A unique digital appearance for the Scrunch platform
Scrunch is an influencer marketing platform that aims to empower brands and agencies to search, connect, negotiate, and collaborate with influencers for campaigns. Scrunch also aims to provides varying degrees of campaign management, educational and reporting capabilities.
Role
UX Designer
Timeline
February 2020 - August 2021
Motivation
Empower influencer marketing campaigns
I wore three hats while building this product. It was a time of intense learning concerning business strategy and identity at Scrunch. Here are my roles in this project:
01 BRAND STARTEGY
Working in intense collaboration with founders from various industries, scheduled weekly planning meetings and follow-ups to understand business/user requirements, defined priorities and understanding product goals.
02 BRAND IDENTITY
Using design methods and co-creation workshops to identify opportunities and then transform them into easy to use solutions. Created an interface design and further collaborated with an engineering team, to develop the product in regular sprints.
03 USER EXPERIENCE
Business requirement gathering, user interviews, brainstorming, wireframing, interactive design, rapid prototyping, usability testing, cognitive walkthroughs.
Scrunch is a data-driven Influencer Marketing platform with one of the largest influencer databases. Scrunch primarily focuses on connecting Brands and Agencies for their marketing campaign
The platform aims at removing the fuss from collaborations and guarantees maximum ROI for brands, agencies, and influencers using data-driven insights to make marketing magic.
DISTRIBUTED TEAMS
I work from Mumbai, India while Scrunch is based out of Brisbane, Australia. Collaborating with people that are continents apart is super fun but also challenging.
A moment of remote collaboration with our cross-functional team
THE PROBLEM
Scrunch is visibly a well-established platform with over 20 million profiles and billions of data points growing since 2013. Knowing that Scrunch has an expansive repository of influencers, I had to devise a solution that best represented their data in a way that is tasteful and usable. Clearly structuring this data was key, such that brands/agencies can easily connect with the best-fit influencers for their campaigns.
THE NEED
Not only does the platform drive collaborations between influencers and agencies, but it also aims to educate influencers and agencies through their online program - Scrunch University. The site they had initially wasn’t quite aligned with the brand's ideals -
01 Zestful
02 Structured
03 Informative
All influencers result page
Scrunch previously worked with a design agency for their initial setup. I was brought into the picture much down the road when the stakeholders wanted to revive their brand identity and better the app’s usability. At this point, my goal was to identify the possible gaps missing pieces.
My strategy was to get all the knowledge transferred from the previous agency. Alongside connecting with the sales and customer service team to get myself well-acquainted with the needs and frustrations of Scrunch’s userbase. This gave a concise view of the grey areas. On knowing the points missed out or incorrectly posed, I could now map my sprint journey to confidently tackle them.
I optimized the sprint week, deciding to kick off on Monday, as we had different time zones. Also, I combined the ideation and decision phases on Tuesday, concentrating two days on prototyping. Thus we'd have a more complete prototype to bring more insights and a clearer path to follow. Based on the testing and feedback, I could then go back and iterate on the last day, before getting on with the loop again.
Why do we need to adapt? Projects are different by nature - different contexts, users, and businesses. I believe that if we apply the same process for every problem, then there is a fear of missing out on important points or doing busy work.
Monday
01 List of Sprint Goals
02 Expert Interview
03 How Might We's
04 Affinity Mapping
Tuesday
01 Problem Overview
02 Brainstorming Session
03 Crazy 8's
04 Solution Sketch
Wednesday - Thursday
01 User Journey
02 Storyboarding
03 Rapid-Prototyping
Friday
01 Usability Testing
02 Feedback
03 Iteration
A thorough understanding of the issue and iterative ideation, in my opinion, is the most valuable way to design functional solutions.
A big shared brain (HMW's) being created in one of the co-creation sessions
Besides planning, and facilitating in the interviews, I was responsible for nurturing collaboration with the stakeholders
List of Sprint Goals
Through a list of sprint goals, one can rephrase assumptions and obstacles
into questions. This enables me to think of solutions in terms of sketches, storyboards, and prototypes
Sprint goals from one of our weekly activities
CRAZY 8'S
8 distinct ideas into a form of text, images, or illustrations. From the ideas generated I would then branch from these ideas to find plausible solutions and jot them for affinity mapping.
How Might We notes arranged according to categories
How Might We’s
After a walkthrough of the affinity mapping notes and the HMW's, I formulated designs that gave more shape and meaning to all the sessions above.
Boiling down on specific features that were worth it to be prototyped
SOLUTION SKETCH
After a walkthrough of the affinity mapping notes and the HMW's, I formulated designs that gave more shape and meaning to all the sessions above.
Boiling down on specific features that were worth it to be prototyped
The majority of my visual design work centered around crafting a familiar and delightful experience for our users. The design direction was based on earlier market research. The new brand visuals aimed on uplifting our platform and give it a new personality.
Mockup of home page
Lists page to list all influencer campaigns
Influencer profile page
All influencers result page
Campaign Reports
Checkout Flows
Scrunch University
Upgrade Prompts
I created a semi-structured user-testing script with testing scenarios based on each week's tasks to guide the testing sessions with users. The success metrics were success/failure rates to perform each task of the script. I remotely conducted user testing sessions with the client's known user base and used the feedback to reiterate screens. Here's indeed a downside that I explain in the Learnings & Insights section below.
During the testing phase of a new feature roll-out, I came across a point that wasn't taken into consideration previously.
Most social media users these days have multiple handles. However, when initially designed the tab for social media profile claims, I did so taking only one account per person into consideration. Quickly then, I added a button to allow users to verify and claim multiple profiles on various platforms. Here's how we approached the problem earlier and the final screens post user testing:
Initial Profile Claim Version (Only one profile could be claimed per account)
Final Profile Claim Version (Multiple profiles could ba claimed par user)
After the Sprint we had the iteration week, where I improved the prototype to be retested with users. Then we defined the roadmap for the MVP and prioritized the backlog.
The stakeholder, engineers, and I collaborated in two-week iterations (scrum process), we built the MVP with the core experience in three months. From then till now, we run weekly Iterations which helps us to improve existing features or to introduce new ones.
Snapshot of our notion board from one the weeks
01 WHAT I WOULD DO DIFFERENT?
With visitors coming in from more than 100 countries daily, I would like to reach out to people from various demographics, right now we are only focusing on our main user demographics i.e USA, China, Australia, and India.
02 A/B TESTS COULD RUN LONGER
Our A/B tests ran for a couple of weeks. And, If given more time, we could better analyze the most suitable layout for our users.
03 PERFORMANCE METRICS
NEXT PROJECT
Made with lot's of love and a little bit of magic
© 2023 Swapnil Shinde
