Designing Better Decisions at Scale
Transforming Good Creator Co into a clearer, faster, and more scalable creator intelligence platform
SaaS
Product Redesign
B2B
Data Visualization
Design system
Freemium
Data-heavy UX
Overview
Good Creator Co helps brands discover, evaluate and collaborate with creators using large-scale influencer data.
After acquiring Vidooly, the company gained richer creator insights, creating an opportunity to rethink the product experience.
The platform already had powerful data, but the experience felt fragmented. As features grew, navigation became harder, workflows slowed down, and consistency across the product started to break.
At the same time, the business was moving toward a freemium model, making it important to redesign the platform around clarity, trust, and speed.
Over two months, I led the end-to-end redesign of the platform, making it easier to navigate, faster to use, and more scalable for future growth.
Company
Good Creator Co.
Role
Product Designer
Duration
2 months
Team
1 PM + 1 UXR + 3 Developers
Impact in brief
Key outcomes from usability testing and early rollout
48%
Increase in user satisfaction
3
New enterprise clients acquired post-redesign
35%
Faster creator shortlisting
42%
Fewer steps in core workflows
design at a glance
A quick overview of the scale, priorities, and key improvements that shaped the redesign.
200+ frames designed responsively
100+ reusable components defined
Discovery & Analytics flows restructured
Foundational Design System established
Reduced cognitive load in data-heavy views
Simplified layouts and restructured information hierarchy to make dense creator data easier to scan and interpret.
Clear Decision Signals
Prioritised key creator metrics and surfaced meaningful actions to support faster, more confident decisions.
Nano
Micro
Macro
12k
884k
FROM
TO
1k-99k
299k-999k
1M-10M
25 years and below
More than 10% of Audience
Add another location
New Delhi
More than 30% of audience
Country,City or State
New Delhi
Mumbai
Germany
United States
California
Country,City or State
New Delhi
Mumbai
Germany
United States
California
Male
Female
Any
More than 83% of Audience
Subscribers/Followers
Views/ Play counts
Engagement actions
Info
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Warning
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Success
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Error
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Leaderboard
Topic Research
Account Tracking
Genre Insight
ANALYTICAL TOOLS
Smart Campaign
Campaign Report
CAMPAIGN TOOLS
Collections
Creator Discovery
Home
Scalable Experience
Established a consistent UI foundation with reusable components to support future product growth and feature expansion.
Faster creator discovery
Redesigned search and filtering with a more adaptive approach, enabling users to find relevant creators faster with less effort.
skip to the final redesign
Deep Dive?
To understand the redesign, it’s important to first look at the challenges within the existing experience.
Context
Good Creator Co’s platform was built to help brands discover and evaluate creators using large-scale influencer and audience data.
Following the acquisition of Vidooly, the platform gained access to richer creator insights, advanced search capabilities, and deeper audience analytics.
While this significantly strengthened the data layer, it also increased the complexity of the product. New features were layered onto the existing experience without a clear structure, making it harder for users to navigate and act on information.
The opportunity was not just to redesign the interface, but to evolve the platform into a more cohesive, decision-driven experience.
problem
As the platform scaled, the experience failed to support decision-making at the same pace.
The challenge wasn’t access to data — it was making confident decisions from it.
UX Challenges
Information hierarchy was unclear, making key metrics hard to scan
Discovery and evaluation workflows required too many steps
Navigation felt fragmented across different modules
UI patterns were inconsistent, reducing predictability and trust
Creating and managing collections was unintuitive and time-consuming
Business Challenges
The platform did not effectively support a freemium user journey
New users struggled to quickly understand the product’s value
Key features were underutilised due to low visibility
The experience lacked clear pathways for conversion and retention
research
To validate these challenges and understand the problem space more deeply, I collaborated with the UX researcher across multiple research methods.
The goal was to understand both user workflows and business constraints.
Heuristic Evaluation
Evaluated the platform against usability principles to identify gaps in clarity and structure.
🔎 FINDINGS
• Inconsistent UI patterns across modules
• Overloaded screens and weak content prioritisation
Internal Feedback
Synthesized feedback from sales and product teams to understand recurring user pain points and business priorities.
🔎 FINDINGS
• The interface felt cluttered and visually inconsistent
• Users often needed support to complete key tasks
Interviews
Interviewed 4 campaign/brand managers and 2 product managers to uncover real-world decision workflows and friction points.
🔎 FINDINGS
• Key creator signals were hard to identify quickly
• Shortlisting and collaboration felt time-consuming
Competitor Analysis
Benchmarked 4 competitor platforms(Vidooly, Playground, Hypeauditor and Grin) to understand industry patterns in discovery, data visualisation, and feature design.
🔎 FINDINGS
• Competitors surfaced key metrics more effectively
• Discovery and collaboration flows felt more seamless
INSIGHTS
Synthesising research findings revealed key gaps in how users interacted with the platform and made decisions.
Users didn’t need more data — they needed clearer signals to act on
Decision-making was slowed by scattered information across multiple views
Important actions like shortlisting and saving creators were not easily accessible
Collaboration workflows were weak, leading teams to rely on external tools
First-time users struggled to quickly understand value, especially in a freemium context
Redesign Strategy
To address both user and business needs, the redesign focused on aligning decision clarity with product growth.
User Needs ↔ Business Goals
User Need
Business Goal
Faster discovery
Improve adoption
Clear metrics
Build trust
Easy shortlisting
Increase retention
Guided experience
Support freemium conversion
design principles
Clarity over density
“Prioritize key metrics”
Progressive disclosure
“Reveal depth gradually”
Action over exploration
“Make shortlisting effortless”
Visibility over complexity
“Surface important actions”
wireframes
Wireframes were used to simplify key workflows and validate structure before moving into high-fidelity design, in close collaboration with the Product Manager.
THE New Experience
The redesigned experience focused on simplifying discovery, improving decision clarity, and enabling smoother workflows across the platform.
homepage
Redesigning core product flows (discovery → evaluation → shortlisting)
Improving information architecture and navigation structure
Defining new UI patterns and reusable components
Aligning the product with freemium growth strategy
Establishing foundational design guidelines for consistency
view prototype
Creator discovery
Simplified filtering
Better scanability of results
Stronger “Add to Collection” actions
Faster shortlisting and reduced friction
view prototype
Fig: The mobile responsive layout was made for only homepage, creator discovery and profile in the first phase as the heavy users were primarily using laptops or PCs.
view design file (figma)
Creator profile
Structured tabs: Overview, Audience, Growth, Engagement, Value
Reduced information overload
Result: Better comprehension and deeper analysis
view prototype
collection
Redesigning core product flows (discovery → evaluation → shortlisting)
Improving information architecture and navigation structure
Defining new UI patterns and reusable components
Aligning the product with freemium growth strategy
Establishing foundational design guidelines for consistency
view prototype
leaderboard
Redesigning core product flows (discovery → evaluation → shortlisting)
Improving information architecture and navigation structure
Defining new UI patterns and reusable components
Aligning the product with freemium growth strategy
Establishing foundational design guidelines for consistency
view prototype
scaling the experience
To support consistency and scalability, I established a foundational Design system.
This included:
22+ Reusable components and 120+ variants
Standardised data visualisation patterns
Defined brand, layout and spacing rules
Unified interaction patterns
The goal was not just visual consistency, but making the platform feel more predictable and trustworthy.
impact
To evaluate the effectiveness of the redesign, we conducted usability testing with key internal stakeholders across core creator discovery and shortlisting workflows.
How It Was Measured
User
tasks given
8 x sales team members
Discover specific targeted creators
6 x Campaign managers(4+2)
Compare creator profiles
(4 x Internal)
Shortlist creators for campaign
(2 x External)
Share campaign details internally
Behavioural Impact
35% faster creator evaluation
42% fewer steps in key workflows
Increased depth of profile analysis
Business Impact
3 new enterprise clients acquired
Improved sales confidence
“The redesign didn’t just improve usability, it made the platform easier to sell.
Chhitij, PM
Implementation & Collaboration
The project was completed within a tight 2-month timeline.
Key challenges were:
Balancing freemium simplicity with enterprise depth
Managing high data complexity
Aligning design decisions with development constraints
Close collaboration with PM and developers ensured feasibility and faster execution.
key takeaways
This was my first experience to design a product from 0-1. There were many thing I got to learn and listed are few of the most important ones. While designing a data heavy SaaS platform:
Clarity drives trust in users.
Designing for freemium is about guiding value, not limiting access
Strong systems thinking is more impactful than isolated UI improvements