FireWork Re-design
Timeline:
June 2021- June 2022
Project Type:
Work
My Role:
UI designer
Tools:
Figma
# of team members:
Two designers
Context
I spent a year working for a start-up company called FireWork. FireWork is an online marketplace made to streamline the process for athletes and brands to take part in social media sponsorship deals. The first four months I worked under a senior designer who guided my work as a UI designer and gave me constructive criticism, tasks, and knowledge in the field. When I joined the team they had released the beta version of the website and were looking to do an entire re-design of their brand. They changed their name from ATNMY to FireWork, and had completed user testing on the beta version of their website. Based on the feedback from users and also the new vision the CEO had, I was assigned multiple UI tasks that I had to complete so the website and app would look and function better.
Research
FireWork Goals
Manage
Deliverable scheduling, content approval, payment and all things legal in one solution.
Meet
Have professional athletes,
Olympians, fitness, health & wellness influencers apply directly for partnerships.
Measure
Full post-campaign reporting is handled in the platform, campaign wide and for each individual influencer.
Influencer marketing statistics
Influencer Marketing is more efficient for brands
$5.78
earned Media Value to every $1 spent.
2.5X
higher ROI than other marketing channels (SEO, PPC).
Brands are adapting to change
$15B
to be spent on
influencers by 2022
67%
of marketers spending more
on influencers in 2021
Benefit of working with athletes
In a 2020 study of 40,000
sponsored posts, athletes received
3.3X
more engagement than
traditional influencers.
Identifying the problem
Me and the senior designer created a fishbone diagram to brainstorm what's limiting the amount of users to use the app daily.
Define
User Persona
This is a user persona for an influencer.
Ray Smith
Ray is a professional hockey player for the Canadian hockey team.
In her free time she spends a lot of time on social media to promote her own personal brand and make money from brand deals.
I love sharing my journey on
the ice with my fans.
Motivations
-
Getting paid
-
Promoting/ increasing the value of her own personal brand
-
Doing well at her games
27 Years Old
Hockey player
Ontario
Pain points
-
Hard to find reliable brands to work with
-
Being paid on time
-
Research required to finding brands
Goals
-
Finding brands
-
Getting hired by brands
-
Maintaining personal brand
-
Creating content for social media/managing social media
Tech usage
-
Mobile for personal/ work usage
-
Social Media (Instagram)
-
Viewing stats for their own social media
Test
Testing Results
Since the testing was done before I joined the team, I had to analyze the testing results to see where we needed improvements for our next set of designs. Below are just some of the results after conducting walkthrough's with users.
Naming and labelling
60%
60% of participants did not agree that the naming of elements was clear. The naming of elements could be more clear, and better aligned with the expectations of the users.
60%
Campaign launching
60% of participants did not agree that the campaign launching process met their expectations. There were notable examples of feedback that participants provided. None of the participants were unable to complete the task of launch a campaign.
Hiring process
50%
There was not a clear consensus reached with the hiring process. Although 50% of the participants did not agree that the hiring process met their expectations.
Messaging
83%
83% of the participants agreed that the messaging process met their expectations in the application. However some participants did initial struggle or identify a failure in the interface to meet their expectations.
Ideate
Information Architecture
The team created an information architecture for the website
Researching other companies
Below are a few examples of other companies I looked at to give me inspiration for the new designs. I updated over 20 different areas of the app and website, however I am only demonstrating 4 of them throughout the next couple steps.
Emails
Payouts to athletes
Deliverables with due date
Influencer Analytics
Build
Wireframing
After researching different designs I used elements of them to create the wireframes. The wireframes below are the variations of designs I could make, then the team would give their preference on which design to choose, which would give me a starting point for the final design.
Emails
Payouts to athletes
Deliverables with due date
Influencer Analytics
Final Design
Final Design
Using the wireframes as a starting point I was able to create the first design, then iterate that multiple times using feedback from the team, to get the end result. Below shows the original design, and then my final result.
Emails
I was required to make the designs more creative, match the new FireWork theme, and include more required text.
Original design
Final design
Payouts to athletes
I was required to include more information about the influencer payments and make payments easier to find by filtering.
Original design
Final design
Deliverables with due date
I was required to include reminder notifications and allow users to include multiple due dates for multiple posts.
Original design
Final design
Influencer Analytics
I was required to make the statistics look more eye-catching with color, and incorporate more data.
Original design
Final design
What I learned
I learned about what it is like to work in this industry and startups. The senior designer also mentored me and gave me a lot of feedback about how I can create and improve designs.
What I would do next
After creating the new updated designs I would have wanted to test them again to make sure they make sense to users and to see if they improved usability from the previous designs.
