Overview

Wowzi bridges the gap between brands and African creators. It helps brand automate their campaigns and connect them to a diverse pool of creators, inherently creating jobs for them.

The Wowzi advertiser empowers brands to run successful influencer marketing campaigns. It allow them access to a vast network of influencers, automates workflows, provides data-driven insights, and streamlines campaign management.

The problem

Wowzi had been offering services to influencers and brands for a little over a year through their existing platform. However, the platform faced numerous challenges for the advertisers, prompting them to delegate the campaign setup process to the Influencer Success (IS) Team.

Despite the team's efforts to assist advertisers in setting up campaigns, a significant portion of the process, such as influencer discovery and brief creation, still was handled offline. This approach made the campaign setup cumbersome and impractical for the advertisers.

High-level goals

After multiple discussions involving C-level stakeholders, the IS and BD teams, along with the product managers and engineers, we successfully outlined the following three key goals.

• Flexibility: Enabling different options for creating campaigns and the ability to tailor campaigns to their liking to help make the creation process less stressful.
• Self serve: Help advertisers feel more empowered to navigate and use the platform independently/with as little support as possible from the IS Team.
• Ease of use: Ensure quick and seamless setup to facilitate smooth progression through the campaign creation process.

Identifying pain points

To understand the frustrations identified by the advertiser, I conducted interviews with various members of the IS team, each of whom managed different advertiser accounts and encountered unique challenges. Additionally, I leveraged their close relationships with the advertiser to gather their feedback. Some additional insights were also provided by the Partnership and Business development (BD) team.

I also did some UI audits of the app and found some inconsistency and accessibility issues with the some styles, indicating there was a need to improve the current design system.

Exploring ideas

After the interview, we (the Tech team) had different ideation sessions. In the sessions, we discussed different items that could address the specific issues raised in the interviews while meeting the goals outlined at the start of the project.

The sessions were led by the head of product at the time.

Solution

After ideation, I created low-fi wireframes and outlined how the flow should go using Miro. There were up to 4 iterations of wireframes that were reviewed with the all the teams involved from the beginning (the Product Managers, Engineers, IS, BD, Partnership, and C-level stakeholders etc.)

After aligning with the team on the low-fi wireframes, I proceeded with the transforming them into high fidelity wireframes.

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Conclusion

For result, We have seen more than 75% of the offline process done by IS team now done on the platform and also, 5% of the advertiser are now using the platform with little to no help.

My key takeaways from this project are:

• Focus on MVP: Dealing with out-of-scope requests could potentially derail a project and creating a strategic plans helps deliver a quality product in time.
• Involve key stakeholders: This helped reduce major reworks later on as there was an understanding of the different limitations upfront, which helped inform my design decisions.
• Iterative process: Improving the experience for the end user through constant iteration.