Building an Influencer Discovery and Management Platform Tailored for Agencies
My role
Product designer (Freelance)
TEAM
Product owner, 2 Engineers
TARGET AUDIENCE
Small-Medium Influencer management agencies.
TIMELINE
January 2020 to April 2020
(4 months)
My role
Product designer (Freelance)
TEAM
Product owner, 2 Engineers
TARGET AUDIENCE
Small-Medium Influencer management agencies.
TIMELINE
January 2020 to April 2020
(4 months)
My role
Product designer (Freelance)
TEAM
Product owner, 2 Engineers
TARGET AUDIENCE
Small-Medium Influencer management agencies.
TIMELINE
January 2020 to April 2020
(4 months)
My role
Product designer (Freelance)
TEAM
Product owner, 2 Engineers
TARGET AUDIENCE
Small-Medium Influencer management agencies.
TIMELINE
January 2020 to April 2020
(4 months)
BACKGROUND
BACKGROUND
BACKGROUND
BACKGROUND
According to a survey conducted by Influencer Marketing Hub, with more than 4000 marketing agencies,
"91% of respondents believe that influencer marketing is an effective marketing strategy."
According to a survey conducted by Influencer Marketing Hub, with more than 4000 marketing agencies,
"91% of respondents believe that influencer marketing is an effective marketing strategy."
According to a survey conducted by Influencer Marketing Hub, with more than 4000 marketing agencies,
"91% of respondents believe that influencer marketing is an effective marketing strategy."
According to a survey conducted by Influencer Marketing Hub, with more than 4000 marketing agencies,
"91% of respondents believe that influencer marketing is an effective marketing strategy."
Influencer marketing is now a $21 billion industry!
The industry has grown from $16.4 billion in 2022 to $21.1 billion in 2023. From movie stars to social media celebrities, influencer marketing is at its all-time high.
Influencer marketing is now a $21 billion industry!
The industry has grown from $16.4 billion in 2022 to $21.1 billion in 2023. From movie stars to social media celebrities, influencer marketing is at its all-time high.
Influencer marketing is now a $21 billion industry!
The industry has grown from $16.4 billion in 2022 to $21.1 billion in 2023. From movie stars to social media celebrities, influencer marketing is at its all-time high.
Influencer marketing is now a $21 billion industry!
The industry has grown from $16.4 billion in 2022 to $21.1 billion in 2023. From movie stars to social media celebrities, influencer marketing is at its all-time high.
THE PROBLEM
THE PROBLEM
THE PROBLEM
THE PROBLEM
Marketers and agencies struggle with influencer discovery and management, leading to difficulties in executing successful influencer marketing campaigns.
Marketers and agencies struggle with influencer discovery and management, leading to difficulties in executing successful influencer marketing campaigns.
Finding the right influencers to promote a brand isn’t an easy task. And for a marketer, this matters because influencer selection has a great significance to the success of campaigns.
Finding the right influencers to promote a brand isn’t an easy task. And for a marketer, this matters because influencer selection has a great significance to the success of campaigns.
Finding the right influencers to promote a brand isn’t an easy task. And for a marketer, this matters because influencer selection has a great significance to the success of campaigns.
Finding the right influencers to promote a brand isn’t an easy task. And for a marketer, this matters because influencer selection has a great significance to the success of campaigns.
THE APPROACH
THE APPROACH
THE APPROACH
THE APPROACH
01
Understanding user needs
Interviews with marketers, marketing agencies, and social media managers to identify pain points and needs.
Competitor Analysis: Study competitor tools to uncover gaps in the market.
02
Defining key features
Collaborate with the product team to define the platform's features and functionalities.
Visualize the platform's structure, ensuring that it aligns with user needs.
03
Implementation and evaluation
Conduct usability testing with a diverse user group.
Iterate on design based on user feedback, focusing on user needs and preferences.
01
Understanding user needs
Interviews with marketers, marketing agencies, and social media managers to identify pain points and needs.
Competitor Analysis: Study competitor tools to uncover gaps in the market.
02
Defining key features
Collaborate with the product team to define the platform's features and functionalities.
Visualize the platform's structure, ensuring that it aligns with user needs.
03
Implementation and evaluation
Conduct usability testing with a diverse user group.
Iterate on design based on user feedback, focusing on user needs and preferences.
01
Understanding user needs
Interviews with marketers, marketing agencies, and social media managers to identify pain points and needs.
Competitor Analysis: Study competitor tools to uncover gaps in the market.
02
Defining key features
Collaborate with the product team to define the platform's features and functionalities.
Visualize the platform's structure, ensuring that it aligns with user needs.
03
Implementation and evaluation
Conduct usability testing with a diverse user group.
Iterate on design based on user feedback, focusing on user needs and preferences.
01
Understanding user needs
Interviews with marketers, marketing agencies, and social media managers to identify pain points and needs.
Competitor Analysis: Study competitor tools to uncover gaps in the market.
02
Defining key features
Collaborate with the product team to define the platform's features and functionalities.
Visualize the platform's structure, ensuring that it aligns with user needs.
03
Implementation and evaluation
Conduct usability testing with a diverse user group.
Iterate on design based on user feedback, focusing on user needs and preferences.
RESEARCH AND DISCOVERY
RESEARCH AND DISCOVERY
RESEARCH AND DISCOVERY
RESEARCH AND DISCOVERY
Understanding User Needs
Understanding User Needs
Conducted 8 interviews with marketers, marketing agencies, and social media managers to identify pain points and needs.
Conducted 8 interviews with marketers, marketing agencies, and social media managers to identify pain points and needs.
PAIN POINTS
Finding the right influencers is time-consuming and complex.
Detecting fake influencers is challenging and can result in wasted resources.
Measuring the ROI of influencer campaigns is often unclear.
Managing influencer marketing costs efficiently is a problem.
Tracking and monitoring influencer activities across platforms is cumbersome.
Finding the right influencers is time-consuming and complex.
Detecting fake influencers is challenging and can result in wasted resources.
Measuring the ROI of influencer campaigns is often unclear.
Managing influencer marketing costs efficiently is a problem.
Tracking and monitoring influencer activities across platforms is cumbersome.
Competitor Analysis
Competitor Analysis
Researched existing tools like :
Researched existing tools like :
Identified Gaps
Transparency Gaps: Existing tools lack transparency in their influencer data, making it challenging for users to assess influencers accurately.
Unaffordable Pricing Tiers: The high pricing plans of competitor tools are prohibitive for smaller businesses, limiting their access to effective influencer marketing solutions.
Steep Learning Curve with Complex UI: Users face a steep learning curve due to the overly complex user interface, hindering efficient usage of the platform.
Lack of multi-platform support: Competitor tools often lack comprehensive multi-platform support, restricting users in reaching their target audiences across various social media platforms.
Inadequate Trial Periods: Many tools offer no free trials or provide limited trial periods that do not offer users enough time to thoroughly test and evaluate the tool for campaign planning and execution.
Transparency Gaps: Existing tools lack transparency in their influencer data, making it challenging for users to assess influencers accurately.
Unaffordable Pricing Tiers: The high pricing plans of competitor tools are prohibitive for smaller businesses, limiting their access to effective influencer marketing solutions.
Steep Learning Curve with Complex UI: Users face a steep learning curve due to the overly complex user interface, hindering efficient usage of the platform.
Lack of multi-platform support: Competitor tools often lack comprehensive multi-platform support, restricting users in reaching their target audiences across various social media platforms.
Inadequate Trial Periods: Many tools offer no free trials or provide limited trial periods that do not offer users enough time to thoroughly test and evaluate the tool for campaign planning and execution.
Transparency Gaps: Existing tools lack transparency in their influencer data, making it challenging for users to assess influencers accurately.
Unaffordable Pricing Tiers: The high pricing plans of competitor tools are prohibitive for smaller businesses, limiting their access to effective influencer marketing solutions.
Steep Learning Curve with Complex UI: Users face a steep learning curve due to the overly complex user interface, hindering efficient usage of the platform.
Lack of multi-platform support: Competitor tools often lack comprehensive multi-platform support, restricting users in reaching their target audiences across various social media platforms.
Inadequate Trial Periods: Many tools offer no free trials or provide limited trial periods that do not offer users enough time to thoroughly test and evaluate the tool for campaign planning and execution.
Transparency Gaps: Existing tools lack transparency in their influencer data, making it challenging for users to assess influencers accurately.
Unaffordable Pricing Tiers: The high pricing plans of competitor tools are prohibitive for smaller businesses, limiting their access to effective influencer marketing solutions.
Steep Learning Curve with Complex UI: Users face a steep learning curve due to the overly complex user interface, hindering efficient usage of the platform.
Lack of multi-platform support: Competitor tools often lack comprehensive multi-platform support, restricting users in reaching their target audiences across various social media platforms.
Inadequate Trial Periods: Many tools offer no free trials or provide limited trial periods that do not offer users enough time to thoroughly test and evaluate the tool for campaign planning and execution.
THE SOLUTION
THE SOLUTION
THE SOLUTION
THE SOLUTION
Influencer Discovery
Influencer Discovery
SEARCH FEATURE WITHIN THE APP
Designed a streamlined influencer discovery process, allowing users to search based on niche, platform, and follower count.
Implemented filters and sorting options to help users find the right influencers quickly.
Included a recommendation engine that suggests influencers based on campaign goals.
WITH THE HELP OF 'SOCIAL IQ' CHROME EXTENSION
The extension will be triggered every time when the user visit different social media platforms.
User can see the post engagement on every post.
This will give a real-time analysis of influencer profile.
Influencers can be added to the database just by one click.
SEARCH FEATURE WITHIN THE APP
Designed a streamlined influencer discovery process, allowing users to search based on niche, platform, and follower count.
Implemented filters and sorting options to help users find the right influencers quickly.
Included a recommendation engine that suggests influencers based on campaign goals.
WITH THE HELP OF 'SOCIAL IQ' CHROME EXTENSION
The extension will be triggered every time when the user visit different social media platforms.
User can see the post engagement on every post.
This will give a real-time analysis of influencer profile.
Influencers can be added to the database just by one click.
SEARCH FEATURE WITHIN THE APP
Designed a streamlined influencer discovery process, allowing users to search based on niche, platform, and follower count.
Implemented filters and sorting options to help users find the right influencers quickly.
Included a recommendation engine that suggests influencers based on campaign goals.
WITH THE HELP OF 'SOCIAL IQ' CHROME EXTENSION
The extension will be triggered every time when the user visit different social media platforms.
User can see the post engagement on every post.
This will give a real-time analysis of influencer profile.
Influencers can be added to the database just by one click.
SEARCH FEATURE WITHIN THE APP
Designed a streamlined influencer discovery process, allowing users to search based on niche, platform, and follower count.
Implemented filters and sorting options to help users find the right influencers quickly.
Included a recommendation engine that suggests influencers based on campaign goals.
WITH THE HELP OF 'SOCIAL IQ' CHROME EXTENSION
The extension will be triggered every time when the user visit different social media platforms.
User can see the post engagement on every post.
This will give a real-time analysis of influencer profile.
Influencers can be added to the database just by one click.
CREDIBILITY SCORE TO DETECT FAKE INFLUENCERS
CREDIBILITY SCORE TO DETECT FAKE INFLUENCERS
Credibility score is calculated from the following data
Follower Growth Rate: Sudden, significant spikes in follower count, especially within a single day may indicate purchased followers.
Disproportionate Follower-to-Engagement Ratio: Assess if an influencer has a large following but receives low engagement (likes, comments) on their content.
Credibility score is calculated from the following data
Follower Growth Rate: Sudden, significant spikes in follower count, especially within a single day may indicate purchased followers.
Disproportionate Follower-to-Engagement Ratio: Assess if an influencer has a large following but receives low engagement (likes, comments) on their content.
Influencer Management
Influencer Management
Women’s day campaign
Active
Share Campaign
Add Influencers
Influencers
Reports
Content
Chats
influencer
Followers
status
cost
emv
Rating
Search Influencer
Mary Walters
@fashionblooms
Emma Thompson
@thetrendsfreak
Maria Edward
@womensfashion
509K
$50
$100
202K
$20
$80
197.8K
Not set
$140
Confirmed
Pending
Pending
5.0
4.0
3.0
TOTAL INFLUENCERS
TOTAL BUDGET
TOTAL POST
TOTAL STORIES
ENGAGEMENT RATE
ESTIMATED REACH
ESTIMATED MEDIA VALUE
3
$500
105
68
86.5%
610K
$500
To
01 Jan 2021
20 Jan 2021
View Content
View Content
View Content
Home
Search
Influencers
Content
Campaigns
Upgrade
My Account
Women’s day campaign
Active
Share Campaign
Add Influencers
Influencers
Reports
Content
Chats
TOTAL INFLUENCERS
TOTAL BUDGET
TOTAL POST
TOTAL STORIES
ENGAGEMENT RATE
ESTIMATED REACH
ESTIMATED MEDIA VALUE
3
$500
105
68
86.5%
610K
$500
To
01 Jan 2021
20 Jan 2021
Mary Walters
2 days ago
Estimated Reach
2.68K
Estimated Impression
2.68K
EMV
$150
View More on Instagram
Mary Walters
12 Feb 2021
Estimated Reach
2.68K
Estimated Impression
2.68K
EMV
$150
View More on Instagram
Mary Walters
05 Feb 2021
Estimated Reach
2.68K
Estimated Impression
2.68K
EMV
$150
View More on Instagram
Mary Walters
28 Jan 2021
Estimated Reach
2.68K
Estimated Impression
2.68K
EMV
$150
View More on Instagram
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Influencer Activity Tracking
Designed an intuitive interface for users to track the activities of multiple influencers across different platforms.
Integrated tools for monitoring influencer posts, coupon code usage, and sales attribution.
Cost Management
Developed tools for estimating campaign costs based on influencer rates and engagement rates.
Provided budget tracking features to help users manage their expenses effectively.
ROI Measurement
A dashboard for tracking and measuring the ROI of influencer campaigns in real-time.
Included data visualization to make campaign performance easily understandable.
Influencer Activity Tracking
Designed an intuitive interface for users to track the activities of multiple influencers across different platforms.
Integrated tools for monitoring influencer posts, coupon code usage, and sales attribution.
Cost Management
Developed tools for estimating campaign costs based on influencer rates and engagement rates.
Provided budget tracking features to help users manage their expenses effectively.
ROI Measurement
A dashboard for tracking and measuring the ROI of influencer campaigns in real-time.
Included data visualization to make campaign performance easily understandable.
Influencer Activity Tracking
Designed an intuitive interface for users to track the activities of multiple influencers across different platforms.
Integrated tools for monitoring influencer posts, coupon code usage, and sales attribution.
Cost Management
Developed tools for estimating campaign costs based on influencer rates and engagement rates.
Provided budget tracking features to help users manage their expenses effectively.
ROI Measurement
A dashboard for tracking and measuring the ROI of influencer campaigns in real-time.
Included data visualization to make campaign performance easily understandable.
Influencer Activity Tracking
Designed an intuitive interface for users to track the activities of multiple influencers across different platforms.
Integrated tools for monitoring influencer posts, coupon code usage, and sales attribution.
Cost Management
Developed tools for estimating campaign costs based on influencer rates and engagement rates.
Provided budget tracking features to help users manage their expenses effectively.
ROI Measurement
A dashboard for tracking and measuring the ROI of influencer campaigns in real-time.
Included data visualization to make campaign performance easily understandable.
USER TESTING
USER TESTING
USER TESTING
USER TESTING
Usability Testing
Usability Testing
Before going into the actual implementation, we tested the hi-fi prototypes.
Before going into the actual implementation, we tested the hi-fi prototypes.
Conducted usability testing with a diverse group of users, including marketers and social media managers.
Evaluated user feedback on the prototypes to identify pain points and areas for improvement.
Iterated on the design based on user feedback, ensuring that the platform addressed their needs effectively.
Conducted usability testing with a diverse group of users, including marketers and social media managers.
Evaluated user feedback on the prototypes to identify pain points and areas for improvement.
Iterated on the design based on user feedback, ensuring that the platform addressed their needs effectively.
Implementation and Evaluation
Implementation and Evaluation
Implementation and Evaluation
Implementation and Evaluation
Development and Launch
Development and Launch
Collaborated closely with the development team to ensure the design was implemented accurately.
Assembled a focus group consisting of marketers, marketing agencies, and social media managers.
Conducted thorough testing to identify and rectify any UI/UX issues prior to launch.
Collaborated closely with the development team to ensure the design was implemented accurately.
Assembled a focus group consisting of marketers, marketing agencies, and social media managers.
Conducted thorough testing to identify and rectify any UI/UX issues prior to launch.
User Training and Support
User Training and Support
Created user guides and tutorials to onboard users effectively.
Offered customer support to address any questions or issues during the initial launch phase.
Created user guides and tutorials to onboard users effectively.
Offered customer support to address any questions or issues during the initial launch phase.
Results and User Feedback
Results and User Feedback
Post-launch, gathered user feedback through surveys and direct communication.
Users reported a significant reduction in time spent on influencer discovery and management.
Positive feedback on the intuitive interface, especially the fake follower detection and ROI measurement features.
Post-launch, gathered user feedback through surveys and direct communication.
Users reported a significant reduction in time spent on influencer discovery and management.
Positive feedback on the intuitive interface, especially the fake follower detection and ROI measurement features.
conclusion
conclusion
conclusion
conclusion
The Impulze influencer discovery and management tool has effectively tackled the challenges encountered by marketers in the influencer marketing industry. By prioritizing user-centric design and consistently refining the platform based on user feedback, it has emerged as an efficient and user-friendly solution for influencer marketing campaigns. This experience was a valuable learning opportunity that emphasized the importance of understanding user needs, conducting usability testing, and iteratively enhancing the design to create a valuable and effective product in the influencer marketing space.
Let's Connect!
Feel free to get in touch with me here ↓
manumohanan.de@gmail.com
Crafted with love in Munich 🥨 © 2024
Let's Connect!
Feel free to get in touch with me here ↓
manumohanan.de@gmail.com
Crafted with love in Munich 🥨 © 2024