Timeline
Role
Platform
Tool
Related : Enhancing Payment Efficiency Project
I have completed two design projects for The Salon app. Please also check the second project that was carried out after the first update.
Problem Discovery
Influencers are exhausted by irrelevant campaign proposals and fragmented communication.
With the growth of influencer marketing, influencers are receiving more collaboration proposals from various platforms, agencies, and brands than ever before. While this abundance of opportunities is generally positive, it also results in a buildup of irrelevant or poorly targeted proposals, leading to increased fatigue among influencers. Moreover, the excessive variety of communication channels has made it even more challenging to manage conversations and schedules effectively.
"How might we facilitate influencers in discovering relevant campaigns more efficiently and enhance communication processes?”
Key drivers
Optimizing influencer campaign workflow and communication
By optimizing the process for influencers to easily find, apply for, and complete campaigns that align with their expertise, app engagement can ultimately increase. To achieve this, my design focuses on the following key areas.
Campaign Board
Integrate direct communication channels with internal marketers for each campaign, enabling influencers to discuss and upload files within the platform. This reduces the need for external tools, enhancing collaboration and engagement.
Category
Allow influencers to register two fields of expertise, categorizing campaign proposals to help them easily find relevant opportunities. This enables influencers to focus on campaigns that align with their brand and target audience.
Personalization
Provide personalized campaign recommendations based on influencers' profiles, engagement history, and preferred categories. This ensures influencers stay updated on opportunities that match their interests and expertise.
Research & Analyze
How is influencer marketing carried out nowadays?
I aimed to gain a clear understanding of how influencers discover and apply for marketing campaigns through the app, as well as how they manage their daily tasks and execute their marketing efforts. To better understand their behaviors and motivations, I used the following research methods for the redesign.
Qualitative and Quantitative Data
I conducted in-person interviews and surveys to gather insights into how users execute and manage their marketing campaigns. This included examining their experiences with other platforms, their influencer activities, and their preferences for managing ongoing campaigns.
Influencer Marketing Market and Competitor Analysis
I analyzed 14 influencer marketing apps to identify key business opportunities and areas for improvement in our app. This helped uncover valuable insights on enhancing the user experience and addressing pain points.
Influencers spend 80% of their time focusing on primary content areas, while the remaining 20% is dedicated to secondary categories. On average, influencers handle 5 campaigns each month, spanning one or more categories. They also reported using 5-6 different channels to communicate with clients and marketers. This excessive use of channels may lead to confusion and inefficiencies.
"The biggest insight we discovered was that apps categorized by specific fields are few in number. How much of an impact could categorization have on influencer engagement?"
We conducted interviews with 16 users from various fields, and they expressed a preference for campaigns to be categorized into two or more categories based on their areas of expertise within the app. They shared that, even when applying for campaigns, they still spend a lot of time filtering out irrelevant proposals.
"We found that users believe that more precise categorization
based on their content field would help them easily find campaigns."
About
Hana is an influencer with a focus on travel and food, known for her adventurous and budget-friendly approach. She is seeking brand partnerships that align with her values while growing in these niches.
Needs
Hana needs a way to filter out irrelevant offers and simplify communication with brands, allowing for smoother coordination and more relevant partnership opportunities.
About
Jin has been building his expertise as a tech influencer by partnering with aligned brands. He places a strong emphasis on efficient collaboration to accommodate his busy schedule, ensuring he can manage both his professional commitments.
Needs
He prefers tech-focused campaigns but struggles with feedback delays, unclear briefs, and irrelevant proposals. He needs a solution to address these challenges.
Based on interviews, surveys, and identified user pain points, we discussed design improvements and consolidated overlapping categories to refine them into actionable solutions.
Affinity diagram
Brainstorm
Prototype
Balancing User needs with Business goals
During the MVP (Minimum Viable Product) development, we focused on three key aspects: first, integrating fragmented communication; second, providing a clear categorization system; and third, enabling personalized campaign recommendations based on these elements.
From that, we aimed to achieve the business goal of increasing user engagement and reducing external communication time, enabling internal marketers to manage more campaigns effectively.
Setting up the Structure
To develop concrete solutions aligned with both user and business goals, I iteratively refined ideas. The focus was on standardizing communication, optimizing categories, and personalizing key features. These improvements were designed to minimize the time users spend exploring and completing campaigns.
Through extensive exploration of possibilities, I developed low-fidelity wireframes and prototypes, which were tested with the team. The outcome was four key views: category selection during onboarding, category addition on the home and campaign screens, personalized campaign recommendations on the home screen, and the addition of the campaign board feature on the campaign detail page and My Page.
"I want to receive personalized campaign recommendations."
"I want to quickly check only the campaigns relevant to my field of activity."
"If I have any questions about the campaigns, I want to ask them immediately."
Enhancing campaign efficiency with category precision and direct communication
Key driver 1: Category information collection
Discovering category-specific campaigns
Key driver 2: Personalized campaign recommendations
Based on personalized information, relevant campaigns are delivered through notifications, ensuring users don’t miss out on participation opportunities.
Personalized campaign recommendations are displayed on the home screen, increasing campaign participation rates and app engagement.
Key driver 3: Unified communication via campaign board
Easy access to guidelines, posting drafts, and feedback
User Onboarding
Campaign Filter
Campaign Detail Page Board
My Page Board
Personalized Campaign Recommendations
The redesign of the app, aimed at enhancing influencer engagement, has brought significant positive changes to the campaign support process and communication workflows. Following the update, previously fragmented communication channels—such as phone calls, emails, and direct messages (DMs)—were consolidated within the app. This integration has resulted in higher user satisfaction among influencers and improved operational efficiency for internal marketers.
There are still instances where influencers fail to upload draft posts or submit URLs on time, requiring additional communication. This issue could decrease the efficiency of the campaign process and is being considered as a key area for future updates.
