LTK UX
LTK is an influencer marketing ecosystem with three platforms for Brands, Influencers, and Shoppers. My team oversaw design and research for the Brand Platform, which was allowed brands to join LTK and collaborate with influencers.
The Brand Platform organization was operating on a completely manual acquisition and onboarding model, which was not scalable. There were also a number of foundational UX issues causing friction within the experience that lead to users not returning.
Business Case
Open up a TAM of ~4000 Managed Service customers to at least 500K Self Service customers by creating a fully self-service environment in the Brand Platform
KPIs:
Increase # of campaigns completed
Increase subscriber #s
Reduce time to first offer
Reduce general time on task
OKRs
Objective: Scale brand activation
Key Result:
Time from brand application to integration less than 15 days
Objective: Drive brand engagement and diversification
Key Result:
2000 Self Service brand customers
Objective: Keep them coming back and spending more
Key Results:
90% retention of beta customers
80% YoY retention
Broken workflows identified by research
Problems identified by research
Compressed beta timeline issues:
Built for wrong persona
Unknown/invented UX patterns
Broken workflows (see image)
No education about influencer marketing
Bad foundation to build new features
Retention already affected after beta
*NEW GOAL: Platform cleanup*
Make everything scalable and extensible, add missing table stakes features
EXAMPLE PROJECTS
Onboarding
BEFORE - 28 (?!?!?!) STEPS Takes at least 7-10 days → Average is 4 weeks
Example research findings from review
AFTER - 5 STEPS
Takes less than 30 minutes
Casting: Before and After
BEFORE Usability issues and confusing CTAS and filtering
AFTER Clear CTAS and filtering, and more obvious metrics
*Bonus problem
When I joined the company, there were no formal design or research processes. This needed to be addressed while the team continued building on that platform. I spearheaded an initiative with our product and engineering partners to build an updated Software Development Lifecycle (SDLC) Process that allowed all three disciplines to effectively collaborate and be successful in their roles.
All projects listed on this page went through the process detailed below.
SDLC Process
Research
Collaborated with: Designers, Design managers, Research, PMs, Directors of Product, VP of Product, Directors of engineering
Prioritized generative research over usability
Small research population
Research examples
Contextual inquiries w/ multiple persona types
Persona interviews w/ customers & internal
Storyboard concept generation research
Platform feedback research
Fullstory reviews
Quant data reviews
Formalized UX Approach
UX due diligence
Every project (except bugs) goes through SDLC, including:
Double diamond UX
Proper estimation
Work breakdown and prioritization
Research
Artifacts
Sketches and wireframes
Personas
Journey maps
Task flows
DSM Updates
