Key
Manage Micro-Influencer Marketing with Ease
Client
Blender
Role
Product Designer
Year
2022
Industry
Marketing & Advertising
Overview
Blender is a marketing agency that struggled to connect brands with the right influencers, often receiving siloed communication and a lack of transparency created friction, hindering campaign success. They developed a data-driven scoring system to rank influencers based on factors like audience relevance, engagement rates, and brand fit, but the system suffered from clunky navigation, slow loading times and was actually making the work harder. We conducted user research to identify pain points, improve overall user experience and reach their product vision.
Process
To bridge the gap, we conducted a usability audit and follow-up interviews with marketing teams, brands and influencers. The results revealed difficulties in campaign creation and performance tracking, campaign discovery, communication channels and task completion rates. User personas were developed to understand the needs of marketing teams and influencer managers. Based on this research, we redesigned Key with optimized workflows, intuitive dashboards, and polished valuable features such as digital business cards that allowed influencers to showcase their expertise.
Outcome
The redesigned Key app saw a 45% decrease in task completion rates and a significant increase in user satisfaction. The integrated task management system improved communication and collaboration, reducing missed deadlines and improving overall project efficiency. Push notifications and in-app chat features fostered more responsive communication between brands and influencers. The responsive design ensured seamless operation across devices. Comprehensive documentation,including wireframes, user flows, and technical specifications, was delivered to engineers to facilitate efficient development.