Background

Measuring the return of social athlete influencer campaigns can be challenging. While traditional marketing metrics provide tangible data, intangibles like brand awareness and engagement are harder to quantify. The complex interplay between influencers, audience, and campaign objectives makes isolating direct impact difficult.

Overview

Athelite Social is an app for athletic influencers, affiliates, and brands to accurately measure and optimize social media campaigns. I led UX research, design, and brand strategy for the startup.

Social Marketing Analysis

To gain a deep understanding of the social media marketing landscape, I did a deep dive into platforms like Instagram, Facebook, and YouTube. I interviewed influencers, marketing agencies, and fans. By immersing myself in their world, I uncovered key challenges in performance measurement and campaign optimization. These insights informed the core problem, a centralized method to measure return on investment, and guided the development of Athelite Social.

Defining User Needs

My UX research highlighted the challenges faced by both brands and athletes in manually tracking metrics such as likes, follows, subscriptions, and comments, which often led to inconclusive campaign performance data.

Through collaborative brainstorming sessions with stakeholders, we identified the core user need: Brands and athletes require a centralized platform to accurately measure the direct impact of their marketing campaigns. This would be the guiding principle for the design.

Interface Design

During the ideation phase, we generated innovative concepts for Athelite Social through brainstorming and design workshops. By combining user research and industry trends, we explored various dashboard designs and data visualization techniques to create a platform that effectively tracks and optimizes social media campaigns.

Prototyping

To bring Athelite Social to life, we created detailed prototypes. By focusing on user flows and interactions, we transformed abstract concepts into tangible designs. This iterative process allowed us to refine the design, ensuring the platform was intuitive, efficient, and easy on the eyes.

Testing Functionality

To ensure Athelite Social met user expectations I utilized the platform UserTesting. By employing user-centered methodologies, I evaluated the platform's effectiveness and made tweaks to the interface as necessary.

For example, we found that users tried selecting brand partners within the user profile screen so we updated those field to include company links.

Results

The project culminated in the delivery of a comprehensive design system and interactive prototypes for Athelite Social. These deliverables, grounded in a deep understanding of user needs, provide a robust foundation for the development team. By prioritizing user experience and leveraging design thinking methodologies, the project successfully translated user insights into tangible design solutions, positioning Athelite Social for optimal market success.