A data-driven platform for modern gaming influencer marketing.
Designing an all-in-one marketing system for a fast-moving industry
Buffmaker is a data-driven influencer marketing platform built specifically for the gaming industry. The product integrates data from Steam, Twitch, and YouTube to eliminate guesswork from influencer discovery, campaign planning, and performance analysis. Its core promise is simple: enable marketing teams to move faster and more reliably by replacing fragmented tools and manual research with one coherent system.
I worked closely with the founding team to design a complex SaaS platform that supports both creative and analytical workflows. The engagement combined product strategy, UX research, and hands-on design to transform large volumes of raw data into clear insights and actionable decisions. The focus was not only on feature delivery, but on building a scalable system capable of adapting to the rapid evolution of the gaming market.
A unified platform for gaming-focused marketing teams
Buffmaker serves a wide range of users across the gaming ecosystem, including publishers, marketing teams, agencies, indie developers, streamers, influencers, media groups, and community managers. The platform supports two primary user paths: a PR-focused workflow and an analytics-driven campaign workflow.
On the PR side, users can create press releases, manage press kits, operate newsrooms, and monitor media coverage. On the analytical side, Buffmaker provides influencer discovery and vetting, end-to-end campaign management, real-time Twitch and YouTube chat monitoring, video and stream analysis, and performance reporting powered by AI-driven recommendations. Together, these capabilities form a single ecosystem for planning, executing, and optimizing gaming marketing campaigns.
Setting a new standard for gaming marketing platforms
The primary goal was to design a comprehensive SaaS platform that could become the default marketing tool for the gaming industry. This required creating a product flexible enough to serve very different user groups, yet structured enough to remain intuitive despite its feature complexity.
Key objectives included building a differentiated product that responds quickly to market changes, simplifying highly complex analytical workflows into accessible insights, and ensuring the interface could compete visually and functionally with leading SaaS products on the market. From a business perspective, the challenge was to balance depth and power with usability, enabling users to focus on creativity and strategy rather than tooling overhead.
Research-led product design for a complex SaaS ecosystem
Given the platform’s complexity, the process focused heavily on discovery and UX research. It began with market and competitor analysis, trend research, stakeholder interviews, and user shadowing to understand real marketing workflows and identify friction caused by fragmented tools.
Insights were synthesized through workshops, personas, and service blueprints to define the product structure and prioritize high-impact problems. I led the design of user journeys, information architecture, and core workflows across both PR and analytics paths. The product evolved through three major iterations, supported by continuous feedback loops and close collaboration with engineers, product management, and leadership.
Design system creation and documentation ensured consistency across more than 500 screens while enabling the platform to scale and adapt over time.
A comprehensive platform built for scale
Although the product is currently paused, the engagement resulted in a fully designed, iteration-ready SaaS platform with strong early market interest.
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Designing for constant change in a volatile market
The gaming industry evolves daily. New platforms emerge, creators shift audiences, and market dynamics change rapidly. Buffmaker’s long-term strategy was built around this volatility. The product architecture and user flows were designed to support continuous iteration, feature expansion, and evolving user needs without structural rework.
My role focused on designing flexible workflows that could absorb new data sources, new campaign types, and new analytical capabilities over time. An agile milestone-based roadmap allowed the team to respond quickly to industry shifts while maintaining a coherent product experience. The result was a system designed not as a static tool, but as a living platform aligned with the pace of the gaming ecosystem.
Analytics that drive action
Turning complex data into clear decisionsAnalytics sit at the heart of Buffmaker. The platform processes large volumes of data related to games, influencers, campaigns, streams, chat sentiment, and media coverage. The key challenge was not access to data, but making that data usable.
My responsibility as a Product Designer was to translate complex analytics into clear, decision-oriented insights. Rather than overwhelming users with dashboards and charts, the interface was designed to highlight patterns, risks, and opportunities that directly inform marketing actions. Reliable data, presented with clarity and intent, became the foundation of user trust and product value.
