Vyrill

As the head of design in an early startup, I shaped Vyrill's core product and go-to-market strategy. From conducting foundational research to designing key features, I helped build a video analytics platform recognized by Forrester and Gartner as a top "cool vendor."

Licensing Chat Feature Research & Design

As part of Vyrill's expansion into video content licensing, I led the UX research initiative to design a seamless chat-based workflow that would connect brands with video creators. This research informed my design and development of Vyrill VIP (Video Influencer Platform), enabling brands to discover, license, and collaborate with content creators:

The Challenge

Brands lacked an efficient way to discover and license user-generated video content from influencers. The process was fragmented—requiring multiple tools for discovery, communication, and deal negotiation—leading to lost opportunities and wasted time.

The Research Methodology

Audience Segmentation & Persona Development

Enterprise Brands (e.g., L'Oréal)

  • Seeking cost-effective, high-ROI influencer partnerships

  • Need authentic content without sacrificing brand safety

  • Question: "Does the influencer retain creative freedom?"

Small/Indie Brands

  • Desperate for UGVC but lack production budgets

  • Easy targets for sales, represent future of DTC marketing

  • Primary concern: Affordability

Influencers (Micro/Macro/Celebrity)

  • Micro-influencers: Accept product payment, highest engagement, need coordination

  • Worry about audience authenticity loss through over-promotion

  • Seek fair compensation while maintaining creative control

Competitive Analysis

I analyzed 10+ competitor platforms to identify gaps and opportunities:

Key Findings:

  • FameBit: Strong YouTube creator matching but platform-limited

  • HypeAuditor: AI-powered bot detection, quality-over-quantity focus

  • NinjaOutreach: Best-in-class CRM and relationship tracking

  • Buzzoole: Advanced AI for brand-creator affinity matching

  • Traackr: Excellent campaign standardization and measurement

View Research Deck

Key Research Insights

1. The Communication Gap

Built-in chat closed a critical workflow gap—brands could discover, negotiate, and manage influencer relationships in one place.

2. Engagement > Followers

Research revealed that micro-influencers (10k-25k followers) drive 3.8% engagement vs. 2.0-2.7% for larger accounts. Competition posts perform 20% better than standard product promotions.

3. Authenticity Matters

Brands needed confidence in influencer quality. Solution required:

  • AI-powered audience quality scoring

  • Bot and fake follower detection

  • FTC compliance education

Design Implications & Features

I recommended and helped design:

For Brands:

✓ AI-Powered Discovery - Find influencers using video content analysis
✓ Built-in Chat - Negotiate licensing terms in-platform
✓ Campaign Briefs - Standardized creator requirements
✓ Team Collaboration - Bookmark and share influencer profiles
✓ Total Reach Calculator - Instant campaign potential visibility

For Influencers:

✓ Profile Dashboard - Showcase content and engagement metrics
✓ Rate Guidance - Transparent pricing benchmarks
✓ FTC Education - Built-in compliance guidelines
✓ Campaign Marketplace - Browse and bid on brand opportunities
✓ Collaboration Tools - Partner with other creators

Platform Design & Key Screens

Based on research, I designed Vyrill VIP's dual-sided marketplace, enabling influencers to monetize content and brands to discover, license, and track video performance.

Influencer Experience

Influencer Dashboard

Personalized Onboarding & Dashboard

Designed an intuitive dashboard that guides influencers through profile optimization while immediately showing monetization potential. The interface balances educational prompts with clear calls-to-action.

✓ Profile completeness tracker – Gamified progress indicator encourages full profile completion

✓ Earnings calculator – Shows real-time revenue potential based on unlicensed videos

✓ Contextual tips – Smart notifications guide users to high-value actions

Communication

Built-in Messaging System

Research revealed that fragmented communication was a major pain point. I designed an integrated messaging system that keeps all licensing negotiations in-platform, reducing friction and abandoned deals.

✓ License request notifications – Real-time alerts when brands express interest

✓ Threaded conversations – Organized by video/campaign for easy reference

✓ Action prompts – Clear next steps to move deals forward

Video Management

Video Analytics & Licensing Hub

This screen showcases Vyrill's proprietary AI-powered video analysis—the patent-pending technology that differentiates the platform. Influencers see how brands will discover and evaluate their content.

✓ Vyrill DATA visualization – Brand Safety, Sentiment, Diversity, and Disparity scores

✓ Performance metrics – Standard YouTube stats plus proprietary insights

✓ Licensing controls – One-click access to edit video details and availability

✓ Brand & product tags – Auto-detected by AI, editable by creator

Analytics

Portfolio Performance Dashboard

Designed comprehensive analytics that help influencers understand their entire video portfolio at a glance—key for making strategic decisions about which content to license and promote.

✓Aggregate metrics – Total likes, views, comments across all videos

✓Trend indicators – Growth signals show momentum and opportunity

✓Content quality scores – Brand Safety, Sentiment, and Diversity metrics

Match Metrics Configuration

Influencer Onboarding & Profile Setup

Designed an intelligent matchmaking system that helps influencers optimize their discoverability. Influencers select their archetype (Disrupter, Lifestylist, Expert, etc.), vertical, categories, and featured products—all used by Vyrill's AI to connect them with relevant brands.

✓ Influencer archetype taxonomy – Eight personality types based on competitive research (Disrupter, Thought Leader, Lifestylist, etc.)
✓ Dynamic category selection – Auto-suggest for verticals, categories, and products with type-ahead search
✓ Custom Vyrill domain – Influencers claim branded URLs for professional portfolio pages
✓ Match optimization – System uses selections to connect creators with relevant brand opportunities

Licensing Workflow

Video Annotation & Licensing Modal

Streamlined the licensing workflow with a comprehensive annotation interface. Influencers set licensing terms, add metadata, and manage video details—all in one modal. This reduces friction and keeps users in their flow.

✓ AI-assisted sponsorship detection – Toggle with Vyrill's prediction to quickly tag sponsored content
✓ Event tagging system – Tag videos for seasonal campaigns or special events
✓ Product and brand tagging – Auto-complete fields help categorize featured items
✓ Flexible licensing controls – Set price and duration (monthly/yearly) with one-click save
✓ SEO-optimized descriptions – Built-in text editor for video metadata and discoverability

Brand Experience

Brand Dashboard

Demographics & Diversity Insights

This screen showcases the patent-pending technology I helped conceptualize: AI-powered demographic analysis of video content. Brands can instantly see representation gaps and opportunities in their video libraries.

✓ Demographic breakdown – Age, gender, ethnicity distribution across videos

✓ Diversity scoring – Quantified metrics for representation and inclusion

✓ Actionable insights – Identifies underrepresented audiences and market opportunities

✓ Brand safety monitoring – AI flags questionable content for review

Discovery & Filtering

Advanced Video Library & Filtering

Research showed brands needed sophisticated filtering to find the right content quickly. I designed a multi-dimensional filter system that lets marketers search by demographics, sentiment, topics, and more.

✓ Multi-criteria filtering – Date, trending status, verified creators, sponsored content

✓ Topic & scene detection – AI-powered content categorization

✓ Brand & product search – Find videos featuring specific brands or product categories

✓ Saved searches & notes – Team collaboration features for campaign planning

Brand Discovery Experience

Influencer Grid View with Advanced Filtering

Created a visual discovery interface for brands to browse influencers efficiently. The card-based layout shows key metrics at a glance, with expandable filters for deep customization based on demographics, engagement, and content type.

✓ Vyrill Verified badges – Visual indicators for opted-in, authenticated creators
✓ One-click chat initiation – Built-in messaging reduces outreach friction
✓ At-a-glance metrics – Recent activity, subscribers, videos, and views on every card
✓ Advanced filter sidebar – Date range, trending status, verification, sponsorship, and contact filters
✓ Team collaboration tools – My Notes system with favorites, flags, and annotations for coordinated outreach

Brand Intelligence Dashboard

Brand Profile with Influencer Network Analytics

Designed a comprehensive brand dashboard showcasing the patent-pending diversity analytics feature. Brands see their influencer network composition and can identify representation gaps or opportunities—a unique differentiator in the market.

✓ Trending influencers carousel – Highlights top-performing creators currently working with the brand
✓ Network diversity visualization – Aggregate scores for Age, Gender, Ethnicity across all brand influencers
✓ Sponsored tracking – See percentage of influencers currently in paid partnerships
✓ Actionable insights – Visual indicators show representation strengths and gaps
✓ Quick navigation – One-click access to influencer profiles, videos, and brand imagery library

Product Tracking & Competitive Intelligence

Enterprise Account Management - Product Tracking

For enterprise brands, I designed a product tracking system that monitors mentions of their products AND competitor products across all video content. This intelligence helps brands understand share of voice and identify partnership opportunities.

✓ Own-brand product tracking – Monitor which influencers feature your products organically
✓ Competitor intelligence – Track competitor product mentions for market insight
✓ Quota management – Clear visibility into account usage (39/50 searches)
✓ Admin request system – Built-in escalation for account changes or upgrades
✓ Hierarchical organization – Products grouped by brand for easy navigation

Patent-Pending Innovation

Title of Invention: System for Detecting and Visualizing Demographics, Diversity and Disparity in User-Generated Videos

In July 2019, I contributed to Vyrill's provisional patent for groundbreaking AI technology that analyzes demographic representation in video content—a first-of-its-kind solution in the marketing analytics space.

This innovation enables brands to:

  • Understand representation – See who's featured across their entire video library

  • Identify market gaps – Discover underrepresented audiences and untapped opportunities

  • Improve diversity – Make data-driven decisions to build more inclusive campaigns

  • Quantify impact – Track diversity scores (Age, Gender, Ethnicity) with measurable metrics