A unique digital appearance for the Scrunch platform

Scrunch is an influencer marketing platform that aims to empower brands and agencies to search, connect, negotiate, and collaborate with influencers for campaigns. Scrunch also aims to provides varying degrees of campaign management, educational and reporting capabilities.


UX Designer


February 2020 - August 2021


Empower influencer marketing campaigns

My Role

I wore three hats while building this product. It was a time of intense learning concerning business strategy and identity at Scrunch. Here are my roles in this project:


Working in intense collaboration with founders from various industries, scheduled weekly planning meetings and follow-ups to understand business/user requirements, defined priorities and understanding product goals.


Using design methods and co-creation workshops to identify opportunities and then transform them into easy to use solutions. Created an interface design and further collaborated with an engineering team, to develop the product in regular sprints.


Business requirement gathering, user interviews, brainstorming, wireframing, interactive design, rapid prototyping,  usability testing, cognitive walkthroughs.

The Context

Scrunch is a data-driven Influencer Marketing platform with one of the largest influencer databases. Scrunch primarily focuses on connecting Brands and Agencies for their marketing campaign

The platform aims at removing the fuss from collaborations and guarantees maximum ROI for brands, agencies, and influencers using data-driven insights to make marketing magic.


I work from Mumbai, India while Scrunch is based out of Brisbane, Australia. Collaborating with people that are continents apart is super fun but also challenging.

A moment of remote collaboration with our cross-functional team

Design Challenge


Scrunch is visibly a well-established platform with over 20 million profiles and billions of data points growing since 2013. Knowing that Scrunch has an expansive repository of influencers, I had to devise a solution that best represented their data in a way that is tasteful and usable. Clearly structuring this data was key, such that brands/agencies can easily connect with the best-fit influencers for their campaigns.


Not only does the platform drive collaborations between influencers and agencies, but it also aims to educate influencers and agencies through their online program - Scrunch University. The site they had initially wasn’t quite aligned with the brand's ideals -

01  Zestful

02  Structured

03  Informative

All influencers result page

The Preparation

Scrunch previously worked with a design agency for their initial setup. I was brought into the picture much down the road when the stakeholders wanted to revive their brand identity and better the app’s usability. At this point, my goal was to identify the possible gaps missing pieces.

My strategy was to get all the knowledge transferred from the previous agency. Alongside connecting with the sales and customer service team to get myself well-acquainted with the needs and frustrations of Scrunch’s userbase. This gave a concise view of the grey areas. On knowing the points missed out or incorrectly posed, I could now map my sprint journey to confidently tackle them.

Adapting to The Process

I optimized the sprint week, deciding to kick off on Monday, as we had different time zones. Also, I combined the ideation and decision phases on Tuesday, concentrating two days on prototyping. Thus we'd have a more complete prototype to bring more insights and a clearer path to follow. Based on the testing and feedback, I could then go back and iterate on the last day, before getting on with the loop again.

Why do we need to adapt?

Why do we need to adapt? Projects are different by nature - different contexts, users, and businesses. I believe that if we apply the same process for every problem, then there is a fear of missing out on important points or doing busy work.

The five-day design sprint



01  List of Sprint Goals

02  Expert Interview

03  How Might We's

04  Affinity Mapping


Ideate & Design

01  Problem Overview

02  Brainstorming Session

03  Crazy 8's

04  Solution Sketch

Wednesday - Thursday

Storyboard & Prototype

01  User Journey

02  Storyboarding

03  Rapid-Prototyping


Test & Iterate

01  Usability Testing

02  Feedback

03  Iteration

A thorough understanding of the issue and iterative ideation, in my opinion, is the most valuable way to design functional solutions.

A big shared brain (HMW's) being created in one of the co-creation sessions

The Sprint

Besides planning, and facilitating in the interviews, I was responsible for nurturing collaboration with the stakeholders

List of Sprint Goals

Through a list of sprint goals, one can rephrase assumptions and obstacles
into questions. This enables me to think of solutions in terms of sketches, storyboards, and prototypes

Sprint goals from one of our weekly activities

The Visuals

The majority of my visual design work centered around crafting a familiar and delightful experience for our users. The design direction was based on earlier market research. The new brand visuals aimed on uplifting our platform and give it a new personality.

User Testing

I created a semi-structured user-testing script with testing scenarios based on each week's tasks to guide the testing sessions with users. The success metrics were success/failure rates to perform each task of the script. I remotely conducted user testing sessions with the client's known user base and used the feedback to reiterate screens. Here's indeed a downside that I explain in the Learnings & Insights section below.

From A
Recent Session

During the testing phase of a new feature roll-out, I came across a point that wasn't taken into consideration previously.

Most social media users these days have multiple handles. However, when initially designed the tab for social media profile claims, I did so taking only one account per person into consideration. Quickly then, I added a button to allow users to verify and claim multiple profiles on various platforms. Here's how we approached the problem earlier and the final screens post user testing:

Initial Profile Claim Version (Only one profile could be claimed per account)

Final Profile Claim Version (Multiple profiles could ba claimed par user)

Post Design Sprint

After the Sprint we had the iteration week, where I improved the prototype to be retested with users. Then we defined the roadmap for the MVP and prioritized the backlog.

The stakeholder, engineers, and I collaborated in two-week iterations (scrum process), we built the MVP with the core experience in three months. From then till now, we run weekly Iterations which helps us to improve existing features or to introduce new ones.

Snapshot of our notion board from one the weeks

Learnings and Insights


With visitors coming in from more than 100 countries daily, I would like to reach out to people from various demographics, right now we are only focusing on our main user demographics i.e USA, China, Australia, and India.


Our A/B tests ran for a couple of weeks. And, If given more time, we could better analyze the most suitable layout for our users.


increase in trial conversion rate

Scrunch observed a 56.46% increase in sign-ups from the 7 day free trial to the paid plans.

month-on-month traffic growth

When compared to the prior website, Scrunch received 186% more visitors each month.

system usability
scale score

User averaged a score of 69.5 on the SUS questionnaire.


Team collaboration and chat application