Product & Platform
Project Beacon
Brandfeed was a sophisticated dashboard designed by Hill Holliday’s Project Beacon team for social strategists. Brandfeed addressed the need for a tool that could track and analyze the effectiveness of social media campaigns in real-time. The platform primarily targeted Facebook and Twitter campaigns, providing actionable insights to optimize advertising spend.
Overview
- 01 / Problem
- BrandFeed was a working SaaS tool that analyzed brands' Facebook posts for clients like Dunkin' Donuts and Great Wolf Lodge. Every post card showed about twenty numbers with no hierarchy, so nothing was findable.
- 02 / Approach
- The metric grid gave way to a six-figure executive summary, with detail behind a path: search, select, analyze, report. The backlog was user stories with MVP calls, negotiated line by line against developer notes.
- 03 / Outcome
- Six designed screens and a prioritized, estimated backlog. Every number in the archive is client data or comp content, not a result.