Enhancement of collaboration between influencers and brands.
Identify MVP for first version of Wobb platform - web & app
HOW DID PRODUCT DESIGNERS HELP CRACK A GREAT VISION INTO A TANGIBLE SOLUTION?
WHAT DOES YOUR SERVICE OFFER THAT OTHERS DON'T?
WHY SHOULD YOUR CUSTOMERS CHOOSE YOUR PRODUCT?
WHAT SETS YOUR PRODUCT APART?
STORY PLOT SET BELOW!!
WOBB
Wobb is one of the early AI influencer marketing platform founded on 2020. It is a start-up that is the operator of an influencer marketing platform intended to assist brands and influencers with campaigns and marketing strategies.
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What makes Wobb different from others?
Wobb centres its attention on the primary challenges currently experienced by both marketers and content creators:
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Payment delays and communication issues.
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Establishing connections with influencers can be a significant challenge.
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Managing multiple or extensive campaigns lacks direct control.
CONTEXT
Joining Wobb amidst the Covid era, I found a budding product team and a basic website for campaign onboarding. The CEO shared insights, and I dove into the influencer and marketing team, gaining a understanding of internal processes, challenges, and opportunities. Conversations with Wobb influencers enriched my insights into the influencer marketing industry. With no design files or analytics, we had a 6-month window to build a foundation. This period was utilized for clarifications, questionings, and setting up organizational systems, including a robust communication structure, a library, and streamlined workflows with the product team and developers.
CHALLENGES
CHALLENGES FACED BY THE COMPANY
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Manual Campaign Management: A significant 90% of campaign operations are manually executed, leading to a substantial cognitive burden on Wobb Influencer Managers, and a rise in manual mistakes and delays.
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UI Bugs: The basic version is plagued with a multitude of user interface bugs.
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Ineffective Landing Page: The landing page fails to effectively communicate the company’s statements and vision to visitors.
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Dated Design: The design of the platform is outdated and in need of modernization.
CHALLENGES FACED BY THE UX DESIGNERS
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The Influencer Marketing Platform, expanding to the Indian market in 2020 and 2021, faced challenges:
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Lack of Market Data: Comprehensive market data was scarce, impeding effective landscape assessment.
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Unclear Customer Data: Vague data on potential customers hindered precise targeting.
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Limited Feedback and Validation: The product encountered limitations in terms of feedback and validation from the emerging market.
OUTCOME
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Doubled Influencer Database: Witnessed a remarkable 50% growth in our influencer database during 2022 and 2023.
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Enhanced Manager Efficiency: Successfully decreased the workload of Influencer Managers by 40%, streamlining operations.
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Revitalized Platform Interface: Achieved a more streamlined and modern interface, enhancing user engagement.
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Simplified User Onboarding: Implemented an intuitive and comprehensive onboarding process, facilitating a smoother journey for marketers on the platform.
DESIGN FRAMEWORK
1. DEFINING THE PROBLEM
VOICE OF BUSINESS
Understanding Business needs
VOICE OF MARKET
Competitive Analysis
VOICE OF CUSTOMERS
Wobb's influencer managers, comprising both in-house and external influencers, played a pivotal role in providing insights into the platform's functionality. Our sessions with them aimed to understand their campaign management processes, uncover challenges, and discern why they favored Wobb.
Results:
These sessions revealed a broader pool of stakeholders, beyond brands and influencers, whose contributions significantly impact campaign management.
INSIGHTS
" Who am I building this for?"
Users pool in Influencer marketing platform
Target Users - Looking to collaborate with brands
Target Users - Marketers requirement
PERSONAS
User Persona: looking to collaborate with brands
User Persona: Hiring influencers to promote campaign
Internal mediators
"Why am I building this?"
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To ensure platform flexibility to accommodate the needs of both marketers and creators effectively.
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To facilitate equitable compensation for precise contributions.
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To implement a systematic influencer management and approval process.
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To promote transparent communication between marketers and creators.
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Lastly, to prioritize a user-friendly workflow and overall experience.
"What am I building?"
After diving into research and understanding the challenges and expectations of our users, we honed in on our vision with Adlibs.
For Collaborators
For Marketers
"When & Where will it be used?"
Wobb will be used by influencers and brands for collaboration, regardless of their location. These apps facilitate connections and transactions between the two parties, making it easier for influencers to find opportunities and for brands to discover the right personalities to represent them. The usage of these apps is not confined to a specific time or place; they can be accessed anytime and anywhere, provided there is an internet connection.
2. EXPLORE CONTEXT AND REIMAGINE ACTION
Incorporating the insights gathered from our research, we re-envisioned the emotions, perspectives, and behaviours of our users. This allowed us to emphasize recurring interactions and primary user journeys, enabling us to derive a Minimum Viable Product (MVP).
CURRENT MANAGEMENT
Our initial objective became evident during our discussions with the Wobb influencer managers: to enhance the ease and organization in the lives of IMs. This entailed streamlining the platform to such an extent that the marketers and creators could independently accomplish tasks, relying on timely analytics and guidance furnished by IMs, rather than having to undertake the entire process themselves.
Current Influencer management journey - finalizing requirement to payment completion
" How am I building it?"
We had a brainstorming session using the HOW, NOW, WOW matrix, which was based on questions like "How might we" that came from our research and the personas we made. This helped us organize and prioritize the ideas and solutions that came up during brainstorming.
Rearranged solutions from ideation sessions
USER TASK PRIORITIZATION
The key to retaining and nurturing current customers is ensuring they have a great experience. It's crucial to understand why some users are leaving and continuously improve our product to retain them. Our next task began with an in-depth analysis of the challenges users faced during their tasks and thorough research to find solutions to their needs.
User Tasks: Collaborators
User Tasks: Marketers
INFORMATION ARCHITECTURE
Wobb earns a 20% share of the payment, but the key to generating more leads lies in ensuring that customers can smoothly navigate, collaborate effectively, and successfully complete their campaigns. We achieve this by:
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Enhancing our landing pages for a more engaging user experience.
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Maintaining a responsive, lightweight and intuitive navigation to enhance our users' experiences but also contribute to the generation of more leads.
Describe your image
Describe your image
Describe your image
Information Architecture
3 & 4. CRAFT THE INTERVENTION & IMPLEMENT SOLUTION
Visual Style
Acquiring customers
Creative/professional/community
Style guide library
4. DESIGN SOLUTIONS
LANDING PAGE:
The landing page caters to both marketers and creators, guiding them to take direct action and experience the platform. It highlights how Wobb addresses the unique needs of both parties, providing a personalized experience. Additionally, the design goal includes optimizing the landing page for SEO.
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Users seek prompt answers to questions like:
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What does Wobb offer?
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Who is it for?
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How is it different (Hook)?
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Can we trust it?
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Can we try it easily and quickly?
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Is there someone we could connect with?
Wobb landing page -Scroll to view full page
DEDICATED PLATFORM FOR DEDICATED USERS (for MVP):
Insights gathered from Influencer Managers reveal that collaborators predominantly use mobile apps for their full-time work, while marketers prefer tablets and desktops. To streamline the process and enhance navigation, the mobile app is designed to facilitate everything from campaign discovery to milestone submission. Conversely, the web platform is optimized for posting campaigns, managing hires, and processing payments, catering to the different device preferences and workflows of users.
Different stages of campaign management
Design outcomes
Designing for AI to enhance user experience
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Our solution focused on:
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Intelligent Personalization & Efficiency: We automated matching using AI to analyze comprehensive data, generating highly relevant connections and drastically cutting discovery time.
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Transparent Match Rationale: Marketers see a clear "Match Score" with the requirements mentioned during the hiring for informed decisions. Users gain immediate, actionable insights into the AI's reasoning.
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Proactive & Personalized Alerts: Collaborators receive prompt notifications for highly relevant campaigns, complete with match explanations, ensuring no missed opportunities.
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Empowering Performance Metrics: Collaborators view their "Hiring Success Rate" for transparent feedback, while all users benefit from universal platform metrics (e.g., average response time) fostering efficiency and trust.
5. TESTING MULTIPLE INTERVENTION
We conducted prototype testing with 5 Influencer managers for journey of 'posting campaign' and 'Approving deliverables/milestones'.
Posting Campaign
We performed A/B testing to confirm the effectiveness of the post-campaign form. Design A is similar to the current one, collecting only vital data. Design B, a new approach, reduces cognitive load with a distinct screen and labelled requirements for enhanced clarity and quicker submissions.
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Hypothesis
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Law of closure: Decrease the number of elements, you need to let the user understand and what you aim to show.
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Result
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4/5 preferred design B
" Much more easy on eyes"
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Design A
Design B
Assessing deliverables
We conducted usability testing specifically focused on the process of evaluating milestones.
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What we aimed to validate:
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The ease with which users can review submissions.
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The methods users employ to activate milestones, with a specific focus on milestone 3 in this scenario.
User Journey:
Marketers navigate through content submitted by influencers. Their tasks include approving/seeking revisions, activating milestones, rating and reviewing, and reminding influencers to submit their work.
Results:
Out of 5 participants, 3 found it straightforward to choose the profile for which milestone 3 needed activation. On the other hand, 2 out of 5 participants opted for manual activation, possibly due to limited variables prompting a straightforward manual approach.
Brands reviewing influencers for respective campaigns