DeepDeets – Influential Details
A product that solves the problems of influencer marketing
User research & user persona
Wireframe & prototype
Design system & UI design
DeepDeets is removing the obstacles the marketers have while collaborating with influencers.
It helps to find the best match for their brands, to contact them, to organize campaigns, to track the content, to get the reports of the collaborations, to ease the payment process.
Identifying the problems of marketers and influencers they have while collaborating.
Creating a mobile app for the influencers to make them possible to share their analytics with transparency.
Designing a web app for the marketers to find the best influencer for their brands and to collaborate with them.
As there isn’t a corresponding product in the market, the competitive analysis included similar apps and agencies which manage the influencer activities offline.
The app is about influencers analytics which makes Instagram itself a kind of competitor as the source of insight.
The stakeholders are also former marketers who worked for media and marketing agencies and have a deep understanding of the industry.
User interviews targeted two main segments of agencies and brands themselves for which I prepared two separate personas.
Users from a digital agency, a PR agency, an advertising agency, an influencer marketing agency, and users from two different brands that make digital communication management inside.
Analysis of the interviews showed three main categories to focus:
- Influencer search benchmarks
- The influencer analytics and statistics the marketers are in need of
- The main difficulties the marketers encounter in influencer marketing and collaboration
The user flow was the starting point of visual communication within the team. It was useful to divide the whole app’s flow into small pieces.
Search & filters
Marketers make their search among the influencers registered to DeepDeets. The registered influencers are willing to share the analytics and insights transparently. That means that the marketers can use a wide range of filters to narrow down and find the best match for their brand.
The filters were one of the main subjects of my user interviews with marketers; what criteria are they looking for to choose an influencer for collaboration. It is crucial at this point to increase the benefit they get from DD (DeepDeets).
By a rush of working days, the search might be interrupted. The marketers can save their search and continue to work from the left.
The analytics might sometimes be confusing and might need to compare. Marketers compare the candidates in multiple lists where they might need them; search results, lists, and campaign candidates.
The marketers usually work in a team. Each team member can have a unique search and potential candidates of influencers. They can create lists from their search results. Or they can quickly select the potential candidates as favorites.
Influencer DD report
Each influencer in the search results owns a DeepDeets mobile app account where they allow to share their analytics data with DD marketer accounts. They also help to enrich their analytic data by answering some profile questions.
DD influencer report gives insights that marketers cannot find somewhere else.
In the user interviews with marketers, the results showed that making the first connection with influencers is one the most challenging part of influencer marketing. Marketers are able to send direct messages to the influencers.
This module consists of a potential influencers list, collaborated influencers, reports generated from this campaign, and the process notes.
Marketers create lists of potential influencers they might collaborate with. They compare them by simply selecting from the list. They create forecast reports to find the best collaboration match.
Marketers get the tracking links from the influencer they collaborated with. They can see the detailed analytics of the collaboration. Additionally, they create reports from their multiple collaborations.