CreatorLab
Summary
Mission
The goal of the project was to design an internal platform that could bring structure to how Campfire manages influencer campaigns. As the team scaled, workflows became fragmented across tools, making it harder to manage creators, track communication, and maintain visibility across campaigns. The platform needed to centralise influencer data and support the full lifecycle of a campaign, from discovery through to delivery and reporting.
At a broader level, the aim was to create a more consistent way of working, reducing duplication, improving coordination, and making better use of the data already available.
My Contribution
I led the design of the platform end to end, working closely with engineers to define both the workflows and the interface. My role focused on structuring how campaigns and creators move through the system, and designing the screens that support those journeys. The work centred on making the platform reflect how teams actually manage campaigns in practice.
CreatorLab platform
Defining the Workflow
Before moving into UI, I mapped out how campaigns progress from initial brief through to reporting. This created a shared understanding of the workflow and highlighted where processes were fragmented. It also ensured that the platform was designed around real tasks rather than isolated features.
Campaign Workflow Flowchart
Structuring Influencer Discovery
A core part of the platform was the influencer database. We designed a structured way to explore and evaluate creators using performance data, audience insights, and historical context. Profiles bring this information together so teams can quickly assess suitability and make more informed decisions.
Influencer Database + Creator Profile Screens
Creating a Consistent Campaign Setup
Campaign setup was redesigned to create a clearer and more consistent starting point. The platform guides teams through defining objectives, audiences, platforms, and deliverables, helping reduce ambiguity and ensuring campaigns are aligned from the outset.
Campaign Creation Screens
Connecting Creators to Campaigns
Once creators are identified, they can be added directly into campaigns. Teams can organise selections into groups, manage progress, and track involvement within the campaign itself, creating a stronger connection between discovery and execution.
Shortlisting + Campaign Grouping Screens
Bringing Communication into the Workflow
Communication is built directly into the platform, allowing teams to manage both group outreach and individual conversations in context. This keeps messaging tied to campaign activity and reduces reliance on external tools.
Messaging + Outreach Screens
Managing Campaigns End to End
As campaigns progress, the platform brings together creator activity, budget tracking, and performance metrics into a single view. This makes it easier to understand progress and stay aligned without relying on disconnected updates.
Campaigns Performance Tracking Screen
Outcome
Creator Lab brought structure to a previously fragmented process by connecting influencer discovery, campaign management, and communication into one system. This improved visibility across campaigns and reduced manual coordination across teams, while introducing a more consistent way of working.
Reflection
This project was about designing a system, not just individual screens. By focusing on workflows first and working closely with engineers, I was able to shape both how the platform functions and how it feels to use. It reinforced the importance of grounding design decisions in real-world processes, especially when building tools that support complex, ongoing work.
