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TEAM

Me / Project Lead, UX​

TIMELINE

January – March 2021

Sandijs L. / Product Manager

Rustam G. / Backend Dev.

Yuri K. / Frontend Dev.

CONTEXT

inzpire.me is a marketplace platform connecting brands, marketing agencies, influencers, and influencer talent agencies for collaborations. The platform is an end-to-end solution for running influencer marketing campaigns at scale, from searching for creators and viewing channel insights (e.g. Instagram post reach and impressions) to sending payments. 

inzpire.me’s Talent Agency Solution was the first offering of its kind, allowing talent agencies to manage collaborations on behalf of their creators (i.e. influencers). As opposed to having a separate login for each creator, managers control multiple managed creators' accounts to more effectively manage campaigns at scale.

We humanize marketing

PROBLEM

Talent managers don't know how to add creators and struggle to efficiently manage creator accounts.

GOALS

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Simplify the flow to add managed creators so talent agencies onboard more managed creators.

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Decrease support tickets related to adding managed creators by 20%.

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Make it easier for talent managers to effectively manage multiple creators.

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30% increase in onboarded managed creators.

SOLUTIONS

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Solution 1.png

Simplified flow to add a managed creator

  • 3-step flow

  • Autosaves account creation progress

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Account management dashboard

  • Quick access to key functions

  • Profile completion reminders

PERSONA

Get to know Kristina, our talent manager persona.

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RESEARCH

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Support ticket analysis

54% of all support tickets were related to adding managed creators

Using Intercom, our customer support tool, we analyzed over 300 customer support tickets from talent agencies in Q4 2020. The onboarding step of the user journey made up two-thirds of support tickets, and of these, 80% were related to onboarding creators.

Single ease question (SEQ)

Overall, how difficult or easy was it to add the managed creator?

By analyzing support tickets we identified the tasks within each user journey step that users struggled with most and asked them to rate their difficulty.

Clearly, adding a managed creator was by far the most difficult task for users and supported our findings from the support ticket analysis.

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USER INTERVIEWS

HIGHLIGHTS

"I would onboard more creators but it's so confusing that I just end up giving up." 

"I miss some bookings because it's hard to stay on top of what's going on with my creators."

MAIN INSIGHT

It takes too long to get value.

The main value of inzpire.me to talent agencies is getting more bookings (remember Kristina's goals). When a talent agency joins inzpire.me, we want them to onboard their creators as quickly as possible so they're more likely to get bookings – the more creators onboarded, the more bookings.

What we discovered from user interviews was a typical chicken-and-egg problem. Talent agencies wanted bookings but would only onboard a few creators (because onboarding creators was confusing and tedious). However, talent agencies wouldn't get many bookings because they only had a few creators on the platform. 

We hypothesized that by redesigning and simplifying the flow to add managed creators, talent agencies would be more inclined to add creators. This would increase their likelihood of getting bookings and ultimately getting value from the platform.

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USER TESTING INSIGHTS

I conducted usability testing with talent managers to identify improvements before finalizing our designs.

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Bypass flow steps

Allowing talent managers to bypass the profile step means they can invite a creator to sign up which can usually take some time. While waiting, the manager can return to completing the creator's profile so that they're ready to go once the creator signs up and connects channels.

Creator signup via link

According to talent managers, creators often have trouble finding email invites to join the talent agency on inzpire.me.

This improvement allows the manager to send the creator a signup link directly to the creator any way they would like. They also have the option to resend another invitation to the creator's email. 

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3. Channel expiration.png

Channel expiration

The inzpire.me platform uses API connections to the major social media channels in order to show channel insights and automatically pull and upload content for their campaigns. When creators have expired channel connections, brands are less likely to send booking requests and campaign content won't be automatically fetched. 

This improvement shows when a channel has expired and allows the manager to send the creator an email requesting them to reconnect their channel so that they don't miss out on bookings. 

IMPACT

Results in the following 2 quarters:

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"The dashboard looks great! It's so much easier to add and manage all of our creators."

   - Vilde, Head of Talent

REFLECTIONS

Don't underestimate the value of personas.

I've grown to really appreciate user personas. In the past, I thought personas were tedious to create and not very helpful but my experience as a project lead definitely changed my mind. 

In this particular experience, the talent manager persona I created was super helpful in getting the project team to understand and empathize with our users. 

During this project, I started every stakeholder meeting by reviewing our user persona and have since established this as part of my process. This has significantly helped to keep meetings and workshops more focused resulting in better user-centric designs. 

Anticipate. Plan.

We should've anticipated the entire world shutting down due to the pandemic - just kidding. As this project was taking place at the beginning of the pandemic it was interesting adapting to completely remote work. Our team members were already spread across Europe (Norway, Latvia, Ukraine) so we were used to working remotely, but our UX processes had to shift.

Things involving external stakeholders were affected most. For example, it was much harder to get users to commit to interviews and we had to learn how to best conduct testing sessions virtually. When I lead projects now, I'm sure to account for the possibility of delays. 

Involve technical stakeholders early.

After conducting user interviews I created low-fidelity mockups of potential solutions which I then reviewed with the team. Unfortunately, our developers didn't have the capacity to build some of the functionality in these solutions. Had I known these constraints earlier I could've saved time designing these mockups. 

Interested in working together?

Or just want to grab a coffee?

Just reach out :)

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