Gofamer is a SaaS platform providing analytics for influencer marketing. The project was to develop a feature to view influencer data from across social media and enable the user to create sharable reports.
UX Objectives
I was responsible for carrying out research to develop user personas, user task flows and user journeys; establish a site map and screen flows and prepare wireframes.
Role: UX Designer
Timeline: 7 weeks
Tools: Sketch, Balsamiq
WHO?
The web app is aimed at marketers carrying out influencer marketing campaigns.
WHAT?
The new feature, as part of Gofamer's responsive web app, provides an analytics dashboard of data from influencers' social media platforms with a range of filter options and shareable reports.
WHEN?
Marketers use this tool when reviewing their influencer marketing campaigns and preparing reports of influencer marketing campaigns.
WHERE?
Primarily, users use this on a desktop device in a work environment. However, Gofamer's aim is to design for multiple devices to enable users to view reports outside of the office.
WHY?
Marketers need a single platform to monitor their influencers' data in order to prepare reports and establish ROIs of their influencer marketing campaigns.
Understanding The Brief
Understanding The Market
I conducted a competitive analysis to examine, understand, and evaluate our direct and indirect competitors’ solutions, highlight products’ strengths and weaknesses, and make informed decisions about our product and design strategy.
Discover
Understanding The User
Throughout the Discovery Phase, I conducted user interviews and desk research, to uncover insights into users’ needs, pain points and how they carry out their tasks.
I was able to establish a Problem Statement which I could then use to inform personas, journey maps, features, and workflow ideas.
My approach was to firstly understand the business requirements and market I was designing for.
The initial challenges were:
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As a startup, resources were limited to carry out extensive research. As a solution, I interviewed members of Gofamer's established user base and dug into my own contacts to interview friends and family working in marketing or branding.
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As influencer marketing is a relatively new subsector of marketing, there was a limited number of competitors I could access to test. To overcome this, I researched platforms which shared similar characteristics, e.g. analytics platforms, sharing patterns and filtering patterns.
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Data formats across social media platforms vary, making tracking campaigns time consuming and data intense. I defined which data contributed to the marketing funnel and therefore which data would provide the greatest contribution to measuring influencer campaigns.
Image by Stories
Image by Stories
Problem Statement
Marketers need a way to efficiently monitor and measure influencer marketing campaigns so that they can determine ROI’s in order to effectively plan and grow these strategies.
Define
Design the right thing
With the insights gained from the Discovery Phase, I was able to define the framework to build possible solutions.
Starting with defining a site map.
I brought the user into the process by developing a persona and user journey's to involve the pain points and motivations of the user, as well as, user flows, to depict the physical flow through the screens.
Develop
Design things right
The Develop Stage is where I begin to translate ideas into prototypes to hand over to the dev. team.
After some initial paper sketches, I devised wireframes and screen flows.
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Create campaign analysis though filters (keyword, date range, social channel)
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Select "Create report" button
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Select Reports feature
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View saved report
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Edit data sets
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Export report
Screen Flow - Share Report
Feature Design Example
The original design includes a "select all" checkbox to help to filter influencers.
It also acts a reset feature.
Features
My goal was to:
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add a search field,
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include a reset button,
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determine the states for "select all" used in conjunction with autocomplete.
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arrange names in alphabetical order
To-do
Screen Development
Original Screen
Iteration 01
Updated Features
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Search Field
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Clear option
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Cancel and Done button
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Autocomplete - "Select All" selects all filtered results
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Names in alphabetical order
To-do
After the design review:
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add reset within search field,
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use "select all' as a reset
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clarify the "select all" for various states,
Iteration 02
Updated Features
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Reset (x) added in search field
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"Clear" removed from influencer field
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"Select All" uses checkbox format
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"Select All" checkbox defined for each state
Select All - Checked
Select All - Unchecked
Select All - Indeterminate
STEP 1: User Story
As an agent, I want to be able to easily find an influencer in the Influencer Picker so I can save time when generating a report.
STEP 2: Problem Statement
In the influencer search dropdown, users are missing a way to quickly search for the influencer they want to view data reports on.
How might we increase the speed of selecting relevant influencers?
How might we improve the filtering of influencers? How might we rescue the user from making a mistake?
How might we arrange the influencer data to improve searching?
STEP 3: Goals
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A search field.
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A clear select and reset option.
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Filtering by name search.
STEP 4: Hypothesis
We believe that building a search field will give the agent greater options for quickly searching for specific influencers.
We believe that building an autocomplete search feature for the agent will improve the ease and speed for finding an influencer.
We believe that building a reset feature within the search feature will help the agent to recover from mistakes as well as quickly create a new influencer search.
DELIVER
Build - Measure - Learn - Repeat
As a lean startup, the platform's features are constantly evolving, running each update through the product development cycle, refining the current features and iterating on product releases.
For each feature, I repeated the process of developing user stories, establishing problem statements, solutions, and hypotheses, in order to deliver mid-fi prototypes to the dev. team.
I used Material Design guidelines and recycled existing design components for quicker design implementation.
Retrospective & Next Steps
What went well
Coming in to a small team, where I was the only UX designer, was not just understanding the market and platform but adapting to this work culture. At times, this was advocating for a use case from a design perspective rather than what was easier to build. I feel I was successful at representing the user while also working to the immediate needs of the company.
Working closely with developers was a huge benefit to develop my understanding of the complexities involved in building ideas. Taking on their feedback helped me to create design solutions which could be built and implemented quickly.
Working in a lean startup meant I could contribute to Gofamer in broader terms than design. In quieter design periods, I suggested I run some bug testing, setting up a reporting system in a shared document.
Things I would do differently
Working remotely, as well as being the only UX designer, was often isolating. It took me some time to realise what the issue was. My director was quick to find a solution by establishing daily standups and design sprints. In the future, I would work to define what an issue is so I can raise it quicker.
Without a physical work space, it was not possible to observe the wider picture of what's going on with a company. I was always excited to hear of new partners and funding when they happened, but realised I wasn't aware of the other milestones the team were working on. In the future, I would ask some more about the company goals or pain points so that I can ask which items I could contribute to and simply have a better understanding of the company's direction and colleague's workloads.