02 — Mobile · iOS · Android
XLEY Creator App
A live influencer platform redesigned from scratch. Rs. 3cr+ in creator payouts.
The Problem
The XLEY Creator App was live before I joined. Creators were using it. Campaigns were running through it.
But the app's most important function, campaign execution, required creators to leave the app to do the actual work. Accept a campaign inside the app, then head to WhatsApp or email to coordinate delivery with an agency contact. Three stages of delivery, all managed outside the product built to manage them.
The app had the right features. The experience holding them together needed a rethink. I redesigned it from scratch. New design language. New information architecture. New flows.
My Role
Sole Product Designer, end to end. Owned the complete redesign from design language and component system to every individual flow across the app. Oversaw handoff and build on a live product with active users.
Constraints & Context
Live Product
Real users were mid-campaign during the redesign. Every decision had an immediate impact on people actively using the app.
No Prior Foundation
No design system, no documented flows, no component library. Everything built from zero while the product continued shipping.
Two-Sided Dependency
The app is one side of a two-sided platform. Changes to creator-facing flows ripple directly into brand-facing experiences on the dashboard.
Ongoing Engagement
No defined end date. Continuous design leadership on a live consumer product on iOS and Android.
Research & Discovery
The campaign execution flow was broken at a structural level, not a visual one.
Three things needed to happen for a creator to complete a campaign: submit a script for approval, submit content for approval, share the live link. Each step involved back and forth with an agency contact, outside the app, with no single place to see what was approved, what was pending, and what came next.
The question was not how to make the existing flow look better. It was how to make a compliance-heavy, multi-step delivery process feel natural to someone whose primary relationship with their phone is creative, not administrative.
Campaign execution flow — three stage delivery framework: Script, Content, Live Link. All managed within a single unified screen.
Key Decisions
Model campaign execution on project delivery. I restructured the execution experience around a three-stage delivery framework: Script, Content, Live Link. Each stage has its own approval state. A creator moves through all three within a single unified screen — a two-way communication and submission interface that keeps the brand, the agency, and the creator in the same context at all times. The work now happens where the campaign lives.
Gamify performance with a leaderboard. I integrated a view-based leaderboard within each campaign. Micro and nano creators are building their careers on this platform. Giving them a ranked performance signal motivates delivery quality and creates a sense of shared investment in campaign outcomes.
Make the media kit effortless. A creator's media kit is their professional identity. I designed a one-tap generation flow: the platform fetches available social data, auto-populates the kit, and gives the creator an editable, shareable document. What used to take hours now takes one button.
Give creators accurate pricing power. The cost estimator pulls a creator's real reach data and generates accurate per-deliverable pricing. Micro and nano creators are the most likely to undercharge. The tool gives them a data-backed number to stand behind in every negotiation.
Creator dashboard — campaign discovery, application status, and active campaign management in one view.
What I Rejected & Why
Rejected: Keeping the WhatsApp and email coordination workflow and designing around it.
Why: Building a better notification system for an off-platform process would have improved the symptom, not solved the problem. The execution had to move entirely inside the app. Anything less was optimising the wrong thing.
Media kit generation — one tap pulls social data and auto-populates the creator profile. Editable and shareable instantly.
Solution
Campaign leaderboard — view-based ranking within each campaign. Gives creators a performance signal to reference when pitching future brands.
Cost estimator — pulls real reach data to generate accurate per-deliverable pricing. Gives micro and nano creators a data-backed number to stand behind.
Rs. 3 crore in lifetime creator payouts facilitated through the platform.
Live on iOS and Android, actively used across campaign types.
Creator feedback on the redesigned execution flow was clear: the shift from a fragmented, off-platform process to a structured in-app delivery system was immediately felt.
The app now has a clear hero function. Campaign execution. Any creator can navigate it without friction.
What I'd Do Differently
I would have built structured creator research sessions into the process from the start. The positive feedback was real but informal. A continuous feedback loop would give future design decisions an evidence base rather than relying on sentiment alone.
The onboarding experience also deserved more dedicated attention earlier. Getting a creator from download to first campaign application is the most critical conversion moment in the app. It needs its own design treatment.