Influencer
As the lead designer for Influencer, I led a full overhaul of their entire digital product suite. The project covered both the customer-facing website and the internal platform their employees used. The goal was to improve the user experience, make things simpler to use, and modernize the design to better reflect the brand.
Key responsibilities
Lead designer role
I led a team of two talented designers, set the creative direction and kept the design consistent across every digital touchpoint. I also coordinated with stakeholders, managed timelines and kept design standards high throughout.
Working with leadership
I worked closely with Influencer’s founder and CEO, Ben Jeffries, and co-founder, Caspar Lee. Their vision shaped the project’s direction, and working together made sure the final product met both the business goals and the needs of users.
Customer-facing website
The website redesign aimed to improve engagement and accessibility. That meant a more intuitive interface, a stronger visual layout, and a responsive design that worked well on every device.
Internal platform
For the internal platform, the focus was on making work easier for Influencer’s employees. This included redesigned dashboards, better navigation, and new features to boost productivity.
The process
The process began with a deep look at all the available data. At first there was very little, because no tracking was in place. To fix this, I set up Google Analytics and Hotjar, which showed us how users actually behaved.
With these tools in place, I ran several user testing sessions with both customers and employees. This showed us their pain points and what they wanted.
With this data, I put together my recommendations and presented them to Ben Jeffries and Caspar Lee. Their approval was key to moving forward.
Once we got the green light, we laid the foundation for the design systems, then moved on to detailed mockups and prototypes.
In the final stages, we handed the internal platform designs over to the developers. I supervised the build closely to make sure it matched the designs. At the same time, we designed and built the new customer website in Webflow, with a smooth, responsive experience.
This structured approach and close work with the development team were key to delivering a product that was consistent and worked well.
The result
The new digital product got positive feedback from both customers and employees.
The updated website brought in more traffic and higher engagement, and the internal platform made the team faster and happier. The project also gave the brand a much stronger digital presence.
Most of the foundations and design systems I created are still in use, and the brand look is still going strong 8 years later. I also still consult with the team from time to time.
