"Fohr" text on yellow background

Influencer Marketing

2021

We redesigned Fohr's Self-Service Platform to make hiring influencers faster and easier. Updates improved efficiency, boosted client satisfaction, and increased platform engagement and revenue.

Discover the perfect post

Illustration of a multi-story building with the address "72 Allen" and sign "Fohr" at the top.

Our UX made it hard to find the right influencers. Confusing filters and a bloated experience slowed campaigns and frustrated clients.

THE PROBLEM

Head of Design
Vlad Garza

Creative Director
Travis Ekmark

Product Designer
Sky Monaco

Lead Engineer
Andrew Miksch

THE PROCESS

Using user data we found that our search and filter tools were inefficient. We interviewed clients needing to hire niche influencers, compare metrics, and posts.

Screenshot of a website page from "Fohr" displaying a list of influencers. The page includes images and names of influencers like "Shoe Lovers," "KESHA," "HelloGiggles," and "androidauthority," along with follower counts and location details.

We identified points and platform data to identify key areas for improvement in the search experience.

  • Interviews revealed that finding the right influencers was vital for clients, requiring tools to assess post tone, metrics, and benchmarks like testimonials and brand kits.

  • Analytics showed 17% of searches failed, filters caused disruptive navigation, and users ignored lower results, limiting influencer options and hurting platform reliability.

  • Cross-functional sessions aligned research with business goals, refining designs to meet user needs and enhance platform value.

  • Client reviews revealed clarity and efficiency gaps, leading to refined designs through bi-weekly sprints and coordinated updates with engineering.

A webpage displaying a grid of nine social media images and posts, including artwork, tweets, fashion images, and family photos. Top navigation menu features "The Daily Edit," "Influencers," and "Content." Filters correspond to dates and influencer locations, with a "Reset Filters" button.

Users faced a frustrating ping-pong effect navigating long filter queries to find content.

Screenshot of a Fohr platform showing the Explore page with filters for influencers. Options include gender, age, ethnicity, followers, locations, and categories like fashion and travel. A location dropdown is visible, suggesting cities like New York and Newark.
User interface of a platform showing influencer filter options, including gender, age, verification status, sexual orientation, location, and interests. A 'Save Filters' popup is active with options to name and save or cancel the filters.

Default presets and UX issues made finding new creators difficult.

PRODUCT REQUIREMENTS

  • Improved search and filter functionality with advanced options, error reduction, and suggestions to guide users.

  • Revamped image search for better previews and faster discovery of influencers with similar styles.

  • Streamlined navigation for easier adjustments and enhanced search result views.

  • Optimized performance to support growing user activity and influencer databases.

Person standing on a staircase reading a book, with a large clock hanging from the ceiling overhead.

THE SOLUTION

We revamped search and filters with advanced options and exploration features like suggested results and filter presets, improving usability, scalability, and influencer discoverability.

Screenshot of a platform showcasing influencers who mentioned Peloton. Influencer profiles include follower counts, engagement rates, and locations. Six influencers are visible: Sinjun Strom, Natalie Chu, Travis Ekmark, Nell Goddard, and others, each with profile pictures and icons indicating ambassador status or other details.

Enhanced search UX with content previews, suggestions, and optimized filters for faster discovery.

Screenshot of an influencer marketing platform interface with filters on the right. It shows profiles with details like follower count and engagement rate, and includes filter options for platforms, content search, and location.
Screenshot of Fohr analytics dashboard showing stats for influencer marketing. Includes earned media value, total influencers, posts, engagement rate, impressions, and interactions. Graph of interest over time and images of top influencers by follower tier.

Added preset searches, overlays, and in-search analytics for faster discovery and insights.

  • Search & Filter UX

    Introduced a sidebar for live filter adjustments with advanced options and suggestions.

    Dashboard showing search results for 'Sephora', with influencer statistics and market value. Includes images of four influencers with their engagement details. A line graph displays interest over time, and various social media platform icons are visible. The market value is $1,846,005, with metrics like total influencers, posts, engagement, impressions, and interactions.

  • Visual Refresh

    Adopted a blue palette and expanded the design system for a trustworthy look.

    Screenshot of an influencer search interface on a platform called Fohr. It includes filters for searching influencers by age, gender, follower count, categories, platforms, and more. The interface features options to apply, clear, and save filters, alongside keyword search options.

  • Content Previews

    Enhanced image search for quicker discovery of influencers with aligned styles.

    A display showing a grid of six profile cards for social media influencers. Each card includes a photo, name, location, follower count, engagement rate, and social media icons. Some profiles are marked as "Ambassadors." The background is white, and the layout is clean and modern.

  • Usability Audit

    Improved standards for better accessibility, supporting visually impaired users.

    User interface for influencer content search with keyword search bar and sorting options by frequency and total reach.

THE IMPACT

A webpage from Fohr displaying influencer statistics for the keyword 'Peloton.' It shows metrics like total influencers, posts, engagement rate, impressions, interactions, and estimated media value. Below, profiles of six influencers with follower counts and engagement rates are displayed in a grid format, with names like Sophie Wood, Grace Murray, and Stephanie Rubin. The top navigation bar includes tabs for Dashboard, Ambassadors, Explore, and more. The page also features search and filtering options.

We reduced the time to find influencers by 35%, increased client satisfaction, and boosted platform engagement. Updates attracted new brand clients and contributed to revenue growth through higher retention rates.

Person seated outdoors wearing a black cardigan, orange jumpsuit, and sandals, with long hair and sunglasses, in front of a textured wall with shadows.

Boosted discoverability, helping brands launch campaigns with better fits and content.

A screenshot of the Fohr platform interface showing user profile analytics for an influencer named Niomi Silver. The interface displays sections like Home, Search, Campaigns, Ambassadors, and more on the left sidebar. The main content shows a profile picture, user statistics, views, and engagement metrics. Options for logging in and getting started are available in the top right corner.

Expanded tools and insights to help clients find the right influencers faster

AREAS FOR IMPROVEMENT

  • Add predictive recommendations based on campaign data.

  • Explore more platform integrations to inform more targeted search results.

  • Increase filter flexibility with custom pre-set options.

  • Conduct regular A/B testing to identify ongoing usability enhancements and quality-of-life updates.

Text reading: 'Hello. We’re Fohr – an ambassador marketing company.'
Dark velvet bar stools and a dark curved bar top with ribbed green paneling.

Fohr’s redesign improved search, usability, and client satisfaction, driving better campaigns and revenue growth.

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