UX / UI Designer
Product Design, Interaction Design, Visual Design, Research
November - January 2017
Search tool for discovering and vetting influencers for marketing campaigns
Influencers, also known as “creators”, are social media personalities that get paid to promote and advertise products. In this 3 month project I worked as a sole designer alongside a product owner to create a B2B web based search tool for influencer marketing.
The first step for me was to learn about influencer marketing, what they care about in a candidate and how they select them. I leveraged the expertise of 4 members of the social media marketing team at HYFN to guide and iterate on the design of SoapBox. My research questions were:
How do marketing teams find and decide on influencers?
What could be improved on in the search experience?
Although the marketing team members were working with different clients, the same general strategy applied: a broad search resulting in a list of potentially hundreds of candidates, narrowed down by further examination of social media posts and group voting, then a final round of historical vetting.
What I found was that the search process is extremely tedious, browsing social media and doing manual google searches. The team maintained numerous spreadsheets of potential influencers for future clients.
Helping the marketing team build and maintain lists of vetted influencers was the most obvious win. We leveraged an influencer database Hypr to offer a built in search for influencers and metrics on the influencers performance and demographics within SoapBox.
Prototyping & Evaluation
Search Workflow Prototypes
I tested out some clickable prototypes with the marketing team to hone in on a workflow that worked for the team. Although it was interesting to explore the some novel interfaces, the most traditional side filter layout had the best usability test results.
Filters Card Sort
The API used for search had the ability to search by various demographic attributes. I conducted a card sort with the marketing team to figure out which ones were most useful.
Influencer Detail Page Iterations
Search Main Page
On the main search page, marketers can quickly search for candidates and quickly add them to a list for more in-depth vetting later.
Influencer Lists & List Detail
Lists can then be duplicated, added to, and edited in the influencer list and list detail pages.
Influencer Detail Page
The influencer detail page allows marketers to collate notes, and vote for the final influencers that will be engaged to participate in a campaign.
I had a lot of fun talking to and learning about the influencer marketing team and providing them with a tool that streamlines their workflow and helps them better share their searches across the team. The team was thrilled to have a single tool that covered their search needs and were excited to start using the tool!