SWAG

Role: Product Design

I have omitted confidential information and the designs are a reinterpretation of the original.

THE PROBLEM


After looking at the climate of social media influencers, the client had decided there was a gap between how clients needed to find social media influencers. 

THE SOLUTION


Some influencer marketing tools already existed, but we wanted to improve usability beyond what the competitors offered. Our solution was to focus on creating an engaging experience for the users to 'discover' new opportunities.



SO WHO WANTS WHAT? #GOALS


Based on early research, we were able to validate the concept and also identify key user stories to begin working on the interface. The discussions was to better understand the needs of the influencers and what the challenges were that they faced with whatever solution they were currently using. With a good understanding of the user needs, I began to prioritize features and how different user flows would look.

 On the client side, our target was brands that required a consistent flow of micro influencers. As long as the influencers had similar values and could provide a steady stream of content clients were not picky with the exact talent. Their focus was to create campaigns quickly and find multiple reliable accounts to share and tag their products.

Because influencers are bombarded with requests for collaborations they needed a platform to help find the right collaboration. This was one of the major pain points we needed to solve. We believed that the level of engagement with the influencer would dictate the behaviour of the client. 

Influencers needed to  have a great experience and we wanted to give them a platform where they felt in control of their own brand.


GETTING OUR PROFILES RIGHT


With over 50k subscribers Mel is obsessed with growing her brand, her followers are just like her. Young and addicted to their phones. She checks her phone every five minutes and is constantly sought after to do partnerships with other brands.
Mel checks Instagram and Snapchat and only opens Facebook when her family tags her in pictures.
The problem for Mel is that all these outlets are reaching out to her through different means of communications and things are becoming lost. Companies that she wants to represent and charities she would shoutout get lost in her Junk mail.

Mel wants to do it all and knows that she can't do it alone. Having a place track what is being offered is important, but needs to compete for attention with everything else on her phone. 



STRUCTURING THE DESIGN

Above is an example of a user journey that was created for Swag. 

Throughout the journey there were elements during the discovery and connection period where the user's enjoyment levels could potentially dip. We knew that connecting the influencers wouldn't always be a smooth process. What we wanted to do was to add gaming elements to keep this process fun and engaging. This lead to more research of game loops and how we could apply it to Swag.


GAMIFYING THE PROCESS


Building a core loop is a key to mobile gaming and we wanted to build our core feedback loop similarly.  Looking at Pokemon Go! we wanted to build the element of chance, timing and location into the discovery phase of the user flow. Although the content would be curated according to an influencers profile, the 'chance' of finding the right match was what we wanted to focus on. 

Instead of a simple list, we wanted a physical element and looked at members to inspire how the influencers would look at each opportunity and looked at dating apps as inspiration. 

Each partnership opportunity would have a timer. We wanted to always have fresh opportunities. Keeping a constant reminder that these deals are expiring would help keep the influencers engaged within the product. Our notification system would allow users to always be up to the moment with what was new.

Location. Pop up events could happen at any time. Want a free Pokebowl? You have three hours to claim it if you're in the right place. 





EMPOWER & INSPIRE 

An influencer's continued level of influence is based on their ability to produce high level content. Swag was designed to keep influencers emotionally engaged. We wanted our users to find joy in collaborating with different clients. Instead of going through hundreds of emails, this approach was to help create a rewarding experience that helped influencers aggressively push their brand.

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