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Overview

Start-up company for casting call platform that helps talents to search and apply for their perfect role

Role

UX Researcher, UX Designer, UI Designer, Visual Designer

Team
Tools

Figma, Overflow, Zoom, Asana, Clockify

Constraints

80 Hours (40 each)

Platform

iOS

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FeattureIn is a start-up company that facilitates the process through which actors search and apply for potential roles and auditions. The stakeholders of this company wanted to create a platform that enables actors to apply for roles without paying for a monthly subscription. Having paired with another UX designer for this project, we identified our main objective as:

How can we streamline the casting call application and submission process for novice actors?

The solution we identified was to design a mobile application where actors can search for open casting calls and tailor their experience by filtering and sorting out all the necessary information regarding their preferences.

Given that we had an 80 hour (40 per designer) time constraint for this assignment and had to build everything from scratch, we wanted to create an MVP so that we could test it out with real users. We wanted to ensure that the platform we were building was meaningful and impactful. For better time management, we divided the project into 4 main sections:

 

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- 5 user interviews*

- persona

- user flow*

- sketching*

- mid-fidelity wireframes

-  prototype

- 5 usability tests*

- SUS survey

- style guide*

 - high-fidelity screens*

* design tasks performed by me.

1. Research

To best serve our users and generate consumer value, we needed to identify their needs&pain points. That’s why we decided to kickstart this project by organizing five interviews via Zoom call. The interviewees had previously been chosen through a survey that was administered by the stakeholders prior to the Research phase, all of whom were successful actors and had experience using casting platforms.

The main pain points were:
- 4 out of 5 interviewees mention that it’s hard to find the role that they are capable of playing
- paying extra for additional media uploads
- waiting to hear back about a casting call week on end


After listening to the feedback provided by our interviewees, we synthesized the research and created a persona to guide our stakeholders through the app.

Meet Alyssa

persona.png

In order to optimize our UX design, we mapped out the user flow for this MVP to illustrate the path Alyssa would take when navigating the app, as identified by the red route. The flowchart demonstrates the process by which Alyssa would go about searching for a role and applying for it.

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2. Design

After having outlined the informational architecture, we brainstormed a bunch of ideas on paper as to how to optimize our user experience and design preliminary sketches of the app. Our sketches included the homepage where all the open calls and castings were listed, as well as the application page where users could upload the necessary media required for their submission. Moreover, our stakeholders wanted the app to feature a 5 step application process: Confirmation / Status update / Scheduling / Auditioning / Audition results, so we sketched one more page incorporating these stages.

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After receiving positive feedback on our sketches from the stakeholders, we proceed to design mid-level wireframes and a clickable prototype using Figma. Creating mid-fidelity wireframes allowed us to capitalize on time as we did not focus too much on colors and design aesthetics before performing the test.

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Filter Applied.png
Newest.png
Role Description.png
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My Submissions.png

submission page

home page

filter

role page

confirmation page

sort by

application page

3. Test

It was important for us to test the prototype with real users to identify any flaws in our design and to tweak them for future high-fidelity screens. The previous interviewees were more than happy to help us again with the usability test. Each of them was introduced to the prototype through a curated scenario and were assigned several tasks, such as the following:

Imagine you're sitting in a coffee shop and just got off a call with your agent. A quick glance at your lock screen lets you know that you have half an hour to kill before your next meeting. You decide to make the most of your time and launch FeattureIn for the second time since you downloaded the mobile app.

1. Take a moment to look at the main screen and voice any comments you have.
2. Narrow down the casting calls to only be shown those that fit your profile/preferences.
3. Arrange them from closest to furthest from your location.
4. The production entitled "The Desert Rose" caught your eye. Apply for the role for which they're casting.

After performing the tests and synthesizing the research findings, we discovered the issues in the design that needed to be changed and made the necessary modifications.

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We administered a questionnaire that sought to measure an attitudinal KPI - SUS score (System Usability Scale) and send it to the same participants up for a review. A score on that scale below 68 indicated that the design was suboptimal and needed revision. After gathering their feedback, we calculated an average SUS score of 93, which validated that we were successful in designing a functional and user-friendly platform.

4. Visual

The last stage of this project was to create a style guide and to design high-fidelity screens. We wanted to create a brand that is engaging, passionate, and bold. All actors are stars, so we got inspired to include rockets in our design aesthetic since they are always shooting for the stars!

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After performing the test, we reiterated the wireframes and fixed any remaining issues with the design. Creating high-fidelity screens was the most exciting part of the design process since we got to play around with colors and typography.

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Filter Applied_1.png
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Role Description_1.png
Filled.png
Confirmation_1.png
My Submissions_1.png

The final product was presented to our client at the time of the project deadline for which we received positive feedback. With a successful SUS Score +  round of usability tests, we made our client happy with the final result.  They went above and beyond to endorse our design skills on LinkedIn and leave a recommendation note, which gave us the confidence that we created the MVP successfully as a solid foundation for the future design of FeattureIn.

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Learnings

My first time working on an end-to-end real-client project was not without its hurdles. Below are two key challenges my teammate and I faced and how we bounced back from them. 

  1. Scope creep - This is a slippery slope and can be difficult to recover from if not addressed in a timely fashion. To avoid scope creep and keep the project on track, we showed the client work in progress and actively involved her in each stage of the process.

  2. Gaps between mental models - At times, the client and us didn't see eye to eye about how the system should behave. To bridge the gap between the client's and designers' mental models, I defended our design decisions by drawing parallels between the MVP and other well-known products that help users achieve similar goals.

​Next steps regarding this project:

  • Conduct usability testing with the high-fidelity prototype and measure continuous improvement metrics.

  • Look to other types of evaluative research, such as A/B testing, to marginally improve user experience.

  • Expand the product line and build an MVP for other types of users, such as casting directors.

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