My Role
Sole Product Designer
— Product Design & Market Research
Team
Vinay Mehta — CEO
Shubham Jain — P.M
Vandan Gohil — Research & Product Design
Dipesh Jaiswal — Lead Developer
Ashish Patel — Developer
Timeline & Status
3 Months, View Live Product
Product Overview
HypdVision offers campaign execution, management, and performance analysis tool for creators and brands.
Campaign Processes relies heavily on multiple external applications, creating data fragmentation. Second, the execution process is excessively time-consuming, limiting agility in a fast-paced marketing environment.
I led the web experience design, to address this problem. I also played a pivotal role in developing the MVP and achieving the product-market fit.
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KEY HIGHLIGHTS
1.0
Global Search Feature
1.1
Campaign Execution Dashboard
1.2
Responsive SaaS Design (Creator View)
CONTEXT
CultureX wants to scale campaign management by taking the operations online!
Why? To scale the business
At present, brands have to collaborate manually for campaigns on messaging apps. This eats valuable time due to the need for offline & manual communication.
2.0
Current flow of how campaigns are executed
THE PROBLEM
Influencer marketing campaigns are time consuming, overcrowded, and operated on offline channels!
Slow Campaign Execution
Brands find it time consuming to discover perfect creators for their ad-campaigns
Difficult to Manage
Big Campaigns
The performance of every creator gets difficult to track manually in big campaigns
Relying on Third party applications
The primary communication with creators is heavily depended on apps like whatsapp, drive and calls
WHERE'S THE CHALLENGE?
RESEARCH
What will it take to switch people online?
1.Making it Accessible for creators
A research workshop informed me that in order for HypdVision's vision to succeed, we had to broaden the scope of our user base amongst creators.
It was critical to understand where the campaigns weren't optimal and missing user expectations. Understanding their mental model was critical to make them switch.
3.0
Crucial Insight from Research
2.Streamlining the campaign flow
After analyzing user behaviors, I designed a workflow that simplifies campaign management. This flow saves 40-60% time in managing campaign.
2.1
Type of Questions asked by various users
3.Best approach to SaaS development
It was critical to identify the optimal MVP delivery approach that would easily integrate with our standard development lifecycle, particularly given the tight deadline.
3.0
Crucial Insight from Research
DESIGN DECISION
SOLUTION 1: GLOBAL SEARCH
Allowing brands save time exponentially in creator discovery.
Brands can apply filters, select the creators and export them directly to the list of creators in campaigns. Reducing avg. time consumption by 30-40%.
The KPI — Advanced Filters
After understanding the needs of brands, we spent majority of time researching about the filters to include.
3.1
Advanced Filters
Simplifying Complex Info
Creators have variety of categories, we had to make every possibility count.
Previous Filters
Brands often miss out on some filters, providing them previous filters ensures they apply the same filter and save time.
SOLUTION 2: CAMPAIGN
Managing campaigns made easy, fast, scalable for brands and creators.
HypdVision's feature is its ability to show users different states of campaigns (campaign status, playground, and guidelines).
To make the stages easier to interpret, my approach was to treat each state as its own distinct segment.
4.1
Visual Segments from Dashboard
1
Campaign Status
Creators A Progress bar designed to reflect upon the complex status of campaign.
2
It refers to the module where creators take action. i.e planning and writing scripts, recording videos, submitting live, and finally extracting insights.
4.2
Campaign Status Bar
4.3
Visual Elements from Dashboard
3
Encompasses of Campaign & product details.
4
Brands provide set of key points that creators need to follow while crafting deliverables.
5
Brands leave feedbacks once creator submits the script/video.
ADDRESSING CHALLENGES
Accessible SaaS for creators on their smartphones.
5.0
Responsive Version of SaaS
Reports gave clear direction on which segment gets prioritized more.
Design sufficiently catered the Target users, Managers, and Stakeholders.
IMPACT
Let's talk Impact!
Progress was lookin' awesome!
MVP was presented at an all-hands in mid-September 2022 and was appreciated a lot.
Platform now supports over 10k+ creators and 150+ brands for campaign collaborations.
Streamlined campaign review process, cutting down brand review time from 4-5 hours to 2 hours.
Advanced filtering in Global Search slashes traditional search times, saving brands 30-35% of the time they would spend on social media scouting.
KEY LEARNINGS
What did I learn?
Having conversations with target users, stakeholders brought me alot of insights on how to tackle problems.
Collaborating with developers and product manages ensured that the product direction is crisp & clear.
When on Design Sprints, all I aim is that I need to solve a problem and tackle it within tight timeline. This refined my problem solving skills.
