User Experience Assessment - Current Platform

I began by conducting a full audit of the current end-to-end experience of the TapInfluence platform which I then compiled into a presentation that could be presented to stakeholders and colleagues within the company. Through this exercise my intention was to highlight the need for a full redesign of the platform that was built from the ground up that could be built on research and applied from the ground up.

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I Like Your Style(guide)

Education proved to be the best tool in the rapid development of improvements to the TapInfluence platform. With a development team that spanned continents, I needed a means to quickly educate and inform the engineering team on best practices for further development. Nolan and I began by collaborating on an interface guidelines and best practices document for broad dissemination to the engineering and product teams at Tap.

The UX Style Guide drew upon my personal experience and expertise. TapInfluence had commissioned a brand style guide from a 3rd party company prior to my arrival so I was limited in my choices of color palette and typography, but many of these restrictions did not inhibit my ability to create meaningful interface guidelines for the team.

Below are excerpts from my UX Style Guide

Brand Customer Interviews

I accompanied our sales team on a few customer visits which allowed me to conduct interviews and observe our clients using the platform. This proved to be a great opportunity to gather customer insights and quickly assess the critical .

Brand Customer Insights

• Organizing and tracking ongoing advertising campaigns (called “programs”) is difficult for customers. Three customers admitted to losing track of in-progress campaigns or duplicating campaigns on accident.

  “I have a separate word document with links to all my campaigns. It’s easier.”

• All five customers interviewed mentioned some form of being unable to locate basic operations on the platform. Customers felt that significant actions were hidden in sub-menus or placed in arbitrary locations.

  “It’s like I do something and then 5 minutes later try to do it again and can’t find it”

• Four customers expressed a desire for cleaner and more concise influencer profiles in search.

  “I’d like to see more at a glance information… I’m browsing through hundreds of (profiles) a day.”

  “I care about (influencer’s) social reach and active platforms, the rest is noise.”

Platform Redesign

The following treatments represent the more significant changes to the complete redesign of the existing platform. Designs were met with approval from customers who were invited to engage with a prototype of the new end-to-end experience.