Case study: Influencer marketing platform
Client: Scrunch
Project Timeline: June 2020 — November 2020
Focus: Brand Strategy & Website Design
Location: Remote (Team based in Australia)
Background
A unique digital appearance is a key element in today’s highly competitive environment. This story is about a 6-month journey I took as a designer to reimagine this vision for Scrunch.
Scrunch is a data-driven Influencer Marketing platform that enables brands and agencies to discover the right bloggers and social media Influencers. With one of the world’s largest Influencer databases, with over 20 million profiles and billions of datapoints.
The Scrunch platform takes the guesswork out of collaborations and guarantees maximum ROI for brands, agencies, and influencers using data-driven insights to make marketing magic.
Design Challenge
Their website, however, didn’t reflect this dynamic. Aesthetically it was appealing but didn’t do justice to the brand purpose. There was no structure to the content. It amplified confusion rather than coherency.
I had to make it easy for the company to clearly articulate its core message and facilitate its primary aim with the website - to sell & educate. I had to make sure a positive user experience is maintained through informative and relevant content that allows potential customers to navigate in the right direction.
The Solution
I helped Scrunch to create a brand that logically represents a wide breadth of arrays it already was a part of, including, e.g., educational articles, influencer resources, live-events, brand studies, etc. Also, it was important to come up with a visual style that was nothing like the competitors. A style that challenged the industry status-quo and one that will shine a light on the brand personality.
I evaluated how users interacted with the site and analyzed if they were experiencing Scrunch as intended. I identified that, although Scrunch had a system that worked, some aspects of the design were inherently limiting its ability to nurture prospects into customers effectively.
Post our preliminary research with Scrunch’s users — I recommended updating how Scrunch approaches their customer lifecycle stages. And came up with a new sitemap that better-articulated the user journeys.
Now, a lead is given a chance to graduate through a meaningful, natural journey that, most importantly, is akin to their readiness to engage with sales or, better yet, purchase Scrunch.
Scrunch’s founders had always envisioned their brand to be fun & quirky. This was in contrast to their previously used design style, something that was modern, yet that felt like “just another website.”
With this in mind, a style was designed that uniquely communicated the brand's personality and yet maintained the confidence users came to expect off Scrunch.
What I Delivered
I helped the Scrunch team find their voice. I made a UI that is super casual, fun AF, and keeps itself distinguishable from the pack. The whole experience is welcoming and clearly articulates the core message of the business seamlessly.
Insights & Learnings
Reflecting on this process post 6 months of design, development & design iterations. I examined how the new site performed as opposed to its previous counterpart. Here are some of the insights gathered:
Overall, things went great for Scrunch, there are still some blockers that could be eliminated, and I need to make sure in the upcoming iterations they are catered to. Here are some of the key takeaways:
- As the previous website was partially down for almost 6 months, we observed a 29% decrease in site visits on our new site.
- With visitors coming in from more than 100 countries daily, we could better conduct our discovery phase by including a more diverse audience.
- Our A/B tests ran for a couple of weeks. And, If given more time, we could better analyze the most suitable layout for our users.
