Turning Data into Discovery
This was my first real-world UX project as part of a startup team. I worked as a Junior UX Designer, contributing to the platform’s research, interface design, and usability testing.
Role
UX Designer
Industry
Influencer Marketing
Duration
3 months
Introduction
The idea for Infdex was born from a simple observation most influencer marketing tools weren’t giving users what they were truly looking for. The existing platforms felt complicated, time-consuming, and unintuitive, making even simple tasks like searching or analysing influencers frustrating.
The influencer marketing industry is expanding rapidly, but the tools designed to support it haven’t kept pace with users’ real needs. With Infdex, our goal was to design a user-friendly, AI-driven platform that makes influencer marketing transparent, efficient, and trustworthy.
Infdex enables users to discover, analyse, and manage influencer collaborations and data in one seamless environment, turning what used to be a fragmented experience into a single, clear workflow.
Project Goals
Simplify influencer discovery, collaboration, and campaign management.
Build a user experience that feels intuitive, transparent, and reliable.
Provide a system that supports both influencer management and data analysis.
Ensure visual and functional consistency across all touchpoints.
Support product growth with scalable, user-centred design solutions.
My Role
As a Junior UX Designer, I collaborated with the product and design teams across research and design phases. My main responsibilities included:
Conducting competitive benchmarking — including analysis of HypeAuditor and other leading platforms.
Supporting user research through surveys and secondary data.
Creating user flows, wireframes, and prototypes in Figma.
Preparing research and design presentations for senior designers to guide design direction.
Assisting with usability testing and documenting feedback.
This project gave me hands-on experience in the end-to-end UX process, from discovery to delivery, and helped me develop strong presentation and communication skills when sharing design insights with senior stakeholders.
Research
Before starting the design phase, I aimed to understand how marketers currently discover, manage, and analyse influencers — and why existing tools often felt confusing and fragmented.
I used a combination of competitive benchmarking, online surveys, and in-depth interviews to gain a well-rounded understanding of user needs and industry gaps.
The insights from these research activities later formed the foundation of a presentation I created and delivered to the senior designers, helping align our team on priorities and opportunities for improvement.
1-Competitive Benchmarking
To understand the current landscape, I conducted a competitive benchmarking analysis of popular influencer marketing platforms such as HypeAuditor, Upfluence, and AspireIQ.
This research focused on usability, data visualisation, and workflow continuity identifying what these platforms did well and where users experienced friction.
Key Findings
Complex interfaces: Most tools displayed dense dashboards that were hard to interpret.
Fragmented workflows: Platforms like HypeAuditor offered strong analytics but lacked collaboration management features.
Limited integration: Users often had to switch between multiple tools for discovery, management, and reporting.
Impact: These insights directly shaped one of our core goals to make Infdex an end-to-end solution, enabling users to manage influencer discovery, collaborations, and analytics within a single, connected system.
2-Online Survey
To gain a broader understanding of user expectations, I conducted a short online survey with 100 marketing professionals all around the world and small-business owners who actively use influencer marketing tools.
Objectives
Identify the most common pain points when using influencer platforms.
Discover which features users valued most (data accuracy, collaboration tools, or analytics).
Learn what “ease of use” meant for users managing multiple campaigns.
Key Insights
60% found current tools overwhelming and too data-heavy.
70% wanted better collaboration features to communicate with influencers.
Most users prioritised clarity over quantity in data presentation.
Impact: These findings reinforced our focus on simplifying data presentation and centralising collaboration tracking within the same interface.
3-In Depth Interviews
To gain deeper insights into user frustrations and motivations, I conducted short, one-on-one interviews with five marketing professionals and social media managers who regularly use influencer marketing platforms.
Objectives
Explore how users currently discover and manage influencer collaborations.
Identify emotional pain points and trust barriers in data interpretation.
Understand how users define a “successful” influencer campaign.
Key Takeaways
Users often struggled to compare influencers effectively across platforms.
Many lacked trust in engagement data and wanted more transparent analytics.
Campaign tracking was time-consuming due to disconnected tools.
Summary of Research Outcomes
The combination of benchmarking, surveys, and interviews provided both quantitative and qualitative insights.
By understanding user frustrations from multiple angles, I was able to:
Identify usability gaps in current influencer marketing tools.
Define user priorities around simplicity, trust, and data visibility.
Communicate findings effectively through a research presentation for the senior design team.
Analysis
After collecting and presenting my research findings, I moved on to the analysis phase to make sense of the data and translate insights into actionable design opportunities.
This step focused on understanding how users interact with influencer tools, identifying where friction occurs, and defining how Infdex could create a smoother experience.
I used three core methods Affinity Diagramming, Customer Journey Mapping, and Flow Analysis to synthesise information and define the product’s structure and direction.
1-Affinity Diagram
I started by organising all research insights including survey responses, interview notes, and competitor findings into an Affinity Diagram.
This helped me visualise recurring patterns, group similar themes, and highlight problem areas shared by multiple users.
Key Themes Identified
Overwhelming data: Users felt frustrated by the amount of information displayed in most dashboards.
Lack of integration: Discovery, collaboration, and analysis were spread across separate tools.
Low trust: Users didn’t always trust the accuracy of influencer engagement metrics.
Desire for efficiency: Marketers wanted to manage everything from discovery to analytics without switching platforms.
Impact on Design
These clusters became the foundation of our design priorities, ensuring that every decision moving forward focused on simplicity, transparency, and efficiency.
2-Customer Journey Map
Next, I created a Customer Journey Map to visualise how marketing professionals currently navigate the influencer marketing process from discovering influencers to evaluating campaign results.
This mapping process helped identify pain points, emotional highs and lows, and opportunities for improvement across the journey.
Key Insights
Users spent the most time in the discovery stage, often revisiting multiple platforms.
The handover between influencer selection and campaign management was inconsistent and confusing.
Most tools lacked clear data storytelling, leaving users uncertain about campaign effectiveness.
Impact on Design
The journey map revealed exactly where Infdex could make the biggest difference by creating a continuous experience that connects discovery, collaboration, and analytics in one flow.
Design
After completing the research and analysis phases, I began transforming insights into tangible design solutions.
This stage involved creating User Flow Diagrams to define key interactions, building wireframes to visualise layout, and developing interactive prototypes to test usability and visual consistency.
Throughout the process, I collaborated closely with the senior designers, incorporating their feedback during review sessions to refine the product’s hierarchy, flow, and interaction patterns.
1-Flow Diagram
I started by designing a User Flow Diagram to map how users would navigate through the Infdex platform from discovering influencers to managing collaborations and reviewing analytics.
The goal was to ensure that every essential task could be completed with minimal friction and clear guidance.
Key Outcomes
Created simplified paths for the three main user journeys: Discover, Manage, and Analyse.
Reduced unnecessary steps between influencer selection and campaign setup.
Ensured that every screen connected logically, providing continuity and flow throughout the experience.
2-Interaction Design
Once the flows were validated, I focused on Interaction Design defining how users would engage with the interface through movement, feedback, and transitions.
Working alongside the senior designers, I explored ways to make the experience not only functional but also intuitive and engaging.
Design Decisions
Introduced smart filters that provide real-time feedback as users adjust their search criteria.
Designed hover states and micro-animations to create a responsive and trustworthy feel.
Ensured consistency across typography, spacing, and iconography for a cohesive visual system.
Developed a UI component library to maintain alignment across the team and speed up iteration.
3-Prototyping
At this stage, I worked closely with senior designers to develop high-fidelity prototypes in Figma.
My primary responsibility was ensuring UI consistency, responsive behaviour, and interaction logic.
The Discover page enables users to find influencers quickly through flexible filtering options.
I designed the multi-level dropdown filter, making it easy to refine searches by platform, audience, category, and gender.
Collaborative Focus
Senior designers refined information hierarchy and visual consistency.
I built the interaction logic for filters and dropdown states.
Influencer Multi-Platform Analysis
This screen was designed to let users view and compare a single influencer’s performance across multiple social platforms. The goal was to make cross-channel analysis simple and visually digestible, while keeping the interface lightweight and consistent with the rest of the system.
Key Design Details
Unified data layout: Each platform (Instagram, TikTok, YouTube, Twitter, Twitch) is displayed in a consistent card style, showing reach, engagement, and authenticity scores.
Dynamic filters: Users can switch between platforms, audiences, and categories to see how influencer performance varies per channel.
Real-time updates: Filter changes immediately refresh the data, supporting a fast and responsive analysis flow.
Visual consistency: Colours, icons, and typography were designed to reflect each platform’s identity while maintaining Infdex’s overall visual system.
Current Projects Dashboard
I designed the Current Projects dashboard to help users manage ongoing campaigns.
The left-side navigation structure allows smooth transitions between reports, campaigns, and influencer lists.
My Contributions
Structured layout with clear hierarchy and navigation logic.
Designed the project selection dropdown and report view sections.
Worked with developers to maintain accessibility standards.
Influencer Analytics Page
The Influencer Analytics page was designed to give marketing professionals a detailed, data-rich overview of each influencer helping them make confident, evidence based decisions. I focused on creating a clear visual hierarchy that balances quantitative data with human context.
Key Design Details
Profile Overview: A concise header section showing influencer photo, platform icons, and engagement score for immediate at a glance evaluation.
Followers & Engagement Data: Interactive line graphs display follower growth, engagement trends, and audience activity by day and hour.
Content Breakdown: Pie and bar charts show top post types, hashtags, and language use — translating raw data into intuitive visuals.
Audience Insights: Gender, country, and interest segmentation panels highlight who the influencer truly reaches.
Recent Activity: The last twelve posts and stories appear at the bottom, allowing users to assess visual style and content relevance in context.
Usability Testing
We conducted remote moderated testing with six participants from marketing and influencer management backgrounds.
Participants completed key flows such as discovering, comparing, and reporting influencers.
Objectives
Test navigation clarity and interaction consistency.
Measure completion time and satisfaction.
Identify usability improvements for next iterations.
Results
83% task success rate
40% faster completion time
8.7/10 satisfaction score
Refinements
Simplified the campaign setup from six to three steps.
Added top navigation shortcuts.
Introduced tooltips explaining data metrics for clarity.
Reflections
Designing Infdex.com was a defining experience in my early UX career.
Working with senior designers taught me how collaboration and critique shape stronger design outcomes.
I learnt how to balance user empathy with business needs, and how to iterate with confidence through feedback loops.
Key Learnings
Research creates clarity — good design starts with understanding.
Collaboration is essential — feedback turns ideas into refined solutions.
Consistency and hierarchy build user trust.
A simple interface often requires the most thoughtful design decisions.
This project helped me grow from a student to a professional designer learning how to communicate design rationale, defend ideas, and create experiences that truly empower users.