Stacey Kam | Project

CRUUSH is an AI-driven social commerce platform that connects merchants and influencers in a revolutionary way. Instead of manually selecting influencers, CRUUSH uses AI to match products with the most suitable influencers based on their proven track record. This platform allows influencers to discover, share, and earn, while enabling merchants to leverage low-budget yet impactful influencers.

Type Digital Product Development

Tools

Hand Sketch

Trello

Google Sheets

Google Doc

Skills

Cross-functional Team Collaboration

Stakeholder Management

Content Planning

Copywriting

Usability Testing

Context

CRUUSH was created by a content-driven marketing agency specializing in social commerce and influencer marketing. The platform aims to redefine the concept of influencers and provide brands with a fresh influencer solution. It is open for everyone to register, discover products they are interested in, and share their actual experiences. The rise of live-streaming shopping in Eastern Asia and the impact of social media have driven the emergence of social commerce. CRUUSH was born under this trend with a mission to empower anyone to become an influencer.

Research

The team started with the concept of influencer and product matching and created the product from the scratch. I joined the team after they had the 1.0 version and the product was just fresh to the market. We analysed the backend data, reviewed the whole user experience and then started to brainstorm the optimisation and further development of the product.

Bringing it All Together - Definition Phase

Problem

The traditional influencer marketing approach primarily focused on promotions and brand awareness, but it had limitations. Tracking conversions was challenging, and finding suitable influencers could be expensive and time-consuming. For influencers, their involvement in marketing campaigns was often passive, limiting their ability to choose the products they wanted to promote.

Solution

CRUUSH offers a solution that provides merchants with the best return on investment through influencer-to-product matching driven by data. It offers several benefits, including low-cost options, increased brand exposure, authentic content creation by influencers, scalability for campaigns, AI-powered matching based on data analysis, and flexibility for both online and offline retailers. For influencers, CRUUSH empowers them to choose the products they like, receive exclusive deals for their followers, and earn cash.

From Concept to Reality - Design and Development Phase

Operation and Optimization Phase

What I did

Leadership

I actively participated in weekly meetings with the team to brainstorm new features and optimize the user experience based on performance. As a user of the platform myself, I provided valuable insights and ideas to enhance the overall experience.

Content Planning and Copywriting

Since CRUUSH was in the early development stage, I was responsible for continuously improving the content and copywriting to align with changing features. I created both English and Chinese copy for the platform and marketing website, ensuring clear and easy-to-understand instructions for users to follow.

Testing

After developers implemented new features, I conducted comprehensive testing to identify and address any bugs or pain points. I tested the platform on different devices and operating systems, working closely with the developers to ensure a smooth user experience.

Operation and Customer Service

I reached out to influencers to join our platform and maintained strong relationships with them and merchants by providing exceptional customer service. I also performed manual operations, such as checking products and identifying issues. Whenever I noticed platform issues, I promptly contacted the developers to investigate and resolve them.

What I learnt

Cross-Functional Team Collaboration

Working with a cross-functional team, including developers and designers, was a new and enriching experience for me as a recent university graduate. With the guidance of my supervisor and helpful teammates, I quickly adapted and learned the importance of effective communication and collaboration across diverse roles.

This experience enhanced my communication skills and deepened my understanding of different professional perspectives.

Stakeholder Management

Managing the expectations and requests of merchants and influencers was a valuable lesson I learned. Many of them were small businesses or micro-influencers who had their own jobs and shared social posts as a side interest.

Maintaining excellent communication with these stakeholders was crucial for the smooth operation of the platform and maintaining a positive brand image. I developed strong skills in stakeholder management and providing support to ensure their satisfaction.

Trial and Error

Engaging in user research and employing design thinking to create a cohesive story and user experience was a new and enjoyable experience for me. It taught me the art of solving problems through design thinking and highlighted the importance of crafting a seamless journey from 0 to 1 for users. This process allowed us to explore innovative solutions and deliver an enhanced user experience.