AI-Powered Influencer Intelligence Platform for Data-Driven Campaign Management
Enabled data-driven influencer marketing by designing an AI-enhanced B2B SaaS platform that consolidated fragmented creator analytics, streamlined discovery, and unified campaign management for creators, brands and agencies.
Role
Individual Contributor
Skills
Research, Data Visualisation, Dashboard Design, Systems Thinking
Timeline
36 weeks
Mar - Nov 2022
Collaborators
Product Managers, Data Scientists, Engineers
Platform
Web (Desktop- first B2B SaaS)
INDUSTRY VALIDATION
Driving enterprise mandates
and category-defining scale
This product evolved from a 0→1 design effort into a category benchmark for India’s influencer marketing industry. The platform powered 108 campaigns across 1,875 creators, driving 2.9 billion views and 131 million engagements.
In April 2025, Hypothesis secured the influencer marketing mandate for Ather Energy, a marquee enterprise contract validating the platform's commercial relevance for brands seeking to combine data-driven creator discovery with creative storytelling at scale.
PROBLEM
Influencer marketing lacks structured systems for confident decision-making
USER CHALLENGE
Brands, agencies, and creators run influencer campaigns across fragmented tools and manual workflows. 32% of marketers cite measuring creator performance as their top roadblock to a successful campaign. Excel-based analytics, retrospective measurement, and instinct-driven creator-brand fit slow decisions and obscure true ROI.
BUSINESS CHALLENGE
India's influencer marketing industry crossed £220 million in 2024 and is projected to reach £315 million by 2026. As volume grows, manual workflows limit scale, leading to slow turnaround and weaker campaign performance.
CONSTRAINTS
B2B influencer marketing serves multiple personas with distinct mental models. Creators benchmark content performance, agencies manage campaigns at scale, and talent managers broker creator-brand fit. Designing one platform required unifying AI-led discovery, cross-platform data, and complex analytics into a coherent system with shared data, consistent information architecture, and a scalable design system.
BUSINESS GOALS
Drive measurable improvements in campaign setup efficiency and creator-brand match quality
⏱️
Campaign Efficiency
Reduce campaign setup time and increase operational capacity through structured workflows.
🔁
Creator-Brand Match Quality
Improve creator-brand match accuracy and platform adoption through data-driven discovery and insights.
MY PROCESS
The UX thinking behind the solution
View my process
SOLUTION
A unified platform for AI-driven, data-driven influencer marketing
The solution brings together cross-platform analytics, campaign management, and creator discovery into one workspace, with each module tailored to its core persona while sharing a common data layer.
Creator Module
UNIFIED ANALYTICS
Cross-platform content metric analysis
Users can get a quick understanding of their content’s effectiveness across various platforms, in a single integrated solution.
AUDIENCE INTELLIGENCE
Audience insights to inform content strategy
Users get detailed insights through demographic breakdowns, engagement heat-maps, and audience interest data, supporting focused content planning and informed brand conversations.
CUSTOMISED PORTFOLIOS
Customised creator portfolios for pitches
Users can build customised portfolios powered by live performance data, showcasing their work alongside key metrics and replacing manually prepared pitch decks. These can be saved as templates for future use, with the flexibility to tailor them to each brand's specific requirements.
INDUSTRY TRENDS
Stay updated on industry trends
Creators can keep tabs on what is trending within their content domain. Category-level benchmarking and peer comparisons help them understand where they stand, while trending topics, hashtags, and series surface inspiration for content strategy.
AI-POWERED MATCHING
Data-driven creator-brand match score
An AI-powered match score pairs creators with relevant brand opportunities based on their content, audience, and engagement data replacing instinct-driven outreach with data-informed recommendations.
Campaign Module
BRAND AND CAMPAIGN SETUP
Configuring campaigns in minutes
Structured workflows and pre-configured inputs replace manual campaign creation, reducing setup time. Users can access brand assets, creator briefs, and campaign resources in one workspace.
CAMPAIGN MANAGEMENT
Track and manage ongoing campaigns
Users get a birds-eye view of all active campaigns with inline performance indicators. At a glance, managers can identify which campaigns are on track and which need attention.
PERFORMANCE INSIGHTS
Real-time campaign performance analysis
Users can slice performance data by platform, format, creator, or individual content piece from a single live dashboard, replacing scattered spreadsheets with real-time, filterable analytics.
COLLABORATIVE REPORTING
Shareable insights via data visualisation
Campaign managers can add strategic annotations onto charts and dashboards, creating shareable reports that combine quantitative performance data with qualitative context for brand stakeholders.
Discovery Module
INTELLIGENT DISCOVERY
Promoting discovery across the influencer ecosystem
Users can discover creators, content, brands and campaign briefs across platform, category and audience demographics. They can also discover trend-based curated categories, replacing fragmented third-party discovery tools.
COLLABORATIVE SHORTLISTING
Turning discovery into actionable lists
Users can save creators, brands, or content to reusable lists organised by campaign or category, and share them across teams with configurable access levels for collaborative decision-making.
BRAND OPPORTUNITIES
Connecting creators with brand opportunities
Creators can browse and filter brand briefs by platform, category, budget, and eligibility. Recommended briefs highlight opportunities within their content domain, enabling two-way discovery between brands and creators.
OUTCOMES
Measured impact of the data-driven influencer marketing platform
Following launch, data from the first 90 days was analysed to evaluate how the platform influenced campaign management and creator discovery. Key metrics across setup efficiency, campaign volume, match accuracy, and platform adoption were tracked to assess early performance.
CAMPAIGN SETUP EFFICIENCY
30mins
Campaign setup time reduced from approximately 4 hours to under 30 minutes, an 87% improvement.
DISCOVERY TO CONTENT
+18%
Increase in creator acceptance rate by brands, improving alignment between brand requirements and creator selection.
OPERATIONAL SCALE
+40campaigns
First-quarter volume indicated enhanced operational capacity and platform adoption across agency teams.
SHARED SESSIONS COMPLETION
+260 creators
Creators onboarded, expanding the platform's talent pool and improving discovery scope for brands and agencies.
LEARNINGS
What I learnt about designing a multi-persona B2B analytics platform
Building a 0→1 B2B SaaS platform for influencer marketing required serving distinct stakeholders with competing workflows within a single product. The project showed how modular thinking, systematic data visualisation, and iterative scope management can turn complex, fragmented processes into a coherent platform experience.
Designing for multiple stakeholders in a single system
One product, different mental models. The challenge was identifying where workflows share data and where they must stay separate.
Translating complex data into confident decisions
Analytics works best when users can act fast. That meant balancing summary views against detailed layouts where needed.
Managing scope and ambition in a 0→1 product
Every feature shaped the foundation. Close collaboration with engineering kept the MVP focused enough to ship and flexible enough to scale.
This project deepened my understanding of designing B2B platforms where multi-stakeholder complexity, data density, and product ambition must be balanced to support confident, data-driven decision-making.