UUUM
BLUUUE (Full Application)
Role: Lead Product Designer, Front-end Developer
Timeline: 1 Month
15 minute read
Who is UUUM?
UUUM is the leading influencer management agency in Japan, supporting creators across multiple social networks and media platforms with talent management, brand partnerships, and content strategy services.
What is BLUUUE?
BLUUUE is a web application designed to help UUUM's creator managers navigate the complex Twitter Amplify application process through guided workflows and centralized progress tracking.
🤓 Case Study TL;DR
Creator managers couldn't navigate Twitter Amplify applications due to unclear requirements and chaotic spreadsheet tracking of 100+ applications, causing rejections, delays, and contract cancellations as creators sought better management. We created a guided web application with step-by-step workflows, checklists, and centralized tracking that replaced spreadsheet dependency. This reduced rejection rates by over 50%, transformed slow spreadsheet workflows into instant status tracking, and restored creator trust through professional progress sharing, enabling managers to deliver reliable application management.
Understanding the problem
Content creators and their managers could not successfully navigate the Twitter Amplify Publisher Program application process due to unclear requirements and missing documentation. This caused application rejections and 1-2 day delays waiting for knowledgeable staff or Twitter support responses to answer basic questions. Over 100 applications were managed across multiple spreadsheets by different people without guidelines or coordination. The spreadsheet approach had become unsustainable due to the volume of applications and data requirements. This operational chaos caused creators to lose trust in their management, leading to contract cancellations as creators sought other companies to help manage their content.
Solution Overview
We created a comprehensive guided web application for creator management that walked creator managers step-by-step through the Twitter Amplify application process with clear explanations, checklists, and validation, breaking complex requirements into smaller, manageable steps with real-time status tracking. Managers can now view all their creator applications in one centralized dashboard, seeing each application's status and current stage, completely eliminating spreadsheet dependency and providing organized oversight of the entire application pipeline.
Below: Slide containing screenshots of the final product
Key Research Insights
Design Process Highlights
Process Flow Analysis & Visual Guidance Strategy
By analyzing the existing workflows we were able to get a better sense of what features were necessary in order for the tool to integrate smoothly into the existing team processes. Based on this understanding, we also created a visual guidance system using progress step indicators and color-coded statuses, making the complex application process more intuitive and reducing dependence on text-heavy instructions.
Seamless Interface Integration
The application process required handling both internal company administration tasks and external Twitter application stages. To address this complexity, we prioritized creating a unified tool that combined both workflows into one seamless interface, rather than forcing managers to switch between different systems or processes.
Why this mattered:
The flow chart analysis ensured the tool would integrate smoothly into existing workflows, while visual cues addressed manager confusion with process steps. The integrated interface eliminated workflow fragmentation that contributed to inconsistent processes across the team, transforming a chaotic, multi-system experience into a guided, unified workflow.
Impact & Results
Dramatic Improvement in Application Success
Rejection rates due to insufficient requirements were cut by more than half, as the guided process with clear explanations and checklists ensured managers included all necessary details and documentation.
Massive Time Savings & Operational Efficiency
Application status checks that previously took 10+ minutes loading spreadsheets now complete in under a minute, eliminating productivity bottlenecks and allowing managers to provide real-time updates to creators.
Enhanced Professional Credibility
Managers gained creator trust and confidence by sharing progress through a professional platform instead of messy spreadsheets, strengthening client relationships and reducing the risk of contract cancellations.
Improved User Experience & Adoption
Managers expressed gratitude for the guided process, praising its ease of use and quick adoption. The tool significantly reduced questions from new managers, enabling faster onboarding and consistent process execution across the team.