They deliver Ad Tech solutions to help brands connect with their target audience in the most engaging, authentic and effective way through an influencer, programmatic display, video and native ads.
Role: User researcher & strategist, product design support.
Methods: In-depth qualitative interviews, customer journey mapping, brainstorming, information architecture, service blueprint, usability test, heuristic analysis.
Skills: Interviewing, synthesizing, facilitating, design critique, mental model mapping.
Deliverables: Customer journey map, personas, research summaries, prototypes, design system.
The problem space
Through influencers and storytellers, brands were able to connect with audiences in a new way. Because it was new, there was no clear process for finding the right influencer and to track its performance. Meanwhile, influencers lacked the tools and place to demonstrate their value propositions to brands.
We started with a discovery phase, where we analyzed the problem space, framing the problem(s) to be solved and gathering sufficient evidence and guidance.
Finding the right problems is the first step to designing a proper solution. Therefore our plan consisted in:
Understanding our users: Determine who they are, how they are affected by a particular problem, and what they need, desire, and value from a solution (and why).
The problem space: Learn how and why the problem(s) arise and how they affect users and the organization.
Shared vision: Engage stakeholders in discussing business objectives and desired outcomes and answer questions such as ‘What do we hope to accomplish?’ or ‘What does success look like?’
The goal was to organize, structure, and label content in a sustainable and effective way to help users find information and accomplish tasks. To accomplish this, we needed to understand how all the pieces work together within the system and how they relate to each other.
For the creation of systems of information, I analyzed the interdependant nature of users (audiences, tasks, information-seeking behavior, experience), content (objectives, data types, volume, governance) and context (business goals, culture, technology, constraints).
Using representative users we seek to identify usability issues, collect qualitative and quantitative data, and assess participants’ satisfaction overall.
- Success rates
- Task time
- Error rates
- Satisfaction questionnaire ratings
- Observations about pathways participants took
- Problems experienced
- Answers to open-ended questions
📌 Based on our hypothesis that agencies sought high profile influencers, we designed our search engine and technology accordingly. After our first iteration, it became clear that agencies were seeking niche influencers.
📌 At the end of the project, we ran into a problem. Instagram’s privacy policies blocked our search engine, forcing us to find a way around them.
It wasn’t common back then to sign a digital contract. Several uncertainties and prejudices existed about its validity.
📌 One of the most challenging aspects of the hiring process was meeting the
hiring conditions and fulfilling the brief.
📌 The onboarding process was time-consuming due to the nature of the business.
Most influencers were under legal employment age.
📌 A no-show impacted Lemmonet Influencers’ brand.
We could understand the unmet needs of our primary audience by conducting multiple interviews, usability tests, and A/B tests for each iteration. Although our initial hypothesis was proven wrong, we optimized the value proposition and technology to match.
In addition to these lessons, I learned:
- Always bring food to workshops/brainstorming sessions (for remote attendees as well).
- A clear agenda beforehand will encourage more people to attend.
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