Overview
A system that helps music labels and managers discover, invite, and activate creators, all in one place.
I redesigned a previously disconnected process into a cohesive, scalable workflow that cut setup time by 35% and eliminated the reliance on massive CSV files.
During my time at Creed Media, I was tasked with rethinking the entire platform from the ground up. This included designing a new design system, establishing a unified visual language, and rebuilding the core features that teams depend on daily, from creator discovery and pricing evaluation to invitation flows, templates, and activation management.
My goal was to create a platform that feels intuitive, resilient at scale, and tailored to the way modern music campaigns actually operate.
Contributions
Product Design
Visual Design
User Experience
Prototyping
Agentic Design
v0
Year
2025
Research & Insights
Understanding the workflow, pain points, and opportunities
Before redesigning the platform, I took stock of all existing research, including heuristics evaluations, prior user interviews, and predefined personas to understand the current state of the product. This existing data provided a strong foundation, but it wasn’t sufficient to guide a full redesign.
I analyzed and synthesized this information into structured insights, revealing patterns across workflows, pain points, and system-wide inefficiencies. From this process, Lena emerged — a campaign manager balancing multiple music campaigns — whose experiences reflected the common challenges faced by many users.
Seeing the Pain Through Lena’s Eyes
Lena is a senior campaign manager at an indie music label.
She’s fast, intuitive, and deeply connected with her creators, but her system slows her down.
“When I’m adding creators, I need to see if I’m still within budget, right there, not on another page.”
Her daily routine mixes discovery, negotiation, and activations, yet every task feels like context switching.
Lena shared what makes her workflow so challenging, and we organized these insights into four key clusters:
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Overload & Context Switching
Managing multiple projects simultaneously overwhelms her, forcing repeated data entry and constant mental tracking.
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Discovery & Niche Expertise
Without effective discovery tools, sourcing the right talent is slow and often incomplete, making narrative-driven campaigns harder to execute.
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Time-Intensive Sourcing
Identifying, vetting, and inviting creators is the most time-consuming part of her workflow, creating bottlenecks before campaigns even start.
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Budget & Expectation Uncertainty
Lack of transparency and inconsistent rates from both managers and creators create stress and inefficiency, increasing errors and rework.
Finding Harmony in a Noisy Process
After understanding Lena’s pain points and mapping the common workflow frustrations, the next step was to translate these insights into actionable improvements. The insights produced two complementary outputs:
Quick Wins – actionable improvements derived from the pre-existing research. These addressed known pain points or usability issues identified in previous studies.
Quick Wins (Audit) – results of a UX audit I performed myself, validating the data, uncovering overlooked friction points, and ensuring no gaps existed in the prior research.
To organize and prioritize improvements, we created a Priority Matrix mapping every Quick Win and Quick Win (Audit) by Impact on workflow and Effort to implement. This highlighted immediate actions, mid-term initiatives, and long-term opportunities.
This structured approach allowed for double validation of insights while ensuring the team focused on improvements that truly mattered.
Insight Mapping Overview
Priority Matrix – Quick Wins
The matrix revealed two main focus areas where improvements would deliver the most value:
Streamlined Campaign Management
Managers often handle 10–12 campaigns simultaneously, switching between screens, CSVs, and external tools. To reduce context switching and cognitive load, we implemented:
Smarter multi-campaign navigation — lets managers move between multiple campaigns without losing context, reducing cognitive load and saving time.
Centralized Creator Invitation & Pricing — a single interface where managers can add creators, apply templates for activations, and adjust pricing. Supports batch or individual customization, making campaign setup faster and more scalable.
Seamless Creator Discovery & Evaluation
Previously, managers had to leave the platform to review creators, breaking their workflow and slowing decisions. We addressed this by:
AI-powered creator discovery — search for creators using natural-language prompts. The system provides reasoning and confidence scores for results, allowing managers to quickly add creators to campaigns or shortlists.
Inline videos on creator profiles — uploaded and posted videos are displayed directly in the creator profile, enabling evaluation without leaving the platform.
Integrated Invite Link in Add Creator Modal — invites are accessible directly in the workflow, eliminating disconnected steps and keeping the process seamless.
Solving the Problem
Designing in Rhythm
With Lena’s voice guiding us, we unified discovery, invitation, and activation into a continuous, context-rich flow.
Invite to Campaign
Seamless Invitations
The Invite to Campaign modal was redesigned to handle all the ways managers add creators in one intuitive interface. Now, creators can be invited from three sources:
CSV import
Internal system database
Existing shortlists
This allows managers to bring in multiple users quickly, without leaving the modal or jumping between screens. Once added, more creators can be included in the same session, making the workflow highly scalable for managers handling 10–12 campaigns simultaneously.
Old Invite to Campaign Modal
New Invite to Campaign Modal
Minor changes no longer require rebuilding the setup from scratch, which saves time and reduces cognitive load.
The modal also supports creators directly, allowing them to contribute to the campaign setup while keeping managers in control. Key features include:
Creators can access a shareable link to join the campaign.
They can configure their own activations, pricing, and details.
Managers retain full oversight and control throughout the process.
This approach creates a seamless workflow for both creators and managers.
Try It Yourself
Want to experience part of the flow firsthand?
Click below to interact with a live prototype of the Invite to Campaign modal, including adding creators, adjusting pricing, and exploring activation settings.
Creator Pricing Assistant
Pricing Without Guesswork
Pricing decisions are now embedded directly into the workflow, removing the need for managers to manually calculate budgets or switch screens. The Creator Pricing Assistant sits above each activation input and provides live insights to guide accurate decisions. It shows how a creator’s price affects the total campaign budget, predicts reach and expected engagement, and compares the rate to industry standards.
If a creator’s rate is high enough to require approval, the system flags this inline so managers can address it immediately, without leaving the modal. All calculations update live as prices are adjusted, ensuring accuracy and preventing errors.
Key benefits of the Creator Pricing Assistant include:
Real-time budget impact displayed for each creator.
Estimated campaign reach and engagement based on historical data.
Fairness indicators comparing rates to industry benchmarks.
Inline approval prompts for high-value creators, keeping workflow uninterrupted.
Continuous live updates prevent miscalculations and context switching.
AI Creator Discovery
Discovery That Thinks With You
Managers often struggled to find creators in niche genres or micro-communities, especially when campaigns were narrative-driven. Previously, they could only search by known handles or use filters that were not flexible, forcing them to rely on spreadsheets and external research. The AI Discovery feature transforms this process into a conversational, intelligent workflow.
Managers can now type prompts in natural language, such as:
“Find pop artists in London with high engagement on Reels.”
The system returns a curated list of creators along with transparent reasoning, including:
Relevance scoring based on genre, audience overlap, and engagement metrics.
Search accuracy indicators, showing confidence in the results.
Recent activity and posts within the platform, so managers don’t leave the workflow to check social media.
Quick actions to add creators to campaigns, shortlists, or open detailed profile modals.
Results & Impact
A Faster, Clearer, and More Confident Campaign Workflow
By evolving from fragmented tools and manual spreadsheets into a unified, intelligent creator management system, the platform now empowers managers to run music campaigns with clarity, speed, and creative control. What used to feel like stitching workflows together now feels like momentum.
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Stronger Manager Performance
Managers can move through discovery, pricing, and invitations without losing context, making the entire process feel smoother and far less mentally taxing.
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More Informed, Confident Decisions
Transparent pricing, real-time budget impact, and approval indicators help managers make decisions with clarity instead of guesswork.
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AI That Supports Strategy, Not Just Search
The introduction of natural-language discovery and in-platform creator insights reduces time spent cross-checking external sources and empowers managers to explore niche genres and emerging communities with confidence.
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Less Manual Work, More Creative Direction
By automating the most repetitive and error-prone parts of the workflow, managers can focus on shaping narrative-driven campaigns rather than maintaining spreadsheets.
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A Platform That Scales With Campaign Load
Even as managers juggle 10–12 concurrent campaigns, the system remains stable, intuitive, and efficient, enabling them to operate at scale without burnout.
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A Better Experience for Creators Too
From self-invite links to clear activation setups, creators benefit from a simpler, more transparent process, leading to fewer misunderstandings and smoother collaboration.