Harpal Singh

Social graph data mining at scale

The early pioneers of social graph data mining, Volvant, hired me to design a complex product that's part data visualisation tool and part campaign builder. It's the first tool of it's kind to facilitate integrated marketing campaigns connecting HTML5, social web, mobile and tablet devices.

blue-bg.png
volvant-logo.png

I was part of the core team of early stage seed-funded startup, Volvant, and worked in the capacity of Product Manager & Head of Design with hands-on design involvement. It was incredibly fun and challenging to work alongside CEO and the remote technology team from the inception stage to launching the startup and gaining early B2B customers.

Our premise was based on the fact that brands were trying to generate clicks and sales via social channels in a completely wrong way by forcing people to "LIKE" them for special offers and then spamming their feed to reach out to their friends. It all looked a bit rude, insincere and... well, antisocial.

We firmly believed that long-term engagement with customers will be based on trust-based relationship and reaching out to the right target audience in first place instead of anyone and everyone you can talk to.

I designed an arsenal of operational and business intelligence tools for Volvant that covered:

  • Cross-platform campaign management like contests, sweepstakes, coupons, deals, rewards and incentives

  • Visualising how campaign is spreading, identifying the influencers and narrowing down the right target audience

  • Targeting audience through social graph data mining who have opted-in (no spamming)

  • Delivering customised message based on the opt-in channel like post to Facebook, email, QR codes in store, Foursquare check-in etc.


Results

The app was successful in resolving the needs of many large corporations, who would earlier need to put together a team of developers and lawyers because of the technology infrastructure, legal terms of service, privacy issues, opt-ins/out, analytics, campaign set-up, and all apps had to be custom built.

During my tenure, the few brands who signed up for the paid beta version ran successful campaigns and ended up becoming long-time partners.

The product was later rebranded to "Bolzter" and acquired by Gravity4 - AI marketing cloud leader sometime ago.
 

 
The User Centered Design process defined and followed for Volvant.com, bubbles highlight the size of design activity

The User Centered Design process defined and followed for Volvant.com, bubbles highlight the size of design activity

 
Screenshots from user survey conducted to test the questions before launching a full-blown survey

Screenshots from user survey conducted to test the questions before launching a full-blown survey

 
Photos of remote collaboration sessions from home office

Photos of remote collaboration sessions from home office

 
Screenshots from Axure prototype

Screenshots from Axure prototype

 
Product requirements document

Product requirements document

 
Screenshot from working version of the app. It was designed directly in the browser.

Screenshot from working version of the app. It was designed directly in the browser.

 
Dashboard screenshot from working version of the app. It was designed directly in the browser.

Dashboard screenshot from working version of the app. It was designed directly in the browser.

What I did for Volvant

Strategy & Execution

  • Product vision and roadmap
  • Business strategy
  • Go-to-market strategy
  • Market research and competitive landscaping

Design & Research

  • Hands-on UX design work for all projects
  • Data visualisation & UI design
  • Wireframing and user journeys
  • Clickable prototypes
  • User interviews with marketing professionals in UK & Europe

Behind the Scenes

  • Remote working with distributed teams in Palo Alto, Moscow, Budapest and London
  • Product pitching and demos
  • Preparation for Techcrunch Disrupt and other startup competitions
 

Year: 2011
Engagement period: 7 months
Industry: Digital Marketing & Advertising

Have a project for me? Get in touch →

 
blue-bg.png
cgreen-bg.png