Connecting brands with influencers: The UK's most agile influencer marketing platform, delivering all the tools needed for influencers and brands to create captivating content together.
Audition
Revamp
UX/UI Design
Introduce
SoSquared is a UK startup that focuses on user-generated content.
The startup plans to establish a complete ecosystem that connects businesses and creators, thereby enhancing opportunities for user-generated content in the UK.
CLIENT
SoSquared
SERVICES
Branding, UI/UX Design
CATEGORY
UGC / Brand Content
The Challenge
SoSquared wanted to revamp all of their products and enhance the user experience.
The UK-based startup has launched successfully and acquired a significant user base and investors. Now, the company wants to scale up and requires a professional product with a fresh look and feel, a unique brand, and a creative interface. The startup aims to stand out from its competitors and provide an exceptional user experience.
Design Process
Working as a team player and building trust through the design process
The first step in the design process involved conducting desk research to gain insights into the behavior of our competitors and obtain important information about UGC. It is a good practice to carry out onboarding for new projects.
After analyzing the insights, I gained a more accurate perception of the market, business and user targets. I began to conduct UX audits on the website, including the logo, and compared it with competitors provided by the startup team to gain insights about the structure of information. This helped me to create a comprehensive step-by-step plan and build confidence about the consistency of the new approach to design.
I began developing the solution by concentrating on the user's journey, organizing the content hierarchy, and creating wireframes to provide me with a means to iterate through various ideas. Based on this, I design the interface, taking into account design principles such as contrast, hierarchy, and accessibility, along with new brand and style guidelines, and user interactions.
After completing the interface, I gathered feedback from the team and made necessary refinements. I worked with the developers until the final delivery, performing interface audits to minimize inconsistencies from the prototype to the final website.
Desk Research
Bring Stats to the table
I researched data and habits related to User Generated Content (UGC) and its impact on marketing. My goal was to gain a holistic view of UGC, and its benefits, and to gather statistics about the average user.
I collected data from various reliable sources such as research reports from 2002-2017. This helped me to paint the picture of user proto-persona and identify the benefits for brands to take advantage of UGC.
Marketing Insights
The great demand for authenticity nowadays
Buyers expect authenticity and transparency from brands. Only 1% of Millennials say a compelling advertisement would make them trust a brand more. User-generated content is considered genuine as it comes directly from other users.
Benchmark
The behavior of our competitors
This analysis provides an overview of two competitors (tribe and influee) and their respective landing pages.
I conducted a design review and reverse process to understand how these players displayed the user flow on their websites.
UX / UI Audition
To fix something that's not working, we need to know why it's not working.
I analyzed the website using usability heuristics, visual design, accessibility, responsiveness, and content. This documentation was crucial as start point of future improvements and alignment of expectations.
Brand Audition
Brand refresh or rebranding?
The team inquired about the logo and asked for my opinion. So, I conducted an audition to demonstrate some issues related to its accessibility, lack of consistency, and the reason why it doesn't work in small sizes. This rational approach helped to open minds towards rebranding and figure out the next move.
The Solution
Rebranding
After analyzing some compositions, I proposed a fresh new brand that addressed the previous issues of legibility, color, and accessibility.
Website
Revamping the website crafting page per page
Nowadays, many websites have a similar appearance. Our objective is to establish a distinctive brand identity that connect with influencers and user-generated content that appeals to millennials and Gen Z. These groups expect authenticity from brands, which is why it's crucial to build a genuine brand and website. By doing so, we can stand out from our competitors and create a unique voice and style for SoSquared. We are trend.
Platform
Enhancing the user experience and user interface
The user journey and interface of the platform have been entirely revamped. Additional features such as the wallet and transitions have been introduced, enhancing usability for brands, agencies, and influencers.
Mobile APP
When primary users transition to mobile, it becomes more than a mere platform variation
The mobile application has a unique flow and was designed for escalated usability for both users, brand and influencers.
UI Audition
The triple diamond
As a designer, I believe we should go beyond the Double Diamond framework and continue guiding the development phase. I conducted a UI audit to reduce the difference between the prototype and the launched website.
