Fohr's Creator Platform

At Fohr I led design across the full creator platform, shaping the product vision, building the design system, and guiding a complete modernization of the company’s main digital experience. The goal was to evolve Fohr into a scalable, multi-sided platform that connects brands and creators in a clear, fair, and data-driven way. My work supported both sides of the marketplace while helping the company transition from agency-driven processes to a stronger product framework. The platform serves creators, brand managers, and internal teams. Every user has different needs and workflows, and the challenge was to unify them into one system that feels cohesive. I partnered closely with engineering, leadership, and the insights team to deliver an experience that improved discovery, communication, and overall performance. — Customer Problem Creators lacked a clean, reliable space to present their work. Their profiles were often scattered across media kits, screenshots, and outdated links. Self-reporting was inconsistent and hard to verify. Brands needed better tools to find the right creators, review audience quality, and track campaign performance. The process was highly manual and filled with friction for both sides. — Business Problem Fohr needed a modern platform that matched the scale of their industry reputation. The existing system was dated and fragmented. Internal tools did not support the company’s growth, and brand clients wanted deeper insights, better filters, and faster workflows. The product needed to move from one-off campaigns to an ecosystem that supports long-term relationships and data-driven decisions. — Goal Design a unified creator ecosystem that improves trust between brands and creators, reduces manual work across internal teams, and allows the platform to grow in a scalable and measurable way. Elevate the user experience, strengthen the brand, and create a foundation for future product expansion. — Understand I led deep research sessions with creators, brand teams, and internal stakeholders. We mapped their workflows and identified pain points that slowed everything down. Key insights emerged: • Creators wanted a clean, professional place to showcase work • Brands wanted higher quality matches and transparent data • Internally, the team needed a platform that reduced operational overhead Understanding all three groups helped define a system that balanced their needs without overwhelming any of them. — Define With clarity around user goals, I built a product framework that centered around three main pillars: 1. Creator Profiles Clean, trustworthy, easy to update. Strong visuals. Verified metrics where possible. 2. Brand Discovery Advanced filters. Audience insights. A faster path from search to shortlist. 3. Campaign Collaboration Streamlined communication. Clear deliverables. A single source of truth for performance. This structure gave us a roadmap for initial features and helped the team prioritize what mattered most. — Create & Test I redesigned the platform end to end. Every page, component, layout, and interaction was rethought to improve clarity and usability. I created a scalable design system that unified the visual language and supported fast delivery. Examples of design work: • Updated navigation built around primary tasks • A clean card layout for creator discovery • Modernized profile pages with real metrics and audience quality • Consistent UI patterns that improved speed and reduced friction • Color, spacing, and typography choices that elevated the entire brand I partnered closely with engineering and met weekly with leadership to review progress, align priorities, and validate direction. We moved fast and kept shipping. — Results The new platform presented Fohr as a modern, product-driven company. Creators saw immediate value in the updated profiles. Brands found better matches faster. Internal teams moved through workflows with more clarity and fewer repetitive tasks. The redesign reinforced Fohr’s identity in the market and set the foundation for future growth. The improved experience helped support new services, deeper analytics, and a stronger ecosystem overall.