement and utilize it. This new data model will provide users with:


1. More control over data.


2. Tools for creating custom data models without coding.


3. Better integration and automation capabilities.

Research

Research

Key insights from user interviews, surveys, and internal testing included:


• Flexibility Matters: Users need customizable tools to match their unique workflows.


• No-Code Simplicity: Solutions must cater to non-developer marketers.


• Data in Context: Users want easily accessible data for automations and personalization.

Passkeys are a phishing-resistant, drop-in replacement for passwords. They rely on biometric verifications like FaceID or TouchID and can be used across different devices, platforms, and ecosystems.

Using a passkey is a bit like using a password manager, since a user’s credentials are stored in the cloud and easily accessible from any connected device, just like other cloud-synced features like a user’s photos, contacts, emails, and documents.

“I can do a lot with the way things work right now, but I find myself using a lot of hacky solutions. It would be great if things were a little more easy to customize the way I want them.” ~ Interviewee

Solution

Custom objects build on the default ActiveCampaign objects (contacts, deals, and accounts) and allow users to customize their data management to match the way they work.

Features

Seamless integration

Syncs with existing data and data models

Seamless integration

Syncs with existing data and data models

Seamless integration

Syncs with existing data and data models

Seamless integration

Syncs with existing data and data models

Advanced personalization

Data can be segmented and fully customized

Advanced personalization

Data can be segmented and fully customized

Advanced personalization

Data can be segmented and fully customized

Advanced personalization

Data can be segmented and fully customized

Full automation

Data can be used in all automations for triggers and segmentation

Full automation

Data can be used in all automations for triggers and segmentation

Full automation

Data can be used in all automations for triggers and segmentation

Full automation

Data can be used in all automations for triggers and segmentation

Data in context

Custom objects integrate into existing data model

Data in context

Custom objects integrate into existing data model

Data in context

Custom objects integrate into existing data model

Data in context

Custom objects integrate into existing data model

App-Defined Custom Objects

These custom objects are defined by third-party apps using the ActiveCampaign API. The fields are determined by the app but the content is tailored by the user.

When a user connects an app to ActiveCampaign, these objects are automatically generated and configured for their account.

Here you can see an example of a Calendly and Stripe object within the context of a Contact.

App-Defined Custom Objects

These custom objects are defined by third-party apps using the ActiveCampaign API. The fields are determined by the app but the content is tailored by the user.

When a user connects an app to ActiveCampaign, these objects are automatically generated and configured for their account.

Here you can see an example of a Calendly and Stripe object within the context of a Contact.

App-Defined Custom Objects

These custom objects are defined by third-party apps using the ActiveCampaign API. The fields are determined by the app but the content is tailored by the user.

When a user connects an app to ActiveCampaign, these objects are automatically generated and configured for their account.

Here you can see an example of a Calendly and Stripe object within the context of a Contact.

App-Defined Custom Objects

These custom objects are defined by third-party apps using the ActiveCampaign API. The fields are determined by the app but the content is tailored by the user.

When a user connects an app to ActiveCampaign, these objects are automatically generated and configured for their account.

Here you can see an example of a Calendly and Stripe object within the context of a Contact.

User-Created Custom Objects

These custom objects are created by the user and are usually for more advanced use cases.

Here you can see a custom object called ‘Downloads’ that includes several fields.

Every user-created custom object must be associated with one of the standard objects (Contacts, Accounts, or Deals). This determines where the information for the object is displayed and how it is utilized.

User-Created Custom Objects

These custom objects are created by the user and are usually for more advanced use cases.

Here you can see a custom object called ‘Downloads’ that includes several fields.

Every user-created custom object must be associated with one of the standard objects (Contacts, Accounts, or Deals). This determines where the information for the object is displayed and how it is utilized.

User-Created Custom Objects

These custom objects are created by the user and are usually for more advanced use cases.

Here you can see a custom object called ‘Downloads’ that includes several fields.

Every user-created custom object must be associated with one of the standard objects (Contacts, Accounts, or Deals). This determines where the information for the object is displayed and how it is utilized.

User-Created Custom Objects

These custom objects are created by the user and are usually for more advanced use cases.

Here you can see a custom object called ‘Downloads’ that includes several fields.

Every user-created custom object must be associated with one of the standard objects (Contacts, Accounts, or Deals). This determines where the information for the object is displayed and how it is utilized.


Here you can see the evolution of the passkey design throughout the testing and iteration process:

See Custom Objects in action within a Contact

See Custom Objects in action within a Contact

See Custom Objects in action within a Contact

See Custom Objects in action

Outcomes

Custom objects were rapidly adopted by the target audience and exceeded initial expectations:

10%

Increase in customer retention with app or CO

10%

Increase in customer retention with app or CO

10%

Increase in customer retention with app or CO

10%

Increase in customer retention with app or CO

4/5

Top apps support custom objects

4/5

Top apps support custom objects

4/5

Top apps support custom objects

4/5

Top apps support custom objects

2.6

Apps connected per account using CO, up from 1.8

2.6

Apps connected per account using CO, up from 1.8

2.6

Apps connected per account using CO, up from 1.8

2.6

Apps connected per account using CO, up from 1.8

Reflection

Reflection

The initial release of Custom Objects received positive feedback, with strong adoption and promising retention metrics. However, the team identified key areas for improvement, especially for larger organizations.

  • Larger organizations require better permissions and organizational tools for custom objects.

  • Enterprise users also requested importing/exporting custom objects and advanced grouping permissions.

These users needed enhanced permissions to manage access and functionality within their teams, as well as tools to build and organize Custom Objects for specific subsets of their organization. Additionally, the complexity of the tool highlighted the need for better onboarding and organizational support to maximize its potential.

These insights informed a roadmap for future enhancements, including importing/exporting capabilities and improved grouping features.

Back to UX Design

Back to UX Design

Back to UX Design

Back to UX Design

View next project

View next project

View next project

View next project

Additional Information