The Social Brain
Create an initial prototype
The social brain is a web-based platform that wants to revolutionize the world of influencer marketing by allowing you to manage your influencer campaigns and their performance.
This platform is not only aimed at marketing professionals but also for anyone who wants to manage their campaigns, making it more accessible not only for people working in the sector.
The client had a first prototype that performed the basic functions, the client's wish was to redesign the whole concept and add new features, making the user experience easier and also consistent with their new brand guidelines.
The social brain's old platform had the following problems:
No defined journey
Without a structured information architecture, the website's navigation might be confusing, making it difficult for users to find what they are looking for.
Poor User Experience
The website may not address the needs and preferences of the users, leading to frustration and high bounce rates.
Different sections of the website may have varying designs, leading to a disjointed and confusing user experience.
Make influencer marketing more accessible to all users by creating a web-based platform with a clear and organized structure that allows users to manage their influencer marketing campaigns.
How might we redesign a better experience to bring influencer marketing to a broader audience?
First things first
Before starting the project, we did research on the subject. We tried to answer the following questions:
What is social media marketing?
Is a form of digital marketing that leverages the power of popular social media networks to achieve your marketing and branding goals.
What is a social media influencer?
Someone who has access to a relevant audience that you want to get access to and can persuade that audience to take action based on their authenticity and influence.
What can a social media influencer deliver?
A social media influencer can deliver various forms of content and engagement to their audience, depending on their niche, platform, and overall strategy.
How to keep track of marketing campaigns with influencers?
The best metric to measure this is ROAS (Return On Ad Spend). The ROAS basically tells you the return you’re getting for every 1€ in ad spend.
Before starting with the conception phase, we conducted a competitive audit, looking at what products are currently on the market, and analyzing them in detail to see what they do well and what could be improved, in order to apply it to The social brain.
To start with the conception phase, we began by drawing on paper the different main screens, and trying out different ways of displaying the information. This helped a lot to start materializing the ideas and get a little more direction.
To align the user interface and functionality with the intended user experience and to break down the complexity into manageable and understandable steps, we developed different user flows.
Before the redesign, the platform was cluttered, the layout was inconsistent and the user journey was not clear.
Here is a detailed walkthrough of what we improved after the entire conception process.
The home page displays a dashboard with the most relevant information where you can see which influencers are performing best and the campaigns that have generated the most revenue among other things.
We wanted to keep the login very simple. If the system does not recognize the email entered, you are directed to the signup.
Here we thought it would be a good idea to introduce some metrics like gross media, net media reach and the number of influencers you work with. In the table below you can find much more details about each influencer and their work.
After clicking on one of the influencers in the influencer dashboard you will be taken to this page where you can have a detailed view of the influencer's performance within your marketing campaigns.
Another of the most important screens within this platform is the post analytics, where you can see the total number of posts you have published, how much you have invested to date, what is the total profit to date, and the number of orders.
What I learned
After concluding this project I learned several things, First of all, to be able to do this project I had to learn about influencer marketing, a topic that I had no previous knowledge of, during the research phase I learned which are the leading companies in this market.
I also learned that sometimes the first ideas are not the best and it is good to keep a flexible mind and open to change. To conclude, as it was teamwork, my partner and I improved our communication skills to be able to finish the project successfully and on time.