Led the UI/UX redesign and frontend development, focusing on user-friendly interfaces and efficient functionality to connect influencers with brands and advertisers.
AdMass
Overview
Worked as the sole product designer and UX developer for AdMass, a marketplace that connects influencers with brands and advertisers. The project included designing two distinct apps: an influencer app (B2C) and an advertiser app (B2B2C). The focus was on creating user-friendly interfaces and efficient functionality to facilitate high-affinity matches between influencers and brands, leading to effective marketing campaigns.
Role
Design Lead and UX Engineer
Duration
December ‘16 — March '18
Tools
Sketch, InVision, Jira, Zeplin
User Problems
Users needed help navigating the platform, uploading content, and bidding on campaigns. The interface could have been more intuitive, and users often struggled to connect with suitable influencers or brands. This resulted in lower engagement and suboptimal marketing campaign outcomes.
Business Problems
AdMass aimed to enhance its marketplace to better serve influencers, advertisers, and brands by improving user experience and functionality. The existing platform had outdated designs and navigation issues, and features were needed for effective campaign management.
User Research
Through interviews and user testing, we identified key pain points:
Influencers wanted a seamless way to manage and upload content.
Advertisers needed better tools for targeting and managing campaigns.
Brand representatives required efficient ways to align with the right influencers.
"Targeting the right influencers for campaigns is time-consuming and challenging."
Competitive Analysis
Validation
We analyzed several competitors then to identify their platforms' strengths and weaknesses and inform our design decisions. Our analysis helped us identify opportunities to differentiate AdMass by focusing on a clean, modern interface, intuitive navigation, and mobile-first design patterns to improve user satisfaction and engagement.
To validate the problems identified, we conducted several usability tests and A/B testing on different design elements. This helped in understanding user preferences and the impact of proposed changes on their workflow and satisfaction.
"We need a platform that aligns with our brand values and connects us with influencers quickly."
"I need an easier way to manage my posts and track my engagements."
We gathered insights from a diverse group of users:
Influencers with varying follower counts
Small to large-scale advertisers
Brand representatives from different industries focusing on large media brands
A/B Testing / User Engagement
Our tests revealed that users preferred a clean, modern interface with streamlined navigation. Key features like targeted campaign alerts and improved content upload mechanisms significantly increased user satisfaction and engagement.
Onboarding
Original: Lengthy and manual sign-up
Test: Updated onboarding to include third-party sign-ups (e.g., Google, Facebook)
Result: 50% increase in user sign-ups and faster onboarding experience
Campaign Builder
Original: Complex and unintuitive
Test: Simplified bidding process with real-time updates
Result: 40% increase in successful campaign bids
Ideation
Focus group sessions provided feedback on multiple new feature concepts. We used a value/effort matrix to prioritize the most impactful improvements:
Onboarding
Implemented third-party authentication (e.g., Google, Facebook, Instagram) to streamline sign-up.
Simplified onboarding steps to enhance user experience and reduce drop-off rates.
Campaign Builder
Real-time notifications for relevant opportunities.
Dynamic bidding interface allows users to see live updates and competitor bids, making the bidding process more transparent and competitive.
Onboarding
Campaign Builder
Implementation
We implemented a modular CSS framework for consistent cross-platform branding, ensuring the platform looked and felt cohesive across all devices—the mobile-first design patterns catered to the increasing number of users accessing the platform via smartphones.
Brand Alignment Tools: Enhanced matching algorithms for better influencer-brand alignment.
Content Management: Efficient content upload and management features.
User Experience Optimization: Easy navigation and engagement for influencers, advertisers, and brand representatives.
Mobile-First Design: Ensuring optimal user experience on mobile devices.
Impact
The redesign led to a 50% increase in user retention and a 35% increase in successful campaign completions. Influencers found managing their profiles and content more accessible, while advertisers and brands benefited from more precise targeting and streamlined campaign management.
Reflection
The project's success underscored the importance of user-centric design and continuous testing. User experience and functionality improvements enhanced engagement and drove better marketing outcomes for influencers and brands on the AdMass platform.