Flash Finder

Enhancing the journey of finding and booking the ideal media professional

My Role

Sole UX Researcher & Designer

Timeline

8 weeks (Jan-Feb 2022)

Deliverables

• Research doc
• Wireframes
• Prototype

Tools Used

• Figma
• Zoom
• Google Tools
• Maze

PROBLEM OVERVIEW

Improving the experience of finding and booking media professionals online.

Despite the existence of numerous online platforms specifically designed for discovering professionals, social media and networking have emerged as popular avenues for this purpose. This prompted me to discover the challenges behind using online platforms to book media professionals(e.g photographers, videographers, editors) and explore methods to improve the users experience.

Discovery

PROBLEM SPACE

Uncovering potential areas for improvement in the process of finding media professionals online.

I noticed lately that many people often turn to social media for recommendations rather than using dedicated platforms to find and book media professionals. To shed light on this matter, I took a proactive approach by writing out any assumptions, questions, and desired information that I had on the matter.

I then used the information gathered to inform my research plan. My goal was to uncover potential areas for improvement that could refine the user journey.

EXPLORING THE PROBLEM

Finding information to help improve the user experience and address any existing barriers.

I did a quick study with four photographers, and found that most of their clients find them through social media or good old word-of-mouth. I wanted to gain a deeper understanding of the different methods individuals used to discover media professionals and uncover the underlying motivations for their preference. To discover this I used:

Survey

I chose to run a survey to gain quantitative data on how people find media professionals and the purpose of the search. I created a survey using Google forms and received 80 responses, which were disseminated through social media platforms and forums.

Although the response count fell slightly short of my expectations, the data received still provided valuable insights to gather further analysis and decision-making. I found that:

  • Book photographers infrequently, typically two times a year or less.
  • Businesses exhibit a higher demand for photographers.
  • Social media and word-of-mouth were the most common methods.
  • Online platforms were in the bottom 12%.
  • Reasons for booking media professionals varied widely. Spanning from business-related needs to personal events.

User Interviews

Now that I had data on the most common methods used to find media professionals, I wanted to dig deeper and gain insight into their preferred approach. I also wanted to explore the reasons behind their reluctance to use online platforms.

Research goal
To investigate the factors that influence a user's preference for alternative methods over online platforms when looking for media professionals.

Main research questions
What are the primary factors that influence a users to choose alternative methods? How do users perceive the advantages and disadvantages of alternative methods compared to online platforms? What are the advantages and disadvantages of using online platforms?

Target Audience
Participants that have booked a photographer in the past year.

Recruitment
Using participants from the survey (via social media). Reach out to participants using an email script.

Conducting User Interviews

  • 1 hour remote user interviews
  • 6 users that use alternative methods and 4 users that use online platforms
  • Recorded and transcribed
  • Focus: Preferences and pain points

Competitive Analysis

I conducted a competitive analysis and compiled a list of high-level strengths and weakness, as well as features offered by these competitors. This was helpful for understanding the competitive space. Here are a few strengths and weakness gathered from the analysis:
‍
Strengths:

  • User friendly interface
  • Streamlined request process
  • Transparent pricing

Pain Points:

  • Quality control
  • Limited services
  • Limited to select locations
SYNTHESIS & INSIGHTS

Key opportunity areas

I took my notes, transferred them into Figjam, and grouped/synthesized the information. Based on the insights, I put together a few key opportunity areas to address:

Safety & Trust

"Trust is major thing, especially with a lot of scams out there"

Talent Quality

“...amateur photographers & often doesn’t give me a good selection”

Variety

"... looking for more than the regular photographers...

GAINING A DEEPER UNDERSTANDING

To validate or challenge my existing ideas and assumptions, I conducted user interviews.

Ideation

MORE RESEARXH

Why aren't more users using online platforms to book media professionals?

Methods
I felt that I needed to conduct more research because I was missing information on the photographers. I interviewed with 5 photographers and askked:
-What sites/ if any do you use?
-Advantages/Disadvantages about using online platforms
-How could we make the experience better/


Also if this is what needs to be done. Why aren't more business doing so? It must be a business problem. If I vet/limit talent, how will that benefit the business. How do we bring in high quality talent?

Ideation

FINDING AN OPPORTUNITY

Noticing potential for improvement.

After gaining a solid understanding of the reasons behind people's hesitations to use online platforms and their preferred methods, I saw room for opportunity.  

I brainstormed different solutions, focusing on three primary "how might we" questions. However, brainstorming alone presented its own unique challenges. With no team to bounce ideas off of, I had to prioritize solutions that I could accomplish on my own.

How might we...

1

How might we improve the experience of finding and booking professionals through an online platform?

2

How might we ensure that users have a sense of confidence and trust in the quality of talent available on the platform?

3

How might we make users feel confident throughout the process of finding and booking media professionals online?

USER FLOWS

Starting to plan and account for interface requirements.

I created user flows in order to determine what steps the users needed to take to be able to confidently find and book media professionals. It also helped me:

  • Get a sense of what screens were needed
  • Plan and account for interface requirements

Design

DESIGNING THE INTERFACE

Using figma to create a prototype to test with users.

I used Freeform to complete sketches, transferred them over to figma and began designing wireframes and spent some time creating responsive design system components.

I then created a high-fidelity prototype. Initially, I wanted to create an interactive HTML prototype to test with users, but realized it would take longer than expected doing it on my own, so I created the prototype in Figma.

A glimpse into my earliest design explorations.

Design.

WIREFRAMES

Wireframing a solution

After user flows were finalized, I quickly designed low-fidelity frames to experiment with different visual styles I had in mind. Once I identified a design I believed suited the project, I began focusing on medium-fidelity wireframes. When designing the profile screens, I made the decision to separate the overview from the portfolio to make the layout more organized.

I wanted users to quickly scan through background information without being distracted. I relied on the feedback from the client during this process. Once the client approved of the designs, I began thinking on how I would incorporate UI elements that would add to the professional but lively vibe of the platform.

Wireframing a solution

Wireframe of media professional's profile
Low-fidelity wireframe for search results screen.
Initial medium-fidelity wireframe for search results screen.
Low-fidelity wireframe for service provider's profile
Initial medium-fidelity wireframe for service provider's profile
THE STYLE

Creating a style guide

The client emphasized using a primary dark blue color, which gave me a good start. I used the primary dark blue to create a dynamic color scheme and tweaked the HSB values accordingly. When presented to the client, she recommended adding a gradient. Following her advice, I included a gradient that included two colors already a part of the palette. I also included font styles, CTA buttons, and icons in the style guide. I used this style guide to develop high-fidelity wireframes.

TESTING TO IMPROVE DESIGNS

Conducting usability testing periodically to improve the designs.

I conducted moderated and un-moderated usability testing with users periodically during the later half of the design process. Some were conducted via Maze while others were conducted live on Google Meet. I prioritized the results and used the insights to inform any design revisions along the way.

An early version of the booking process that I tested with users.
FINALS SOLUTIONS: HIGHLIGHTS
SOLUTION #1

Power of recommendations

Users will have the opportunity to view the recommendations of their friends, enhancing trust through a personalized experience.

SOLUTION #2

Range of options

Provided users with a wide range of photography options, including automotive photography, commercial photography, architecture photography, and many others.

SOLUTION #3

Social media intergrated portfolio

Users can explore the portfolios of talented individuals, which are seamlessly integrated with their social media platforms, allowing for up-to-date image viewing. Also each profile includes transparent pricing information, fostering trust and confidence among users.

SOLUTION #1

Get Matched with a media professional.

Giving users a matching feature lets them cut past scrolling through hundreds of media professionals, which was a central pain point among users. The shortened process makes it quicker for users to find talent that meets their needs.

High fidelity wireframe of the Match screen
High fidelity wireframe of the media professionals availability
SOLUTION #2

Quick & Easy Booking Process.

Making the booking process convenient was one of the most critical tasks. We created a feature that allows users to view the media professionals' availability so that they can book on the spot or choose to set up a meeting with the specialist before booking.

SOLUTION #3

Ability to book talent last minute.

Based on interviews and forum research, it was surprisingly common for people to book media professionals last minute for different reasons. We included a feature allowing users to book specialists available in the next 3-48 hours.

a high fidelity wireframe of search results
THE EVOLUTION

Adding more match opportunities

Even though they liked being matched with a service provider, users wanted more choices. To improve, I added 3 match options followed by a screen with providers ranging from 100% to 70% match rate. This offered flexibility, and the client approved.

Being able to compare packages

Users preferred having the ability to compare all packages available to make it easier for them to select the most suitable one. Therefore I added a CTA button and a new screen that listed all packages and their details.

Changes to the booking flow

During testing, we realized that we left out important information, like being able to input the type of photoshoot they wanted and the specific package they were interested in. To address this, I added additional selections to the booking flow.

Adding images back to the overview page

The client reconsidered her decision and wanted to add a few preview images to the overview page. In order to please both the client and the users, I presented users with two options. The variation B proved to be the most popular.

Final Product

Reflection

KEY LEARNINGS

I truly value moderated testing with my users.

• Since I was working on this solo and did not have anyone to offer feedback, to help me make the best possible decisions, I learned to utilized the ladder technique that I learned from Nielsen Norman Group that helped me to look at the problem from different perspectives.

• I also worked on my organization and built my own research repository in Notion.

• I used Maze for the first time while conducting unmoderated studies and although this method was helpful, I learned that I truly value using Zoom to conduct moderated studies with my users.

Next steps

• Enhanced search filter
• Payment functionality
• Service Provider Interviews

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Flash Finder

Website that offers a modern, quick and easy way to find and book media professionals ready to capture your special moments.

My Role

Sole UX/UI Designer

Timeline

3 months

Tools Used

Figma, Miro, & Zoom

Process

Research, Ideation, User Testing, Iterations, Prototype & Client Handoff

OVERVIEW

Flash Finder is a platform that makes connecting with and booking media professionals (photographer, videographers, etc.) fast, convenient and easy to use. Flash finder was the client's concept project. I was introduced to the professional photographer and was interested in bringing her passion project to life. ‍

CHALLENGE

How might we improve
the experience of booking media professionals?

Flash Finder wanted a product where customers that require media professionals can easily browse and book their ideal candidate. The project focused on the customer's side of the platform and how we'd make the booking process more manageable.

SOLUTION

Platform that matches customers with media professionals.

I designed a solution where users can be matched with media professionals who meet their needs. Users can also browse through different service provider's profiles, look at their work and book them in minutes.

To validate or challenge my existing ideas and assumptions, I conducted user interviews to gain a deeper understanding of the target users' experiences. While I was aware of existing methods for users to discover photographers.

I wanted to gather firsthand insights to better comprehend the challenges, frustrations, and overall experiences encountered by users in their quest to find suitable media professionals.