Hoopoz
A web platform that uses AI to monitor video content across social media — tracking brand mentions, sentiment, and ad compliance in real time. My job was to make its growing feature set feel like one calm product instead of a stack of dashboards.
Real-time video intelligence, built for brands
Hoopoz is an AI-powered analytics platform. Under the hood, the product does a lot — video cue detection, creator cohort matching, live social monitoring — but the core users are brand managers and marketers who need clear answers, not model configuration.
I was hired to redesign the platform and improve the experience: reworking the interface so brands could navigate analytics, reports and compliance tools without getting lost in a forest of data.
Data-heavy doesn't have to mean data-messy
The original product had grown organically — every new feature shipped as its own surface, with its own logic and its own navigation. By the time I came in, the user had to learn five different ways to see similar data.
The goal wasn't to rebuild the AI. It was to give the product one calm voice — a single visual and interaction language that made the analytics, reports and compliance tools feel like one product.
Stick to the brand book. Ship clarity.
Brand colors as a constraint, not a canvas. Hoopoz had an existing brand identity — confident purples, a friendly wordmark, warm accent colors. I committed to the brand book rather than fighting it, using those palettes to give the data dashboards warmth instead of the default SaaS sterility.
Clarity and flow over feature density. Every redesigned screen was built around the "what is the user actually trying to learn here?" question. The left rail became the navigation spine. The content column became a single flowing read. Visual density dropped; information clarity went up.
Insights you can act on in seconds
The Insights dashboard surfaces a brand's creator and mention health at a glance: how many creators are producing content, how many mentions came through, the mix of mention types and a time-series showing the trend.
The details are there for anyone who wants to drill in — but the answer to "is this working?" lives above the fold.
Sentiment, search, and compliance — same language
I redesigned the sentiment analysis and search result views alongside the main dashboard so they inherit the same typographic scale, spacing rhythm and navigation pattern. Brand teams stop learning the product and start using it.
A cleaner, more usable Hoopoz
The redesigned surfaces — dashboard, search, sentiment analysis — were handed off to the Hoopoz internal team, who took over development for the build-out. The goal wasn't to produce polished mockups; it was to give the engineering team a product direction that scales with whatever features come next.