STYLEHAUL

A Platform to

Increase Productivity

Defined the current frustrations facing staff. Designed an internal system to meet those needs and be the place to manage all project data and communication.

Work   ——    Info   ——   email
01
pmTool_ro

Overview

Stylehaul is an agency that represents social media influencers They wanted to investigate ways to improve productivity and standardize workflow to support their rapid growth.

This project is the design of a collaborative digital space to manage workload, interact with team members, track communication, prioritize deadlines, organize documents and search talent. It would be used internally, with limited access for content providers and clients.

 
ROLE

Learned & identified key aspects needed for a fluid workflow, designed a way to meet those needs and then worked with the team to decide the best way forward.

 
APPROACH
 

Interviewed Staff
Integral to this project was understanding how each department worked. For two days, the product manager and I meet with various team members to review their responsibilities, daily frustrations/limitations and any suggestions they had for improvements.

Designed Strategy
Shared my findings, outlined specific tasks performed for each role and provided high-level takeaways. Used this insight to prioritize designs for the campaign managers tasks, who had the most pressing and time-consuming issues. I outlined all the features the platform would need, then created a sitemap and task flows.

Visualized & Prototyped Solutions
Wireframes & visual design overlapped to expedite the process. The focus was on the experience, not visuals. Stylehaul had brand guidelines for the color palette and typefaces. 

Campaign Manager feedback and use of the product was the planned success metric. While I reviewed prototypes with them throughout the design process and revised appropriately, I was not there for implementation.
 

CLIENT

Stylehaul

SKills

Research / UX / Visual Design

DELIVERABLES

Discovery and Interview Documentation / Site Outline / Site Map / Flows / Wireframes / Visual Designs / Invision Prototypes

DESIGN TEAM

Solo Project


Discovery

Talking to Staff

Insights from Interviews
Conversations with the staff were key to understanding how the Stylehaul team worked, individual responsibilities held and current roadblocks faced. I interviewed staff from each department for 1-2 hours. While each discussion highlighted unique issues,  common hurdles also presented.

Some pain points were obvious, like how inaccurate data caused users to abandon the previous system altogether, however, the extent of that complaint and the frustration it caused, showed staff trying to work with the tools provided. This was encouraging when questioning whether a new system would be a worthwhile investment. It also led to developing a plan for setting restrictions on who and how the content would be updated (with a role for each department). 

Questions Posed

  • person’s role & responsibilities
  • how they used the current system
  • common frustrations
  • suggested improvements
  • how they see their position changing in the future

.

Pain Points Exposed

  • inaccurate information
  • communication breakdown (with both team members & influencers)
  • sharing documents
  • managing calendars 
  • difficulty customizing client reports.

Focusing on CM's Tasks

The interviews led to focusing on the Campaign Managers' workflow as Phase 1 since they would benefit the most from a new PM tool. I outlined the Campaign Managers' responsibilities and what features the new tool would need. Then I created an extensive list of features and functionality to review with the developers.

CM's Responsibilities → Basic Features Needed
Campaign Managers lead social media campaigns. They work with clients (usually advertising agencies or retail businesses), staffing projects with the right influencers to meet pre-established targets. I outlined all their responsibilities and focused on five needed features where the new pm tool would improve efficiency.

  1. Create a Campaign 
    Review and input campaign details, goals and schedule.
  2. Search and Establish Influencers
    Find and research the right talent for each campaign, which includes reviewing visual data and influencer metrics.
  3. Analyze Influencer Groups
    Compare groups of influencers to meet the campaign goal.
  4. Communicate with Influencers & Clients
    Coordinate and organize correspondence in one place.
  5. Track and Report the Campaign Activity
    Track influencer deadlines. Provide feedback on progress. Update clients with regular reports.

Documentation & Flows

Research notes, requirement outline, site and task flows created to review with VPs and dev team.

SiteMap_new

Wires & Visuals

01

Create a Campaign

PROBLEM

Accessing inaccurate information in the database was the pain point heard most from staff. It led to a lack of trust and abandoning the current system, increasing use of independent third party solutions and making content even more decentralized.

SOLUTION

I created an extensive section where campaign details would be input as soon a campaign began. To encourage accountability, each department is responsible for their section. The process starts with the legal department after a contract has been signed and moves through marketing then campaign managers.

UI elements were simplified where possible to prevent mistakes and quicken the process.

Create-Campaign-2
02

Search & Review Influencers

PROBLEM

Finding talent to participate in a campaign is difficult for CMs. There is a vast amount of information to take into account and specificity is required. This task encompasses two parts: searching all current influencers for the right fit (shown below) and then analyzing those options as a group to see if they meet the campaign requirements (next section). Discovery showed this process was being done with multiple excel spreadsheets and no universal system. Managers worked from memory or referrals and could not do an exhaustive, in-depth search of the talent.

SOLUTION

My designs aimed to correct this by allowing for a comprehensive search of either the system or just the campaign, then refining that search with keywords and filtering options. The search variants are diverse, ranging from intangible elements like look and visuals (such as style or ethnicity) to exact metrics, so there is a larger image view and data-centric view. Once the manager has found influencers to fit the project, they can save all to a group (discussed next) and campaign or add each result independently to a campaign.

1_SearchInitialView

When the campaign starts, before any searches happen, the search feature is prominent.

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When a search is conducted, the number of results is shown and can be refined.

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Depending on the campaign, different metrics are relevant. Created from my discovery notes, the influencer search filtering includes all the analytics a CM may use to make a decision. 

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03

Analyze Influencer Groups

PROBLEM

Adding influencers to a campaign is a balancing act. Staffing to hit campaign goals requires experimenting with different talent combinations. The new system needed to allow for an analysis of various sets of influencers.

SOLUTION

My designs give campaign managers the ability to create groups of influencers for each project and compare these groups while seeing the total metrics. They can easily experiment with removing or adding influencers and save a set to use in a future campaign. Since many CMs liked working in excel, an export function is provided so lists can be created here and manipulated there as well.

ListOptions
04

Communicate with Influencers & Clients

PROBLEM

Another issue to solve was the communication breakdown between managers and talent. Laments over being overwhelmed by tracking communication (due to the ubiquitous nature of texting and email) occurred frequently during interviews.

SOLUTION

Here managers can invite multiple candidates simultaneously to a campaign, create a standardized invite, track correspondence, pull in the contract from the database and get notified in their personal email and text messages. 

InfluencersInvite-8
05

Track & Manage Campaign Activity

PROBLEM

Managing influencers and their deadlines caused was another pain point. Interacting with both clients and influencers, deadline heavy campaigns, reviewing, revising and approving posts while tracking progress, is a lot to stay on top of. 

SOLUTION

Solutions included:

  • All posts and metrics entered in the campaign show up in the calendar.
  • In the posts section of a campaign, there are 3 tabs (in progress, upcoming, completed) so CMs can track everything in one place.
  • The in-progress section highlights actionable items.
  • Timeline view shows campaign actions in chronological order, highlighting what is currently due and recent submissions. Displaying all the CM's tasks in one spot makes it easily searchable.
  • In the campaign section, influencers have access to their own page that shows their current status and deadlines, giving them the tools to self-regulate. CMs also have access.
Posts
Timeline
InfluencerDashboard
CommunicatingWithInfluencer
I'm danielle...

a designer with a focus on products.

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