ProdAction>>
UX case study
Production management system for production teams in the industry, that unifies all work processes and facilitates communication between production members in one place.
Project Type
My Role
UX Research
Tools
Figma
Timeline
12 weeks
Graduation project
Wireframes
Google Forms
2023
UX Case Study
Flow charts
Prototyping
UI design
In this project, I chose to focus on
the choreographer as the main user.
THE PROBLEM >
In large-scale productions today-
There are numerous staff members involved (production and stage teams, dancers..)
Each with their own area of responsibility
Various tasks are carried out using different applications and tools
As a result
Communication between team members becomes unsynchronized, leading to challenges in the flow of information across work processes.
The main idea >
A production management system designed for production teams in the industry by unifying and synchronizing all tasks and communication among production members in one platform.
Business model >
Freemium
Allows users to access advanced features for improved work efficiency and increased exposure to potential employers.
Challenges in the process >
-
There are relatively few choreographers in Israel, so I also verified some insights independently with the dancers.
-
Building a system for an entire production team and not for a specific role makes the process complicated due to different needs and actions.
RESEARCH >
2
User intreviews -
choreographers
2
User intreviews -
Dancers
1
Observation day-choreographer
1
Survey -
Dancers
MAIN INSIGHTS >
Choreographers today use separate apps and tools for each task -
There is no dedicated tool designed specifically for their needs.
The casting process is long and inefficient -
there are no efficient production tools with filter settings (visual characteristics, skills, and availability).
*At present casting is largely done via Instagram - search only by name.
Choreographers work regularly with the same dancers -
Because they already know their professional abilities and visual characteristics.
Choreographers struggle to schedule dancers equally for shows throughout the month-
There is no access to the dancers' schedule and availability, resulting in a slow scheduling process which is done manually by the choreographer.
Communication between production teams is currently carried out through many WhatsApp groups -
usually between 3 and 8 groups per production. This leads to disorganization, irrelevant messages, and the risk of missing important or urgent messages and updates, especially when working on multiple projects concurrently.
Choreographers often work on-the-go >
This led me to choose the 'mobile-first' approach.
KPI’S >
What will be considered as a success?
-
Choreographers will move to work with one dedicated centralized tool > working time decreased by 20%.
-
The number of projects on which a choreographer works at the same time has increased.
USER
-
25% of the users will move from a free track to a Freemium track.
-
20% of the users renew their subscriptions regularly.
-
The system will become relevant to all types of productions and to the entire production team (The number of people who use the system expands ).
-
The system will be sold to production companies in Israel and globally.
COMPANY
Competitor research >
(The tools they use today)
> Many groups - confusing, many idle messages, cause important messages to be missed.
> If there is an urgent message it can be missed among other messages.
> It is difficult to track files and there is a limit to the length and quality of the videos.
> Easy for daily communication with team members.
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> Designated space for files only, no further operations can be performed.
> The files are sorted and arranged without quality and size limitations.
> It is not possible to cast by visual characteristics - the search is by name only.
> A platform for videos and photos and is not intended for work.
> Good for the professional presentation of the choreographer/dancer.
THERE IS A NEED
for a dedicated tool for productions that will organize all work [processes and tools] in one place - and it will probably be on mobile.
Building empathy >
1
Organization of tasks and work in one place -
efficient arrangement of the content of the work.
2
Booking dancers for shows equally in the schedule
(in order to give each dancer an equal opportunity to work) - with synchronization of their schedules and production constraints, including quick placement changes.
3
Casting - optimize the search-
find dancers easily according to visual characteristics and availability with no unnecessary "ping pong" chatting in front of the production.
4
Effective communication and synchronization -
prevent unnecessary messages between parties.
The production and multiple WhatsApp groups are confusing for any project.
5
Unexpected problems -
shorter response time and solution.
User GOals >
(Ofek Mor)
SITE MAP >
Main Flows Charts >
1 | Casting a dancer for a project
2 | Booking dancers to a show
CONCEPTS >
Casting screen
POP-UP
ICONS BAR
TAGS
I chose the 'Pop-up' concept because it allows a precise search with several criteria, such as height or hair color, and checking exact availability dates as the casting requires- without screen height restrictions.
In the 'Icon bar' concept, the filter will occupy a significant part of the screen, and in the 'Hashtags' concept, the search will not be precise enough. For example, height cannot be entered as a hashtag because it represents an exact figure that changes.
PAIN POINT
VS.
Potential SOLUTION
1
Inefficient and non- dedicated casting
A talent pool with dedicated filtering for productions, including availability for productions and the possibility to send a production /dancer for approval directly from the system.
2
A separate app/tool for each task
A dedicated tool for productions that will concentrate all work content and communication between team members in one place.
3
Assignment and scheduling of dancers for shows are manual and not synchronized, resulting in unequal placement between all dancers
Placement is built into the system, which is synchronized with the time constraints of the entire cast and prioritizes equal placement among everyone accordingly.
4
Disorganized communication between team members - many idle messages and missing important updates
The use of chat messages will decrease and most actions will be built directly into the system. In addition, each project will have its own chat and update session.
5
A legally binding contract is not always signed
A digital signature (and an option for comments and corrections) will be an integral part of a team member's entry to the project in the system. (requires an interface to an external system).
EDGE CASES >
-
Replacing a dancer during a project with an external dancer.
-
A dancer is not available on some of the dates the project requires, but would still like to see if s/he can be available.
-
Placement of performances >
No dancer can perform on date X.
USER FLOW 1 >
Casting new dancers
Pain point
Inefficient and non-dedicated casting.
Solution
A talent pool with dedicated filtering for productions including availability for productions and the possibility to send a production/dancer for approval directly from the system, to save the unnecessary conversations in chats.
> Reference to an edge case -
If project dates are entered and the system detects that a dancer is unavailable for certain dates (part of the production schedule), it is still possible to have the dancer appear in search results and clarify which dates s/he may be available/unavailable.
> Premium users appear first and are exposed to more employers (choreographers, producers...).
Of course, it is possible to keep the regular dancers in the favorites because we saw in the research that choreographers often take to projects dancers with whom they have already worked, but also allow them to discover new talent.
USER FLOW 2 >
Placement of dancers for shows equally in the schedule
Pain point
The placement of dancers in shows is manual and not synchronized with their time constraints, there is difficulty in equal placement for shows among all dancers.
Solution
The placement is built into the system, synchronized with the time constraints of all dancers, and offers an equal placement between everyone according to their availability and according to their show's history to place equally among all.
Those who are not available - are disabled and prioritized last.
Those who worked less last month - are given a higher priority.
