AMAZON
Increase INFLUENCER ENGAGEMENT by empowerment
Innovate influencer partnership tools that empower creators with accessible data and smart workflow optimization.
The Opportunity Space
Influencers recommend Amazon products, helping our customers discover great finds and ultimately boosting sales. How can we equip influencers with the tools they need to grow and succeed?
My Role
UX/UI design, research, usability testing, A/B testing, Dev QA and enhancement, create components that align with Amazon brand while staying unique for the creator design systems
Metrics
Feature query rate
Content creation growth rate
Satisfaction survey and feedback
Impact
By leading continuous user research cycles and implementing an evidence-based design approach, we increased content creation rates by 24% in the first quarter of testing, projecting an 18%+ revenue increase in phase 1 alone - representing approximately $5B in potential annual sales growth.
The Solution
I collaborate with five different product managers to enhance influencer engagement and loyalty in various key areas:
Enhancing AI Assistant Capabilities: Expand AI assistant to assist influencers with inspiration, sales analytics tracking, and content creation.
Optimizing CRM Experience: Streamline communication flows and automated content suggestions based on historical performance
Continuous Feedback Loop: Through bi-weekly creator surveys, identify pain points and opportunities for ongoing improvement
A/B Testing of Key Features: Validate design decisions and quantify impact before full-scale implementation
Iterating Dashboard: Design useful and intuitive data visualization, enabling influencers to better understand their performance metrics
My design process
Understanding the world of the influencers
Behind the Scenes: A Day in the Life of an Influencer
Being a beauty product influencer involves a lot of hard work, creativity, and dedication to maintain a strong and authentic connection with their audience. A day in the life of a beauty product influencer is often a blend of creativity, strategy, and engagement. Here's a glimpse into what their day might look like.
“Help me make an idealist that is quick, relevant to my audience, and has good deals.”
Zoe Ovard
“I have a lot to do! I want to make the most money with the least effort for each piece of content I publish.”
Derik Lee
A comprehensive journey
I developed a comprehensive end-to-end journey for influencers using our empowerment program. This process allowed me to identify areas for improvement. The journey map highlighted user needs and opportunities, particularly at the consideration and loyalty stages of the customer journey. Consequently, I focused on these stages during the design process to enhance the overall user experience.
AI assistant expansion
Our current AI assistant provides basic FAQ support, but we have an opportunity to dramatically transform its capabilities by implementing generative AI that enables influencers to access deeper, more contextual insights about their performance.
Imagine an intelligent assistant that goes beyond static responses, offering dynamic, personalized analysis through natural language queries. For example:
- Comparative performance analysis across years
- Detailed insights into earning trends and potential growth opportunities
- Proactive recommendations for future strategic improvements
By leveraging advanced generative AI, we can create an intelligent tool that acts not just as an information repository, but as a strategic partner for influencers, empowering them with actionable, data-driven insights at their fingertips.
Creation tool optimization
To enhance our influencer platform's effectiveness, we must prioritize and optimize the most frequently used tasks and tools. By streamlining core workflows through systems thinking, we can create an intuitive, efficient experience that reduces friction and empowers creators while building scalable architecture for future growth. I developed UX flow diagram like this collaboratively with my product manager and engineers, who find it invaluable for discussing both current implementation and future iterations.
This approach involves:
- Identifying the most critical and high-volume tasks influencers perform
- Analyzing user journey maps to understand pain points and bottlenecks
- Designing interfaces and workflows that minimize complexity
- Providing intuitive navigation and tool accessibility
- Ensuring seamless integration between different platform functions
The goal is to create a platform that not only meets but anticipates the needs of our influencers, making their work smoother, faster, and more enjoyable.
Continuous Feedback Loop:
Understanding influencer satisfaction and gathering actionable feedback is essential for continuous innovation and adapting our program to evolving needs.
We conducted an A/B test to identify the most effective and least disruptive placement for our tools, ensuring we optimize the user experience while maintaining program effectiveness.
