The research plan is aimed to identify main pain points of users, prioritise them and prepare a validated solution that suits users and business needs.
The process planned with having empathy towards the users, by doing user research, identifying key pain points, doing competitor analysis and preparing design solutions, then ended it with prototype and user testing to validate the solution. This process provided a solid foundation to have better outcomes that match users needs.
Analysed the gather information from the interviews and from the data sources of Mixpanel, Hotjar and Metabase.
Through analysing the information, the current interface of campaign management looked outdated, and the learning cycle was a bit complicated with the extra demand on inviting more influencers to the campaign, as the current campaign management was aimed to serve Instagram campaigns, and with max of 20 influencers, the main pain points are:
- Less experienced advertisers had problems with writing briefs.
- Brands had to upload their brand logo every time for new campaigns.
- Time consuming to identify influencers and add them to a group to invite them to the campaign.
- No full overview of influencer posting dates.
- Too many invited influencers and hard to find the new content.
- Unnecessary information displayed in campaign reporting.
Ideation was aiming towards improving the user interface and experience of campaign management.
After identifying the key pain points and prioritising their importance, I have started with sketching several solutions that can improve and ease the user experience. The suggested solutions were.
Campaign brief is the place were advertisers start their campaign and get influencers to participate.
The current solution for campaign brief served experienced advertisers, but through the data and interviews, it turned out that advertisers have issues with writing a brief that is easy to understand and improves participation rate in campaigns. The main solution focuses on:
- Brief templates were provided to help less experienced advertisers.
- Brands can add and manage logos.
- Removed auto-save feature of briefs, and introduced prompted save feature when user wants to leave the page.
Advertisers want to select creators for their campaign to participate and generate content.
The current solution for creator selection was wasting a lot of time for advertisers, as users had to leave the campaign and go to the search tool to find and group influencers to invite, then go back again to the campaign and invite them. The main solution focuses on:
- Users can search and invite influencers from within the creator selection step, to save them time.
- Only relevant creator information is displayed that suits the campaign needs.
- Different search options were provided, such as search by creator name and filtering options.
- Users can invite influencers in bulk, as through the data it shows that advertisers were inviting more than 100 influencers.
- Users can send personalised reminder messages to remind influencers of the invite.
- Users can add budget to the campaign without the need of going back to customer support.
Place were influencers and advertisers can negotiate and find updates on participating influencers.
The current solution for influencer negotiations was not giving enough permission for advertisers to control the invitations, and influencers didn’t get enough time to reply to invitations, the invites were set with a time limit of 48 hours, then it changes the status of the invite, which was confusing to influencers and advertisers, also through the data it shows that influencers and advertisers accept invites within the first 10 days of invites. The negotiation button was hard to find and often advertisers come to support with questions on sending a counter offer. The main solution focuses on:
- Providing improved interface and statuses.
- Better response time, as the time limit was taken away and provided delete possibility for advertisers, to be able to delete certain influencers from the campaign.
- Improved campaign steps by leading the user to the steps once they have a new new update.
- Smart negotiation system, based on the reason of declining the invite by the influencer, the advertiser gets the possibility to negotiate or just skip negotiation.
- Calendar overview of upcoming posts by influencers, with statuses of the post, ability to send reminders and adjust posting dates for influencers.
One of the biggest pains for advertisers is seeing the content in one place, and being able to take actions on the creative content.
The current solution of campaign management was solving problems for smaller scale of campaigns, but we noticed that there is an increase in content submission, and it requires better tool to manage the content and easily find new updates. The main solution focuses on:
- Showing creative content in a clean and simple way.
- Clear actions are displayed for the user.
- Better filtering possibility, as now the user can filter for new content in a better way than before.
- Bulk actions have been added, as there was an increase in content to reach 300 posts.
Influencers gets paid for their participation after finishing submitting their creative content.
Payments was included within the step of content, but it was misleading and generating lots of issues for advertisers, as they were able to generate payments for influencers that didn’t finish all of the posts, and it created extra confusion. The main solution focuses on:
- Providing payments in a separate step.
- Influencers gets moved to the step after they submit all of their posts as agreed, as the data shows that 95% of the influencers submit their posts within the campaign period. However, the other 5% were also considered, and to not generate any confusion, influencers that didn’t submit all of their posts get paid after campaign flight time ends, so the system can know there are no longer posts, to ensure no over or low payments by advertisers.
Reporting of the campaign performance is a key indicator for advertisers to identify if the campaign is successful.
There was a lot of confusion with reporting, as there were unnecessary data displayed of non-influencer posts that used the same hashtag, which initially was provided to identify how popular the hashtag gets, but this hypothesis proven to be wrong. Also, it was complicated for advertisers to identify creators that performed very well in the campaign, and which posting time and date brings better performance. The main solution focuses on:
- Providing a clear overview of reporting, by showing necessary data only.
- Filtering options were added to filter by date of post, to compare the performance.
- Filtering by creator performance and post performance.