Video Production Planner
Video Production Planner
Video Production Planner
Improving Pre-Production Workflow for Video Production Planner
Improving Pre-Production Workflow for Video Production Planner
Improving Pre-Production Workflow for Video Production Planner
Improving Pre-Production Workflow for Video Production Planner
Improving Pre-Production Workflow for Video Production Planner
Industry
Industry
B2B SaaS / Media & Video Production
B2B SaaS / Media & Video Production
B2B SaaS / Media & Video Production
B2B SaaS / Media & Video Production
B2B SaaS / Media & Video Production
Role
Role
UX Designer
UX Designer
UX Designer
UX Designer
UX Designer
Product
Product
Dashboard
Dashboard
Dashboard
Dashboard
Dashboard
View on Figma
View on Figma
Pre-Launch
Pre-Launch
Pre-Launch
Pre-Launch
Pre-Launch
01 — The Challenge
01 — The Challenge
01 — The Challenge
01 — The Challenge
Wrap is a web platform for studios and video production agencies to plan pre-production: shotlists, shooting schedules, tasks, files and team coordination in one place. The MVP was live, but people were not using it. Stakeholders came to us with three symptoms:
Users sign up but do not start using the product.
Users don't understand what the platform is about.
Users don't understand some functionality and how to interact with items.
Their analytics confirmed it:
Metric | Value | Source |
|---|---|---|
Sign-up conversion rate | 14% | Google Analytics, Mixpanel |
Average landing page scroll depth | 23% | Hotjar recordings |
Usability task success | 1 of 10 participants (10%) | Stakeholders' usability test |
Our team of 3 UX Designers decided to find out why, and redesign the platform so sign-ups become active teams.
Wrap is a web platform for studios and video production agencies to plan pre-production: shotlists, shooting schedules, tasks, files and team coordination in one place. The MVP was live, but people were not using it. Stakeholders came to us with three symptoms:
Users sign up but do not start using the product.
Users don't understand what the platform is about.
Users don't understand some functionality and how to interact with items.
Their analytics confirmed it:
Metric | Value | Source |
|---|---|---|
Sign-up conversion rate | 14% | Google Analytics, Mixpanel |
Average landing page scroll depth | 23% | Hotjar recordings |
Usability task success | 1 of 10 participants (10%) | Stakeholders' usability test |
Our team of 3 UX Designers decided to find out why, and redesign the platform so sign-ups become active teams.
Wrap is a web platform for studios and video production agencies to plan pre-production: shotlists, shooting schedules, tasks, files and team coordination in one place. The MVP was live, but people were not using it. Stakeholders came to us with three symptoms:
Users sign up but do not start using the product.
Users don't understand what the platform is about.
Users don't understand some functionality and how to interact with items.
Their analytics confirmed it:
Metric | Value | Source |
|---|---|---|
Sign-up conversion rate | 14% | Google Analytics, Mixpanel |
Average landing page scroll depth | 23% | Hotjar recordings |
Usability task success | 1 of 10 participants (10%) | Stakeholders' usability test |
Our team of 3 UX Designers decided to find out why, and redesign the platform so sign-ups become active teams.
02 — The Outcome
02 — The Outcome
02 — The Outcome
02 — The Outcome
In seven weeks we delivered a research-backed redesign of the entire platform: more than 50 screens covering sign-up and log-in, the dashboard and onboarding, shotlist, shooting schedule, task manager and team management, all built on a new components library.
Our engagement ended with presenting the results and a prioritised backlog to stakeholders. They later told us they had updated the platform based on our work and won new clients. They did not share post-launch metrics, so the impact below is described in terms of the problems each solution removes.
Before | After |
|---|---|
An empty "Projects" page with a single "+" | A guided dashboard with templates, a 5-step onboarding checklist and learning resources |
Email-only registration | Google, LinkedIn and Facebook sign-in, plus a dedicated invitation flow |
No team management | A Team page with roles, departments, contacts and export |
No task tracking | A Kanban task manager with priorities, deadlines and assignees |
Unstructured shot details | Structured scene and shot cards with camera, set and dialogue data |
In seven weeks we delivered a research-backed redesign of the entire platform: more than 50 screens covering sign-up and log-in, the dashboard and onboarding, shotlist, shooting schedule, task manager and team management, all built on a new components library.
Our engagement ended with presenting the results and a prioritised backlog to stakeholders. They later told us they had updated the platform based on our work and won new clients. They did not share post-launch metrics, so the impact below is described in terms of the problems each solution removes.
Before | After |
|---|---|
An empty "Projects" page with a single "+" | A guided dashboard with templates, a 5-step onboarding checklist and learning resources |
Email-only registration | Google, LinkedIn and Facebook sign-in, plus a dedicated invitation flow |
No team management | A Team page with roles, departments, contacts and export |
No task tracking | A Kanban task manager with priorities, deadlines and assignees |
Unstructured shot details | Structured scene and shot cards with camera, set and dialogue data |
In seven weeks we delivered a research-backed redesign of the entire platform: more than 50 screens covering sign-up and log-in, the dashboard and onboarding, shotlist, shooting schedule, task manager and team management, all built on a new components library.
Our engagement ended with presenting the results and a prioritised backlog to stakeholders. They later told us they had updated the platform based on our work and won new clients. They did not share post-launch metrics, so the impact below is described in terms of the problems each solution removes.
Before | After |
|---|---|
An empty "Projects" page with a single "+" | A guided dashboard with templates, a 5-step onboarding checklist and learning resources |
Email-only registration | Google, LinkedIn and Facebook sign-in, plus a dedicated invitation flow |
No team management | A Team page with roles, departments, contacts and export |
No task tracking | A Kanban task manager with priorities, deadlines and assignees |
Unstructured shot details | Structured scene and shot cards with camera, set and dialogue data |
03 — The Problem
03 — The Problem
In our stakeholder meeting it became clear that Wrap had been launched without any research into its audience. The MVP was built on assumptions about what video teams need. The stakeholders' symptoms were real, but the root problem was that nobody knew how managers at video production agencies actually plan a shoot.
We reframed the brief: understand the users first, then redesign. Research turned three vague symptoms into six concrete problems:
03 — The Problem
03 — The Problem
03 — The Problem
In our stakeholder meeting it became clear that Wrap had been launched without any research into its audience. The MVP was built on assumptions about what video teams need. The stakeholders' symptoms were real, but the root problem was that nobody knew how managers at video production agencies actually plan a shoot.
We reframed the brief: understand the users first, then redesign. Research turned three vague symptoms into six concrete problems:
In our stakeholder meeting it became clear that Wrap had been launched without any research into its audience. The MVP was built on assumptions about what video teams need. The stakeholders' symptoms were real, but the root problem was that nobody knew how managers at video production agencies actually plan a shoot.
We reframed the brief: understand the users first, then redesign. Research turned three vague symptoms into six concrete problems:
04 — Research
04 — Research
04 — Research
We started from the business side with a Lean Canvas and a Value Proposition Canvas, then went to users. We combined qualitative methods to explain why with the stakeholders' analytics to show how much.
Value Proposition Canvas
The canvas showed a weak fit. Wrap offered "a platform for video production planning", exportable shotlists and schedules, one place for files and a $5/month price. Customers, however, needed to create and approve references, moodboards and scripts, find locations, actors and props, agree budgets, and keep the whole crew informed. Several important pains had no reliever at all: losing data without a backup, the effort of moving a team to a new tool, too many tools for one job, and time lost on approvals with clients.
User interviews
We interviewed six potential users online over Zoom, recording sessions with their consent. To make analysis easier, we grouped what we heard into themes:
Cognitive walkthrough
To test the usability of the live product, we ran six cognitive walkthroughs with both potential users and non-users and compared the experience with competitors. Four insights emerged:
Users wanted to register and log in with social networks.
They wanted a storyboard separate from the shotlist.
They wanted to edit shotlist columns to fit their own process.
The exported PDF was hard to use: photo previews were too small and information was unstructured.
User persona: the production manager
The stakeholders had no clear picture of their users, so we built one persona from interviews to guide every decision.
Needs: everything in one application instead of a table, a notepad and a calendar; a clear vision of the picture and something to present to the client at each stage; a flexible planning tool the whole team can use, showing the status of every step.
Pain points: very limited time; difficulty organising the shoot; misunderstandings within the team; specialised tools that are hard to learn and to explain to others; fear of losing progress if an app stops working.
Customer journey maps
We built two maps: one for how managers plan a shoot in general, and one for their path through Wrap (landing, registration, confirmation email, workspace, project creation, export). Comparing them showed where Wrap broke down. Emotions dropped on the landing page, which did not explain the product; at registration, where users wanted social sign-in; and on the empty workspace, where they looked for hints and found none ("I don't quite understand what's on the dashboard"). Export was the high point: users liked downloading the schedule as PDF or Excel.
We started from the business side with a Lean Canvas and a Value Proposition Canvas, then went to users. We combined qualitative methods to explain why with the stakeholders' analytics to show how much.
Value Proposition Canvas
The canvas showed a weak fit. Wrap offered "a platform for video production planning", exportable shotlists and schedules, one place for files and a $5/month price. Customers, however, needed to create and approve references, moodboards and scripts, find locations, actors and props, agree budgets, and keep the whole crew informed. Several important pains had no reliever at all: losing data without a backup, the effort of moving a team to a new tool, too many tools for one job, and time lost on approvals with clients.
User interviews
We interviewed six potential users online over Zoom, recording sessions with their consent. To make analysis easier, we grouped what we heard into themes:
Cognitive walkthrough
To test the usability of the live product, we ran six cognitive walkthroughs with both potential users and non-users and compared the experience with competitors. Four insights emerged:
Users wanted to register and log in with social networks.
They wanted a storyboard separate from the shotlist.
They wanted to edit shotlist columns to fit their own process.
The exported PDF was hard to use: photo previews were too small and information was unstructured.
User persona: the production manager
The stakeholders had no clear picture of their users, so we built one persona from interviews to guide every decision.
Needs: everything in one application instead of a table, a notepad and a calendar; a clear vision of the picture and something to present to the client at each stage; a flexible planning tool the whole team can use, showing the status of every step.
Pain points: very limited time; difficulty organising the shoot; misunderstandings within the team; specialised tools that are hard to learn and to explain to others; fear of losing progress if an app stops working.
Customer journey maps
We built two maps: one for how managers plan a shoot in general, and one for their path through Wrap (landing, registration, confirmation email, workspace, project creation, export). Comparing them showed where Wrap broke down. Emotions dropped on the landing page, which did not explain the product; at registration, where users wanted social sign-in; and on the empty workspace, where they looked for hints and found none ("I don't quite understand what's on the dashboard"). Export was the high point: users liked downloading the schedule as PDF or Excel.
We started from the business side with a Lean Canvas and a Value Proposition Canvas, then went to users. We combined qualitative methods to explain why with the stakeholders' analytics to show how much.
Value Proposition Canvas
The canvas showed a weak fit. Wrap offered "a platform for video production planning", exportable shotlists and schedules, one place for files and a $5/month price. Customers, however, needed to create and approve references, moodboards and scripts, find locations, actors and props, agree budgets, and keep the whole crew informed. Several important pains had no reliever at all: losing data without a backup, the effort of moving a team to a new tool, too many tools for one job, and time lost on approvals with clients.
User interviews
We interviewed six potential users online over Zoom, recording sessions with their consent. To make analysis easier, we grouped what we heard into themes:
Cognitive walkthrough
To test the usability of the live product, we ran six cognitive walkthroughs with both potential users and non-users and compared the experience with competitors. Four insights emerged:
Users wanted to register and log in with social networks.
They wanted a storyboard separate from the shotlist.
They wanted to edit shotlist columns to fit their own process.
The exported PDF was hard to use: photo previews were too small and information was unstructured.
User persona: the production manager
The stakeholders had no clear picture of their users, so we built one persona from interviews to guide every decision.
Needs: everything in one application instead of a table, a notepad and a calendar; a clear vision of the picture and something to present to the client at each stage; a flexible planning tool the whole team can use, showing the status of every step.
Pain points: very limited time; difficulty organising the shoot; misunderstandings within the team; specialised tools that are hard to learn and to explain to others; fear of losing progress if an app stops working.
Customer journey maps
We built two maps: one for how managers plan a shoot in general, and one for their path through Wrap (landing, registration, confirmation email, workspace, project creation, export). Comparing them showed where Wrap broke down. Emotions dropped on the landing page, which did not explain the product; at registration, where users wanted social sign-in; and on the empty workspace, where they looked for hints and found none ("I don't quite understand what's on the dashboard"). Export was the high point: users liked downloading the schedule as PDF or Excel.
We started from the business side with a Lean Canvas and a Value Proposition Canvas, then went to users. We combined qualitative methods to explain why with the stakeholders' analytics to show how much.
Value Proposition Canvas
The canvas showed a weak fit. Wrap offered "a platform for video production planning", exportable shotlists and schedules, one place for files and a $5/month price. Customers, however, needed to create and approve references, moodboards and scripts, find locations, actors and props, agree budgets, and keep the whole crew informed. Several important pains had no reliever at all: losing data without a backup, the effort of moving a team to a new tool, too many tools for one job, and time lost on approvals with clients.
User interviews
We interviewed six potential users online over Zoom, recording sessions with their consent. To make analysis easier, we grouped what we heard into themes:
Cognitive walkthrough
To test the usability of the live product, we ran six cognitive walkthroughs with both potential users and non-users and compared the experience with competitors. Four insights emerged:
Users wanted to register and log in with social networks.
They wanted a storyboard separate from the shotlist.
They wanted to edit shotlist columns to fit their own process.
The exported PDF was hard to use: photo previews were too small and information was unstructured.
User persona: the production manager
The stakeholders had no clear picture of their users, so we built one persona from interviews to guide every decision.
Needs: everything in one application instead of a table, a notepad and a calendar; a clear vision of the picture and something to present to the client at each stage; a flexible planning tool the whole team can use, showing the status of every step.
Pain points: very limited time; difficulty organising the shoot; misunderstandings within the team; specialised tools that are hard to learn and to explain to others; fear of losing progress if an app stops working.
Customer journey maps
We built two maps: one for how managers plan a shoot in general, and one for their path through Wrap (landing, registration, confirmation email, workspace, project creation, export). Comparing them showed where Wrap broke down. Emotions dropped on the landing page, which did not explain the product; at registration, where users wanted social sign-in; and on the empty workspace, where they looked for hints and found none ("I don't quite understand what's on the dashboard"). Export was the high point: users liked downloading the schedule as PDF or Excel.
We started from the business side with a Lean Canvas and a Value Proposition Canvas, then went to users. We combined qualitative methods to explain why with the stakeholders' analytics to show how much.
Value Proposition Canvas
The canvas showed a weak fit. Wrap offered "a platform for video production planning", exportable shotlists and schedules, one place for files and a $5/month price. Customers, however, needed to create and approve references, moodboards and scripts, find locations, actors and props, agree budgets, and keep the whole crew informed. Several important pains had no reliever at all: losing data without a backup, the effort of moving a team to a new tool, too many tools for one job, and time lost on approvals with clients.
User interviews
We interviewed six potential users online over Zoom, recording sessions with their consent. To make analysis easier, we grouped what we heard into themes:
Cognitive walkthrough
To test the usability of the live product, we ran six cognitive walkthroughs with both potential users and non-users and compared the experience with competitors. Four insights emerged:
Users wanted to register and log in with social networks.
They wanted a storyboard separate from the shotlist.
They wanted to edit shotlist columns to fit their own process.
The exported PDF was hard to use: photo previews were too small and information was unstructured.
User persona: the production manager
The stakeholders had no clear picture of their users, so we built one persona from interviews to guide every decision.
Needs: everything in one application instead of a table, a notepad and a calendar; a clear vision of the picture and something to present to the client at each stage; a flexible planning tool the whole team can use, showing the status of every step.
Pain points: very limited time; difficulty organising the shoot; misunderstandings within the team; specialised tools that are hard to learn and to explain to others; fear of losing progress if an app stops working.
Customer journey maps
We built two maps: one for how managers plan a shoot in general, and one for their path through Wrap (landing, registration, confirmation email, workspace, project creation, export). Comparing them showed where Wrap broke down. Emotions dropped on the landing page, which did not explain the product; at registration, where users wanted social sign-in; and on the empty workspace, where they looked for hints and found none ("I don't quite understand what's on the dashboard"). Export was the high point: users liked downloading the schedule as PDF or Excel.
We started from the business side with a Lean Canvas and a Value Proposition Canvas, then went to users. We combined qualitative methods to explain why with the stakeholders' analytics to show how much.
Value Proposition Canvas
The canvas showed a weak fit. Wrap offered "a platform for video production planning", exportable shotlists and schedules, one place for files and a $5/month price. Customers, however, needed to create and approve references, moodboards and scripts, find locations, actors and props, agree budgets, and keep the whole crew informed. Several important pains had no reliever at all: losing data without a backup, the effort of moving a team to a new tool, too many tools for one job, and time lost on approvals with clients.
User interviews
We interviewed six potential users online over Zoom, recording sessions with their consent. To make analysis easier, we grouped what we heard into themes:
Cognitive walkthrough
To test the usability of the live product, we ran six cognitive walkthroughs with both potential users and non-users and compared the experience with competitors. Four insights emerged:
Users wanted to register and log in with social networks.
They wanted a storyboard separate from the shotlist.
They wanted to edit shotlist columns to fit their own process.
The exported PDF was hard to use: photo previews were too small and information was unstructured.
User persona: the production manager
The stakeholders had no clear picture of their users, so we built one persona from interviews to guide every decision.
Needs: everything in one application instead of a table, a notepad and a calendar; a clear vision of the picture and something to present to the client at each stage; a flexible planning tool the whole team can use, showing the status of every step.
Pain points: very limited time; difficulty organising the shoot; misunderstandings within the team; specialised tools that are hard to learn and to explain to others; fear of losing progress if an app stops working.
Customer journey maps
We built two maps: one for how managers plan a shoot in general, and one for their path through Wrap (landing, registration, confirmation email, workspace, project creation, export). Comparing them showed where Wrap broke down. Emotions dropped on the landing page, which did not explain the product; at registration, where users wanted social sign-in; and on the empty workspace, where they looked for hints and found none ("I don't quite understand what's on the dashboard"). Export was the high point: users liked downloading the schedule as PDF or Excel.
05 — Key Insights
05 — Key Insights
05 — Key Insights
After interviews, walkthroughs and journey mapping, we narrowed the problem down to six concrete issues:
Users do not understand how to use the platform.
Working with exported (printed) files is inconvenient.
There is no quick access to all the contacts involved in a project.
It is hard to organise the work of different departments.
Team members miss deadlines.
Creating a new project takes too long.
We turned them into four How Might We questions, each with concrete directions:
How might we… | Directions we explored |
|---|---|
…help users create projects as quickly as possible? | Simplify the interface and remove unnecessary information; give clear, concise instructions; use visual aids; add a Support & Learn section |
…help users organise the video production process easily? | Workspaces and projects with email or link invitations; roles (Admin, Can edit, Can view); a Team tab with exportable contacts; removing members who left |
…help users organise the work of different departments without extra effort? | A task manager for creating and assigning tasks; priorities and statuses; adding and removing teams and members as the project requires |
…help users register as easily and quickly as possible? | Standard Google, LinkedIn and Facebook buttons; skippable registration steps; a profile progress bar |
After interviews, walkthroughs and journey mapping, we narrowed the problem down to six concrete issues:
Users do not understand how to use the platform.
Working with exported (printed) files is inconvenient.
There is no quick access to all the contacts involved in a project.
It is hard to organise the work of different departments.
Team members miss deadlines.
Creating a new project takes too long.
We turned them into four How Might We questions, each with concrete directions:
How might we… | Directions we explored |
|---|---|
…help users create projects as quickly as possible? | Simplify the interface and remove unnecessary information; give clear, concise instructions; use visual aids; add a Support & Learn section |
…help users organise the video production process easily? | Workspaces and projects with email or link invitations; roles (Admin, Can edit, Can view); a Team tab with exportable contacts; removing members who left |
…help users organise the work of different departments without extra effort? | A task manager for creating and assigning tasks; priorities and statuses; adding and removing teams and members as the project requires |
…help users register as easily and quickly as possible? | Standard Google, LinkedIn and Facebook buttons; skippable registration steps; a profile progress bar |
06 — Validation and Collaboration
06 — Validation and Collaboration
06 — Validation and Collaboration
Usability testing
We tested the prototype online with potential users recruited through LinkedIn, Instagram and Telegram, plus several people from our interviews. Sessions ran over Zoom with screen recording and participants' consent. Our goal was to validate and prioritise our design decisions and find what still needed work. Based on the results, we made four key changes:
Area | What we learned | What we changed |
|---|---|---|
Projects | Users needed to manage the project's lifecycle and its clients | Added deleting and closing projects, and a view of the project's customers and their contact details |
Shotlist | Creating a shot felt slow and repetitive | Reordered the fields in shot creation and let users reuse a camera they had entered before |
Team | Contacts in one long list were hard to scan | Grouped contacts into departments that can be added or removed |
Task manager | Fixed columns didn't fit every team | Added custom and renamable Kanban columns and a start date for tasks |
Collaboration with stakeholders
We worked with Wrap's team from the start: a kick-off and briefing, a joint Lean Canvas and Value Proposition Canvas, and the stakeholder meeting that reshaped our brief. We closed by presenting the redesign together with a prioritised backlog of recommendations.
Collaboration within the team
Three designers shared every phase, from interviews to final UI. We synthesised findings together, split screens between us during design, and relied on the components library to keep the result consistent.
Usability testing
We tested the prototype online with potential users recruited through LinkedIn, Instagram and Telegram, plus several people from our interviews. Sessions ran over Zoom with screen recording and participants' consent. Our goal was to validate and prioritise our design decisions and find what still needed work. Based on the results, we made four key changes:
Area | What we learned | What we changed |
|---|---|---|
Projects | Users needed to manage the project's lifecycle and its clients | Added deleting and closing projects, and a view of the project's customers and their contact details |
Shotlist | Creating a shot felt slow and repetitive | Reordered the fields in shot creation and let users reuse a camera they had entered before |
Team | Contacts in one long list were hard to scan | Grouped contacts into departments that can be added or removed |
Task manager | Fixed columns didn't fit every team | Added custom and renamable Kanban columns and a start date for tasks |
Collaboration with stakeholders
We worked with Wrap's team from the start: a kick-off and briefing, a joint Lean Canvas and Value Proposition Canvas, and the stakeholder meeting that reshaped our brief. We closed by presenting the redesign together with a prioritised backlog of recommendations.
Collaboration within the team
Three designers shared every phase, from interviews to final UI. We synthesised findings together, split screens between us during design, and relied on the components library to keep the result consistent.
Usability testing
We tested the prototype online with potential users recruited through LinkedIn, Instagram and Telegram, plus several people from our interviews. Sessions ran over Zoom with screen recording and participants' consent. Our goal was to validate and prioritise our design decisions and find what still needed work. Based on the results, we made four key changes:
Area | What we learned | What we changed |
|---|---|---|
Projects | Users needed to manage the project's lifecycle and its clients | Added deleting and closing projects, and a view of the project's customers and their contact details |
Shotlist | Creating a shot felt slow and repetitive | Reordered the fields in shot creation and let users reuse a camera they had entered before |
Team | Contacts in one long list were hard to scan | Grouped contacts into departments that can be added or removed |
Task manager | Fixed columns didn't fit every team | Added custom and renamable Kanban columns and a start date for tasks |
Collaboration with stakeholders
We worked with Wrap's team from the start: a kick-off and briefing, a joint Lean Canvas and Value Proposition Canvas, and the stakeholder meeting that reshaped our brief. We closed by presenting the redesign together with a prioritised backlog of recommendations.
Collaboration within the team
Three designers shared every phase, from interviews to final UI. We synthesised findings together, split screens between us during design, and relied on the components library to keep the result consistent.
Usability testing
We tested the prototype online with potential users recruited through LinkedIn, Instagram and Telegram, plus several people from our interviews. Sessions ran over Zoom with screen recording and participants' consent. Our goal was to validate and prioritise our design decisions and find what still needed work. Based on the results, we made four key changes:
Area | What we learned | What we changed |
|---|---|---|
Projects | Users needed to manage the project's lifecycle and its clients | Added deleting and closing projects, and a view of the project's customers and their contact details |
Shotlist | Creating a shot felt slow and repetitive | Reordered the fields in shot creation and let users reuse a camera they had entered before |
Team | Contacts in one long list were hard to scan | Grouped contacts into departments that can be added or removed |
Task manager | Fixed columns didn't fit every team | Added custom and renamable Kanban columns and a start date for tasks |
Collaboration with stakeholders
We worked with Wrap's team from the start: a kick-off and briefing, a joint Lean Canvas and Value Proposition Canvas, and the stakeholder meeting that reshaped our brief. We closed by presenting the redesign together with a prioritised backlog of recommendations.
Collaboration within the team
Three designers shared every phase, from interviews to final UI. We synthesised findings together, split screens between us during design, and relied on the components library to keep the result consistent.
Usability testing
We tested the prototype online with potential users recruited through LinkedIn, Instagram and Telegram, plus several people from our interviews. Sessions ran over Zoom with screen recording and participants' consent. Our goal was to validate and prioritise our design decisions and find what still needed work. Based on the results, we made four key changes:
Area | What we learned | What we changed |
|---|---|---|
Projects | Users needed to manage the project's lifecycle and its clients | Added deleting and closing projects, and a view of the project's customers and their contact details |
Shotlist | Creating a shot felt slow and repetitive | Reordered the fields in shot creation and let users reuse a camera they had entered before |
Team | Contacts in one long list were hard to scan | Grouped contacts into departments that can be added or removed |
Task manager | Fixed columns didn't fit every team | Added custom and renamable Kanban columns and a start date for tasks |
Collaboration with stakeholders
We worked with Wrap's team from the start: a kick-off and briefing, a joint Lean Canvas and Value Proposition Canvas, and the stakeholder meeting that reshaped our brief. We closed by presenting the redesign together with a prioritised backlog of recommendations.
Collaboration within the team
Three designers shared every phase, from interviews to final UI. We synthesised findings together, split screens between us during design, and relied on the components library to keep the result consistent.
07 — Reflexion
07 — Reflexion
07 — Reflexion
Insights that went beyond our scope were prioritised and handed to stakeholders as a backlog:
Recommendation | Why it matters |
|---|---|
Finances and budget calculation | Teams need to plan a budget, share it and see where to save |
Importing documents and scripts | Every shoot relies on documents and notes that should live in one place |
Equipment and inventory database | The same kit is used repeatedly and shouldn't be entered by hand each time |
Customisable tools | Projects and workflows differ, so teams need to adapt the platform to their process |
Built-in chat | Large crews need to communicate inside the platform |
Language localisation | Demand from Ukrainian users led us to recommend a Ukrainian localisation |
After release, I would track activation (the share of new teams that create a first project within 7 days) to see whether onboarding works.
Insights that went beyond our scope were prioritised and handed to stakeholders as a backlog:
Recommendation | Why it matters |
|---|---|
Finances and budget calculation | Teams need to plan a budget, share it and see where to save |
Importing documents and scripts | Every shoot relies on documents and notes that should live in one place |
Equipment and inventory database | The same kit is used repeatedly and shouldn't be entered by hand each time |
Customisable tools | Projects and workflows differ, so teams need to adapt the platform to their process |
Built-in chat | Large crews need to communicate inside the platform |
Language localisation | Demand from Ukrainian users led us to recommend a Ukrainian localisation |
After release, I would track activation (the share of new teams that create a first project within 7 days) to see whether onboarding works.
04 — Research
04 — Research
We started from the business side with a Lean Canvas and a Value Proposition Canvas, then went to users. We combined qualitative methods to explain why with the stakeholders' analytics to show how much.
Value Proposition Canvas
The canvas showed a weak fit. Wrap offered "a platform for video production planning", exportable shotlists and schedules, one place for files and a $5/month price. Customers, however, needed to create and approve references, moodboards and scripts, find locations, actors and props, agree budgets, and keep the whole crew informed. Several important pains had no reliever at all: losing data without a backup, the effort of moving a team to a new tool, too many tools for one job, and time lost on approvals with clients.
User interviews
We interviewed six potential users online over Zoom, recording sessions with their consent. To make analysis easier, we grouped what we heard into themes:
Cognitive walkthrough
To test the usability of the live product, we ran six cognitive walkthroughs with both potential users and non-users and compared the experience with competitors. Four insights emerged:
Users wanted to register and log in with social networks.
They wanted a storyboard separate from the shotlist.
They wanted to edit shotlist columns to fit their own process.
The exported PDF was hard to use: photo previews were too small and information was unstructured.
User persona: the production manager
The stakeholders had no clear picture of their users, so we built one persona from interviews to guide every decision.
Needs: everything in one application instead of a table, a notepad and a calendar; a clear vision of the picture and something to present to the client at each stage; a flexible planning tool the whole team can use, showing the status of every step.
Pain points: very limited time; difficulty organising the shoot; misunderstandings within the team; specialised tools that are hard to learn and to explain to others; fear of losing progress if an app stops working.
Customer journey maps
We built two maps: one for how managers plan a shoot in general, and one for their path through Wrap (landing, registration, confirmation email, workspace, project creation, export). Comparing them showed where Wrap broke down. Emotions dropped on the landing page, which did not explain the product; at registration, where users wanted social sign-in; and on the empty workspace, where they looked for hints and found none ("I don't quite understand what's on the dashboard"). Export was the high point: users liked downloading the schedule as PDF or Excel.
05 — Key Insights
05 — Key Insights
After interviews, walkthroughs and journey mapping, we narrowed the problem down to six concrete issues:
Users do not understand how to use the platform.
Working with exported (printed) files is inconvenient.
There is no quick access to all the contacts involved in a project.
It is hard to organise the work of different departments.
Team members miss deadlines.
Creating a new project takes too long.
We turned them into four How Might We questions, each with concrete directions:
How might we… | Directions we explored |
|---|---|
…help users create projects as quickly as possible? | Simplify the interface and remove unnecessary information; give clear, concise instructions; use visual aids; add a Support & Learn section |
…help users organise the video production process easily? | Workspaces and projects with email or link invitations; roles (Admin, Can edit, Can view); a Team tab with exportable contacts; removing members who left |
…help users organise the work of different departments without extra effort? | A task manager for creating and assigning tasks; priorities and statuses; adding and removing teams and members as the project requires |
…help users register as easily and quickly as possible? | Standard Google, LinkedIn and Facebook buttons; skippable registration steps; a profile progress bar |
07 — Reflexion
07 — Reflexion
Insights that went beyond our scope were prioritised and handed to stakeholders as a backlog:
Recommendation | Why it matters |
|---|---|
Finances and budget calculation | Teams need to plan a budget, share it and see where to save |
Importing documents and scripts | Every shoot relies on documents and notes that should live in one place |
Equipment and inventory database | The same kit is used repeatedly and shouldn't be entered by hand each time |
Customisable tools | Projects and workflows differ, so teams need to adapt the platform to their process |
Built-in chat | Large crews need to communicate inside the platform |
Language localisation | Demand from Ukrainian users led us to recommend a Ukrainian localisation |
After release, I would track activation (the share of new teams that create a first project within 7 days) to see whether onboarding works.
06 — Validation and Collaboration
06 — Validation and Collaboration
Usability testing
We tested the prototype online with potential users recruited through LinkedIn, Instagram and Telegram, plus several people from our interviews. Sessions ran over Zoom with screen recording and participants' consent. Our goal was to validate and prioritise our design decisions and find what still needed work. Based on the results, we made four key changes:
Area | What we learned | What we changed |
|---|---|---|
Projects | Users needed to manage the project's lifecycle and its clients | Added deleting and closing projects, and a view of the project's customers and their contact details |
Shotlist | Creating a shot felt slow and repetitive | Reordered the fields in shot creation and let users reuse a camera they had entered before |
Team | Contacts in one long list were hard to scan | Grouped contacts into departments that can be added or removed |
Task manager | Fixed columns didn't fit every team | Added custom and renamable Kanban columns and a start date for tasks |
Collaboration with stakeholders
We worked with Wrap's team from the start: a kick-off and briefing, a joint Lean Canvas and Value Proposition Canvas, and the stakeholder meeting that reshaped our brief. We closed by presenting the redesign together with a prioritised backlog of recommendations.
Collaboration within the team
Three designers shared every phase, from interviews to final UI. We synthesised findings together, split screens between us during design, and relied on the components library to keep the result consistent.
Transforming Ideas Into
Digital Experiences
From first research to final
handoff, let's create something worth using
Transforming Ideas Into Experiences
Transforming Ideas Into
Digital Experiences
From first research to final
handoff, let's create something worth using
Transforming Ideas Into
Digital Experiences
From first research to final
handoff, let's create something worth using
Transforming Ideas Into
Digital Experiences
Transforming Ideas Into
Digital Experiences
From first research to final
handoff, let's create something worth using
Transforming Ideas Into
Digital Experiences
From first research to final
handoff, let's create something worth using