Helping Social Media Managers Streamline Campaign Planning and Performance Insights
A content analytics and planning platform designed to help boutique agencies and freelance marketers manage multiple clients, track content performance, and make smarter creative decisions - all in one place.
The Social Media Chaos
Social media managers working with multiple clients often face chaotic, fragmented workflows. Each client has its own voice, goals, and performance expectations - spread across spreadsheets, scheduling tools, ad managers, and scattered communication channels.
Many spend their days jumping between tabs, guessing what content worked, and struggling to brief designers and writers without a clear strategy in hand.
How might we simplify that?
Turning Chaos Into Clarity
While tools like Meta Ads Manager or Sprout Social offer data, they rarely translate it into actionable insights. And they definitely don’t solve the daily chaos of managing campaigns across brands, platforms, and creative teams.
I saw an opportunity to:
Centralize campaign data and performance metrics by client
Surface real-time insights and top-converting content
Use AI to suggest content ideas and captions in the right tone
Streamline creative collaboration and approval flows
From Research to High-Fidelity: My Design Journey
I led the end-to-end product design process - from research, UX flows, and low-fidelity sketches to high-fidelity UI, prototyping, and user testing. I also facilitated interviews with agency-based social media professionals to validate concepts and usability.Research
Research Goals
• Understand what slows down social media managers who handle multiple accounts
• Identify patterns in how they plan, collaborate, and measure success
• Explore the gaps in current tools and analytics platforms
I interviewed a diverse set of users:
• Freelancers and student creators managing their own content
• Small business owners juggling content with limited resources
• Content coordinators inside fast-paced teams
• Social media managers in boutique agencies
• Senior strategists in large firms overseeing multiple brands
Core Pain Points Identified
Decision fatigue - Constantly switching between platforms, tools, and brand tones led to creative and mental exhaustion.
Tool fragmentation - Users were using 4–7 tools daily (Google Sheets, Slack, Meta Business, Notion, etc.), which slowed down workflows and caused confusion.
No clear “what worked” view - Users had performance data, but lacked clarity on why a piece of content performed well (or didn’t), leading to guesswork in future planning.
Unclear creative direction - Many users struggled to brief designers or writers without a strategic anchor, leading to delays and rounds of revision.
Client pressure without proof - Managers often found it hard to justify content performance or show ROI in ways clients could understand.
Lack of competitive perspective - No easy way to see what similar brands were doing, or how to differentiate content strategies.
These insights helped shape the journey mapping and informed our “How Might We” questions.
Crafting a Tool That Cuts Through the Chaos
I started by mapping the emotional and functional journey of social media managers throughout their workflow - from content planning to publishing and post-performance analysis.
Across the board, users described feeling overwhelmed, distracted, and time-starved - particularly when switching between client voices and pulling together campaign performance manually.
We used this to define a set of How Might We questions:
How might we reduce the time from insight to action?
How might we make content strategy recommendations feel personal and data-driven?
How might we support better collaboration between team members?
Ideation & Sketching
Initial sketches explored:
Timeline-based campaign tracking
Post performance overlays (what worked and why)
Drafting tools with smart AI prompts
A creative tracker to manage ideas, briefs, and feedback
We tested multiple layouts to keep things lightweight and focused - even with a high volume of content and accounts.
Wireframing & Iteration
Low-fidelity prototypes helped validate:
Cross-client dashboard filtering
AI caption generator with brand tone toggles
Post scheduling pipeline
Visual indicators for top-performing formats
Feedback from early users led to major improvements in clarity, filtering options, and how data is grouped and labeled.
Turning Insights Into Action
The final platform includes:
Unified Campaign Dashboard
One place to view impressions, clicks, conversions, and engagement - grouped by client, campaign, or platform.
Content Intelligence
Quick insights into what’s performing, with visual cues and breakdowns by format, platform, or audience segment.
AI-Powered Assistance
Content suggestions, caption drafts, and tone toggles help speed up the creative process - without losing brand authenticity.
Key Metrics Dashboard
A centralized snapshot of campaign performance across formats, platforms, and audiences. helping social media managers make data-backed decisions without jumping between tools.
Performance Review Dashboard
A dynamic monthly overview that tracks campaign KPIs, benchmarks progress, and recommends creative actions based on real-time results. empowering teams to optimize content timing, formats, and conversion strategies - all in one place.
Competitive Explorer
Analyze what competitors are running, which hooks and formats they use, and what’s getting the most engagement.
KPI & Looking Ahead
As someone with hands-on experience working in creative agencies and performance marketing teams, I’ve personally seen how hard it is to balance creativity with clarity.
Most media managers master one platform (like Meta or TikTok), but lack the tools to confidently scale across others. This platform helps bridge that gap by showing what works, why, and how to replicate it - even across brands.
Future KPIs to measure impact:
Shorter time from performance data to content decisions
More confident creative planning across platforms
Increased use of AI features for ideation and captioning
Better performance using competitor benchmarks
Reduction in tool-switching and briefing overhead
Final Thoughts
This isn’t just a tool - it’s a strategy partner.
By focusing on the real needs of content professionals - speed, clarity, and impact - this product helps marketers reduce chaos, improve results, and feel confident in their creative direction.