Tuo Zhang Product Designer, Illustrator, Gamer
OVERVIEW
In December 2016, I joined Boostinsider's product growth team.
During two years, I helped the team define its very own process and launched the Socialbook,
BOOSTO, CryptoInfluence these products. Overall, we increased Socialbook's user base.
This experience helped me learn new design methodologies which refined my overall comprehension of product design.
MY ROLE
Wireframe, visual design
User experience
PERIOD
Dec 2017 - June 2018
COMPANY
Boostinsider.Inc
MISSION
Build the product
Background story
The social media marketing has become a big deal in recent years, and base on the study, teens will spend up to nine hours a day on social platforms. This result proved the social media influencers have a significant impact on fans' behaviors: everything they said, everything they wore, all could become a trend between the fans.
Because of that, many brands start to invite the influencers to promote their product, but most of them have no idea how to find the right influencers to help them. At the same time, some influencers start their career, and they can barely support their life, how to find a brand to sponsor their videos and posts can be challenging.
Project Overview
SocialBook is a social media influencer performance analytical engine, that helps brand and agency understanding the influencers' market value and hidden audience insights.
SocialBook.io is the easiest way to understand social influencers from data analytics in terms of pricing, channel performance, and audience demographics. Moreover, it can efficiently help marketers to identify if an influencer is right for their product.
My Role
I joined the team as a UI/UX designer, and I had the chance to own the design and product vision. Then, during my working time in the company, I collaborated with the product manager and CTO to build the user interface and user flow for this product.
Research and Goals
To begin my research, I started to look at a few competitors or similar platforms, analyzing UI, UX, User flow, and key features.
When we finished very first version of the SocialBook, and we immediately start to send the newsletter and invite the users to try our new product. The product team starts to use Mixpanel to track all the user activities, and this data can help us know where were users dropping off. At the same time, the SocialBook's support team, collected all the questions that often came up from new users, active users.
We want to know what elements of the product were confusing or unclear? From this research, we listed all the questions that were confusing to new users.
Research findings:
1. "The search bar is not easy to use."
2. Not quite understand the meaning of "Boost Score"
3. The tags on the searching page wasn't clear enough.
4. It's hard for users to contact the influencers.
5. It's inconvenient for users to share the profile with others.
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Project Goals:
1. Simplify the advanced filter, reduce the time of education users, the number of steps.
2. Redesign the influencer profile page
3. Allow the user to make a influencers list, and share with it quickly.
Userflow
Solution
1. Simplify the advanced search
How a user find the right influencer in SocialBook?
Want to find the right influencers
Searching...
Get results
Look through results
Found the right influencer
At this point, we made some "restriction" to trigger users to buy BoostCoin or become a subscriber. According to user activity analysis, we found we lose some users before they arrive at the "trigger point."
I stepped back and rethought the user needs, and the data shows that, at the "searching" part, some users are dropping off, and some test users also told us the filter is too hard to use. So if we could provide a better filter using experience, the user would be willing to spend more time on this product.
Version One
Version Two
According to feedback from users, the adjustment bar is not easy to use, they had a hard time to enter the right number.
Final Version
This vertical filter is too long, and not easily visible, and there are too many options going around here.
This filter button confuse users a lot, sometimes they think this is the "apply search" button.
2. Redesign the influencer profile page
What a tough challenge...
Influencer profile page is the core of SocialBook, and it contains estimated price range, average view, total followers, channel performance and so on.
Profile Section
In this section, User can find the basic info of this influencer, and we also provide a Boost Rate to help the user to define how good is this influencer.
Add to list
Channel, Brand Safe, Nationality
Message
The boost score is how powerful our system thinks the influencer is, overall, within their categories. The range is 0-100.
Video Section
The user could check the recent video posts of influencers, base on the content to decide which influencers is the best fit.
Performance STATS
According to our analysis of influencers' every social media post, Users can find out the worthing of influencer, and all the data they needed.
Youtube Progress Graphs
Users can find out daily performance base on the number of views, and when users hover on the chart, it can directly tell them what content was influencer post that day.
Brand reviews
In this section, you can check the customer reviews, and check the what other brands think about this influencer's performance, and how they cooperated.
The most challenge part...
How to arrange all the sections into one page could be hard, a profile page has been divided into two part: free and not free.
The user can check this part of information free.
The user needs to buy this info to unlock other content.
Final design
How to list up influencers ？
The only CTA at the influencer's card can allow the user to add him/her to list.
Influencer Card
Click Add Button
Enter List Name
Done
At the searching page, the users can easily list up the favorite influencers and share the list to their friends and colleagues through email.
Influencer list page
Enter the email
When the user shares the list to the friends or colleagues, they will get a notification email from SocialBook, and to see this email they need to sign up firstly.
Email Notification
Icon illustration
Since I'm working on a social media product, I want the UI could be beautiful and simplicity. Allow users to create the campaign, and track the data of influencers' performance, and pay them easily.
Placeholder Icons
Notification Icons
Some UI Design...
Impact
As a product designer, this case study taught me how to keep the people I’m looking to serve in the heart of the design process. Although some of my solutions may seem like small changes, it’s important to note that I made the minor changes that could allow for the maximum task success rate.
