Challenge: UX that talks
One of the most common issues with these products is the lack of personality (or sentient design) applied to the app. The question I would constantly ask the team is, "If you were to have a conversation with Wooly, how would it act? What would it say? What would it give you?"
I focused on taking otherwise boring data and creating a personality that spoke to the user. This was the output for viewing a profile, in order of how you would physically meet someone in real life (from top to bottom of design):
1) See the person: When you first meet someone, you see them
2) Meet them: Then you ask them their name, job title, where they live, etc
3) Introduction: You give them a bit of info about yourself, but only important and relevant info
4) Dig deeper: Once you like this person, you want to know what they like to do. Wooly then shows their exact interests instantly
5) How important are they? Once you feel they are relevant to what you want for a campaign, you want to know how influential they are.
6) Stalk proof: Lastly, you want to see what they say to people.