Gen Z PM
Reimagining Project Management in the Social Media Marketing age
Client
MadeLabs Technology
Duration
Jan 2024 - May 2024
Services
UX Research and Design
Skills
Secondary Research, User Interviews, Journey Map, Feature, Wireframing, Testing
Collaborators
Company Product Lead, CEO, team of 3 UX designers
Overview
What market would Fairview work in?
How does project management work in that market?
How Can Fairview be Used in This Market?
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02
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Key Research Goals
The project delivers it by developing research-backed recommendation to Madelabs on in what market they should target their project management application FairView, and a rough visual demonstration of how Fairview could look in this new problem space.
The challenge was finding the product market fit and reimagining FairView, a PM tool.
Context
🌏
Challenge
Scope
The scope is finding a user group, market, or niche for Fairview to operate in. The focus is not on redesigning Fairview or attempting to improve its current usability.
Scope
Finding one or more potential market spaces and niches that Fairview might be able to thrive in.
Conducting in-depth research in chosen niche(s).
Visualise a version of Fairview that could address common pain points, and prove Fairview’s opportunities within the chosen niche.
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Metrics
Success metrics included user satisfaction and engagement levels, adoption and retentions and qualitative feedback on the workflow improvements.
Constraints
Key constraints included minimal redesign effort, testable market, maximum usage of the existing core features
The Process
Research
Ideating
& Refining
Method: Systematic review of current facts, competitor analysis, and market trends
Why: To understand market size, existing solutions, and identify gaps.
Secondary
Research
What is SMM?
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Some existing SMM platforms
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Some gig platforms for micro influencers and campaigns exist. But no end-to-end platform exists for managing entire workflow.
Key Findings
$16.4B market size with 26.8% YoY growth
No unified solution exists for influencer campaign management
Average campaign manager uses 4+ separate tools
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Interviews
User Personas
To synthesize all of the interview findings in a more digestible way, an affinity diagram was made, noting the recurring themes and patterns which finally lead to identifying pain points of the target users.
Key Pain Points
No "one-stop shop" app for campaign management (financials, communication, scheduling, people management, and performance analytics)
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Campaign management in its current state lacks people management tools
(No analytics from company about influencer's post performance and duties Campaign Managers have to manually check KPI’s)
The storyboard represents the user journey and the pain points associated with each section of the journey.
Design Process
We meticulously crafted the Fairview sitemap to conduct a comprehensive analysis of the entire user experience.
Site Map (Zoomed-in)
Site Map (Complete)
A feature flow chart was created to visually convey the Fairview’s relevant current features and proposed potential features.
Using all research insights, a feature list was constructed in order to clearly define the potential features Fairview would need to incorporate that would ideally facilitate both campaign managers’ and influencers’ desired tasks, and address their needs.
A journey map was created to understand the effort that Fairview would need to be a campaign management tool.
The low-fidelity wireframes is to envision the proposed solution
Design Solution
Post that, every available feature and functionality was examined to gain an in-depth understanding of the platform's current state.
A comprehensive mixed-methods research approach was used to deeply understand user needs and market opportunities.
What Markets Are Underserved in the Project Management Tool Industry?
Social media Marketing (SMM) emerged as the ideal focus due to its immense potential, making it a perfect fit for Fairview’s transformation into SocialView. This approach ensured a research-backed and sponsor-aligned decision.
We explored 26 potential industries and narrowed them down to 4 using criteria such as accessibility, research and market saturation.
Collaborating with the company leads, a prioritization matrix was created that ranked each of these 4 niches based on effort (tool customization) and value (user need/demand).
Fairview is a web based Project Management application designed by MadeLabs to assist in managing their internal projects with a people-oriented approach.
They are looking to launch Fairview as a product. But the market research showed that this field is oversaturated with project management applications that achieve what Fairview aimed to do.
Fairview, initially targeting small to mid-size tech companies, seeks for a new product-market fit where it could provide unique value..
The core challenge was identifying a market/niche for Madelabs’ internal Project Management tool: Fairview, to penetrate and grow in.
Current Feature Analysis
SocialView
A campaign manager will create a plan to promote Sephora’s new lip gloss. The CM plans to assign 10 influencers to each create a 1 minute long video to post to TikTok or Reels. The CM then posts an ad on Home From College. Several small scale influencers reach out, hoping to be hired. The CM then hires 10 influencers and directs them to their internal serviceーSocialViewーhaving them create their accounts. They use SocialView for various tasks such as submitting deliverable, payment management, viewing task status, etc.
Brand: Sephora
CM = Campaign manager for Sephora
Use case
Usability
Testing
Method: Moderated remote testing following think-aloud protocol
Participants: 8 users (4 campaign managers, 4 influencers)
Tasks: Core user flows including:
Campaign creation
Influencer onboarding
Analytics review
Communication flow
Results
Quantitative Results (Based on Testing)
Campaign managers reported 40% reduction in task management time
Task success Rate of 85% was obtained.
An average user satisfaction score of 8.7 was achieved.
Qualitative Feedback
"Finally, everything I need in one place"
- Campaign Manager
"The payment tracking alone would save me hours of headaches"
- Micro-influencer
Next Steps
Learnings
Importance of understanding the product-market fit.
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Humans, Humans, Humans.
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Key Research Questions
Method: In-depth semi-structured interviews following cognitive walkthrough of current workflow
Sample size: 6 participants (2 campaign managers, 4 influencers)
Why: To uncover pain points and understand mental models
"I'm a professional kitten herder"
-Campaign Manager at ABC
"I've been unpaid for work simply because of miscommunication"
-Freelancer
“If I want to check how an influencer on the campaign is performing, I have to
tune in to the livestream myself and measure the amount of viewers.”
-SMM Head
“Everything was piled up in a really long email thread”
-Micro Influencer
Key Recommendation
Further interviews and more market research to investigate the gaps between Fairview and SMM industry needs.
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Conduct more industry research on specific business data to identify pricing models.
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Overall, a confident note that this is a golden opportunity in the industry that can be taken advantage of by SocialView if they follow the groundwork laid out.
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