Lead designer on a social media marketing platform for analysing brand activations and creator performance using LLMs and sentiment analysis.
The Opportunity
The agency had 7 years of campaign data that could be used to help understand why campaigns performed (or didn't) — and a clear use case for LLMs to synthesize comprehensive performance insights.
The Challenge
How might we create an analysis platform that allowed marketing strategists to easily extract qualitative campaign insights — and proactively pitch new activities based on timely signals.
Creative Strategists
Production Managers
Campaign Producers
Account Managers
Clients
Hosting product vision sprints, experience workshops with teams and executives, and research interviews with numerous user types, we knew that our AI experience needed to be lightweight — and more importantly trust worthy. Output needed to have human validation to ensure our strategists had confidence in the recommendations and so our clients could trust us.
AI design for accuracy and trust.
Embedding validation features into our generated reports — particularly for sentiment analysis — was an essential user story for Vera. Not only did we design the experience to enforce report checking, but name tagging allowed teams to adopt a collaborative workflow.
