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SMS metrics

My role on this project

Owner: All UX & Design assets & decisions, prototypes, design thinking
Partner: Problem definition, competitive analysis, and scope with Engineering & Product Manager

Overview

Drip’s SMS users lacked an aggregated view of performance across campaigns. Reporting was fragmented — limited to individual broadcasts or raw data tables — leaving marketers unable to see how their SMS efforts performed over time or in comparison to email.

The SMS Metrics Page was designed to close this gap: a unified view of engagement, deliverability, and revenue metrics that gives users the clarity and confidence to measure ROI, identify issues, and understand SMS as a growth channel — not a guessing game.

Problem

Without aggregated SMS reporting, users were “flying blind.”

  • Performance data existed only per campaign, not across timeframes.

  • There was no visibility into delivery health or carrier-level issues.

  • SMS ROI and revenue attribution were difficult to quantify.

  • Compared to email reporting, SMS analytics felt incomplete and immature.

The lack of clear performance insights was one of the top objections from potential customers evaluating Drip’s SMS product. This feature directly addressed that gap.

UX Goals

  • Create an aggregated, SMS-focused analytics view that matched the depth and usability of Drip’s email reporting.

  • Provide clarity and comparability — helping users easily understand ROI, engagement, and deliverability in one view.

  • Introduce visual hierarchy and data confidence through simplified cards, trend indicators, and consistent system styling.

  • Support quick exploration through familiar filtering, date ranges, and campaign-type segmentation.

Design Approach

  • Added top-level performance cards for Revenue, Revenue per Person, and ROI, including visual trend indicators.

  • Grouped key metrics under Deliverability (delivery rate, sends, failures, spam complaints) and Engagement (CTR, orders, AOV, unsubscribes).

  • Consolidated campaign-level performance into a sortable table with inline metrics and pagination for scale.

  • Introduced a “Failed to Deliver” breakdown, surfacing carrier codes and deliverability reasons previously hidden in logs.

  • Added a “Split by SMS Type” chart for quick campaign-type comparison (Broadcast vs. Automation).

Consistency with Drip’s design system ensured that the SMS Metrics Page felt immediately familiar — not a new feature, but an extension of the product’s language.

Component Design

This project also expanded Drip’s design system through the creation and refinement of several key components to support flexible, data-rich layouts:

Metric Card Enhancements

  • Refined hierarchy, layout, and spacing for better scannability and balance across varying metric types.

  • Introduced additional size variants for responsive use and dashboard grid flexibility.

  • Improved handling of labels, trend indicators, and contextual tooltips.

New Multi-Metric Card

  • Designed to display one primary metric with several secondary metrics below it.

  • Included optional links to related segments, allowing users to quickly explore the underlying data.

  • Created consistent visual patterns for grouped performance metrics (e.g., Deliverability and Engagement).

Intentional Data Table Component

  • The existing table component wasn’t suited for high-density analytics data.

  • Built a scoped table variant specifically for metrics — optimized for pagination, sorting, and inline numeric formatting.

  • Chose to create a dedicated component rather than adding complexity to the existing one, which had already become too feature-heavy.

These component updates ensured the Metrics Page could scale efficiently while keeping the interface lightweight, consistent, and maintainable across other reporting surfaces

Outcome

The new SMS Metrics Page established a full-funnel analytics foundation for SMS inside Drip.

  • Marketers can now track engagement, delivery health, and attributed revenue across all campaigns.

  • Drip’s product offering reached feature parity with competitors like Klaviyo and Mailchimp in reporting capability.

  • Internal teams gained a clear story for demonstrating SMS ROI — reducing objections during sales and onboarding.

Reflection

This project reinforced how data presentation shapes product confidence. Users don’t just need numbers — they need context and coherence. Designing the SMS Metrics Page wasn’t about dashboards; it was about trust.

By giving marketers clarity and control over their results, we turned analytics from an afterthought into a reason to choose Drip.