Wooly

Create an experience that allows small businesses to leverage micro-influencers who already have an affinity for their product

UI/UX       Illustration        Branding

Large influencers have low engagement and no affinity to the products they advertise

I conducted extensive research on influencer conversion rates. In doing so, we found that large influencers have an engagement of only 0.2% and cost up to $100k for a simple Instagram post. This discovery allowed us to create features that pulled in micro-influencers rather than large, ineffective influencers

Find, recruit, and leverage

I created a UX flow that simplified an otherwise complicated marketing product. After creating wireframes from this flow, we conducted further surveys using a demoable product built from Principle. This interactive demo allowed our users to refine the app into something much more powerful than we planned for.

Building a product from people

Challenges occurred during this build. People wanted a way to not just find influencers, but leverage them on a repeated basis. After gather this feedback, I came to he design team with an idea to build "Teams". Teams allowed the users to find influencers that were already following them on social (have an affinity) and create a network of people that they could leverage multiple times. I.e. "Shoes campaign" would take influencers that love shopping for shoes already.

Team & role

I lead the UX, brand, and UI development of this product from conception to final launch. This included deriving many solutions which turned into today's most valuable features. I conducted user research using focus groups, user testing user HotJar, and sold the app to many companies which now benefit greatly from these solutions.

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?"

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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):

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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.