Apvertise
Web App Redesign
Apvertise
Web App Redesign
Apvertise
Web App Redesign
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Redesigning an Influencer Marketing Platform for Optimal Business Value and Progress Tracking
Redesigning an Influencer Marketing Platform for Optimal Business Value and Progress Tracking
Overview
Overview
I was hired as a Product designer by Apvertise in November 2022 to come solve a particular problem - Customer churn.
Apvertise is an influencer marketing platform that opens up a modern way of advertisement, empowering businesses and individuals in every industry to boost their brand growth.
I was hired as a Product designer by Apvertise in November 2022 to come solve a particular problem - Customer churn.
Apvertise is an influencer marketing platform that opens up a modern way of advertisement, empowering businesses and individuals in every industry to boost their brand growth.
My Role
My Role
I led the research efforts on this project, and collaborated with other designers on the
team. During the preliminary research and execution stages, I confirmed buy-in from higher stakeholders and product managers via regular meetings.
The project required close collaboration and communication with marketing manager, content strategists and developers to understand the current state of the product.
I led the research efforts on this project, and collaborated with other designers on the
team. During the preliminary research and execution stages, I confirmed buy-in from higher stakeholders and product managers via regular meetings.
The project required close collaboration and communication with marketing manager, content strategists and developers to understand the current state of the product.
Tools Used
Tools Used
The Challenge
The Challenge
Having identified the surface problem to be customer churn, it was important to carry out a research to understand why customers were churning. I took a thorough look at the web application to draw hypothesis, as well as spoke to the marketing manager and developers to review the existing data in order to identify the patterns in user behaviours.
Having identified the surface problem to be customer churn, it was important to carry out a research to understand why customers were churning. I took a thorough look at the web application to draw hypothesis, as well as spoke to the marketing manager and developers to review the existing data in order to identify the patterns in user behaviours.
Problem 1 - Generic Onboarding
Problem 1 - Generic Onboarding
Onboarding for both Businesses and Influencers
Onboarding for both Businesses and Influencers
For an influencer marketing platform where business owners expects to get value by getting sales/visibility, they need to be able find influencers that will get their product/service to their last mile customer.
However, this was not the case as there was no way to identify the influencers being onboarded except through the basic details displayed.
For an influencer marketing platform where business owners expects to get value by getting sales/visibility, they need to be able find influencers that will get their product/service to their last mile customer.
However, this was not the case as there was no way to identify the influencers being onboarded except through the basic details displayed.
“The “Progress Principle” suggests that people are most motivated when they experience a sense of progress in their work or activities.”
“The “Progress Principle” suggests that people are most motivated when they experience a sense of progress in their work or activities.”
Problem 2 - Poor Feedback Loop
Problem 2 - Poor Feedback Loop
Dashboard for both Businesses and Influencers
Dashboard for both Businesses and Influencers
There was no way for business owners who launch campaigns to monitor and evaluate value. They could neither tell if their brand was growing nor regressing.
There was no way for business owners who launch campaigns to monitor and evaluate value. They could neither tell if their brand was growing nor regressing.
My Approach & Processes
My Approach & Processes
Having identified the two problem, I had a focus interview with the existing customers virtually to validate these hypothesis and garner more insights on what may have been missed out. After the first inteview, I quickly designed a the first draft of the screens and conducted a usability test.
On this dashboard, I keyed in on visualising the value being received through analytics for campaigns.
Having identified the two problem, I had a focus interview with the existing customers virtually to validate these hypothesis and garner more insights on what may have been missed out. After the first inteview, I quickly designed a the first draft of the screens and conducted a usability test.
On this dashboard, I keyed in on visualising the value being received through analytics for campaigns.
Competitors’ Analysis
Competitors’ Analysis
During the idealization, I took the time to familiarize myself with what made our competitors stand out. I was able to understand the marketing chain from a higher product perspective, and determine concrete concepts to share with the other designer and stakeholders.
During the idealization, I took the time to familiarize myself with what made our competitors stand out. I was able to understand the marketing chain from a higher product perspective, and determine concrete concepts to share with the other designer and stakeholders.
Userflow reflecting the changes made to the onboarding
Userflow reflecting the changes made to the onboarding
Solution
Solution
Solution 1 - Niche Influencer Discovery (Onboarding)
Solution 1 - Niche Influencer Discovery (Onboarding)
To enable businesses get value for their money, the onboarding process was re-evaluated to enable businesses get to their target audience through niched influencers.
To enable businesses get value for their money, the onboarding process was re-evaluated to enable businesses get to their target audience through niched influencers.
The redesigned sign up screen
The redesigned sign up screen
Influencers select their interests.
Influencers select their interests.
Business owners provide details about their business to get optima value.
Business owners provide details about their business to get optima value.
Business select the influencers based on niche.
Business select the influencers based on niche.
Solution 2 - A Comprehensive Dashboard
Solution 2 - A Comprehensive Dashboard
I designed a personalized dashboard providing an overview of ongoing campaigns, engagement metrics, and key performance indicators (KPIs).
I also incorporate a detailed analytics for each campaign, including status,reach, engagement and date created.
I designed a personalized dashboard providing an overview of ongoing campaigns, engagement metrics, and key performance indicators (KPIs).
I also incorporate a detailed analytics for each campaign, including status,reach, engagement and date created.
A Comprehensive Dashboard with an overview of ongoing campaigns
A Comprehensive Dashboard with an overview of ongoing campaigns
Detailed analytics for each campaign
Detailed analytics for each campaign
Outcomes
Outcomes
Increased Business Impact: The redesign of the onboarding and the dashboard analytics features contributed to a 25% increase in revenue, translating to heightened user satisfaction and improved conversion rates in influencer collaborations, crucial for our business owners – the paying customers.
Increased User Engagement and Churn Reduction: Positive feedback translated into a remarkable 30% surge in user engagement. Additionally, the platform witnessed a substantial 78% reduction in churn, indicating a significant improvement in user retention and loyalty.
Improved Metrics: KPI such as a 27% rise in user retention and a 15% improvement in campaign success rates, showcased tangible growth in the platform's overall performance.
Increased Business Impact: The redesign of the onboarding and the dashboard analytics features contributed to a 25% increase in revenue, translating to heightened user satisfaction and improved conversion rates in influencer collaborations, crucial for our business owners – the paying customers.
Increased User Engagement and Churn Reduction: Positive feedback translated into a remarkable 30% surge in user engagement. Additionally, the platform witnessed a substantial 78% reduction in churn, indicating a significant improvement in user retention and loyalty.
Improved Metrics: KPI such as a 27% rise in user retention and a 15% improvement in campaign success rates, showcased tangible growth in the platform's overall performance.
Learnings
Learnings
During the course of this project, I learned the importance of being openminded and be receptive to new ideas as a Product Designer. I also learned ;
Agile Adaptation: The ability to adapt to emerging trends and user feedback is crucial for success in the dynamic field of influencer marketing.
Collaborative Innovation: Successful redesigns stem from collaborative innovation, involving cross-functional teams and key stakeholders throughout the process.
User Empowerment: Empowering users with tools for niche influencer discovery and progress tracking empowers businesses to make informed decisions and maximize their impact.
During the course of this project, I learned the importance of being openminded and be receptive to new ideas as a Product Designer. I also learned ;
Agile Adaptation: The ability to adapt to emerging trends and user feedback is crucial for success in the dynamic field of influencer marketing.
Collaborative Innovation: Successful redesigns stem from collaborative innovation, involving cross-functional teams and key stakeholders throughout the process.
User Empowerment: Empowering users with tools for niche influencer discovery and progress tracking empowers businesses to make informed decisions and maximize their impact.