CAA Influence

Role: UX & Lead Visual Designer
Team: Bobby Araiza, Monica Timpson, Taylor Rick
Timeframe: 2 Weeks
Platform: Website
Tools: Sketch, Invision, Photoshop

Goal: The goal of CAA Influence was to showcase the potential of connecting brands and micro influencers. This project set out to create a portal in which brands would create and manage their marketing ad campaigns, and utilize the search portal tool to locate the best micro-influencer for their campaigns.

CAA

Mood Board created by: Taylor Rick

Research &
Discovery

The First Stage
It was important to understand how CAA would venture into the micro-influencer world. This started with a thorough C+C analysis, followed by interviews with agencies, influencers and brands, then constructing a persona who would use this service.

Problem Statement

Once we gathered our research, we proceeded to create the problem statement:
How might we help brands find micro-influencers for their social media ad campaigns, in an easy and intuitive way? With the CAA Influence service, we could provide brands the tools they need to create campaigns, hire influencers, and view key data for their campaign — while keeping the standards and reputation of CAA.

C+C Analysis

Analyze the main competitors in the micro-influencer market.

User Interviews

Conduct interviews with agencies, micro-influencers, and brand managers.

Proto Personas

Through research, construct the best persona for a brand using this portal.

Main Competitors

The first step was to search the current Micro-Influencer market and discover the main competitors — then analyze these competitors to uncover how their sites function and perform.
From here, we were able to better understand the key features required for CAA Influence.

View C+C In New Window

CAA
CAA

User Interviews

To a micro-influencer, trust and support is key — they have to believe the CAA agent will have their best interest at heart. Through our conducted interviews, we began to understand how influencers and brands think, and what their motivations and pain points are.

You want to find an agency that believes in you just as much as you believe in yourself and this is hard for influencers and musicians to find.

Affinity Mapping

After our interviews, affinity mapping assisted in realizing the expectations of brands and influencers. The map allowed us to see what the users were thinking and how they felt.

View Affinity Map in New Window

Persona: Meet Matt Jones

Synthesize

Challenge: Who's Involved?

There are 3 primary users for this platform — the Brand, the Influencer, and the CAA Agent representing the influencer.
During the research phase we uncovered our first challenge:
Because CAA is acting as the agent for the influencer, how do we clearly demonstrate these lines of communication? Will the brand communicate with the CAA agent, or is the brand communicating directly with the micro-influencer? Further ideation would be needed to effectively demonstrate this.