ROLE
Project Lead
SKILLS
Design Leadership | Product Design
OVERVIEW
Movie marketer’s portal is a central space for all movie marketing campaigns and is designed to optimize marketers’ workflow. The client was an entertainment technology company and I led design solution and the team of 4 designers.
problem
Movie marketing campaign is an accumulation of multiple years of work by multiple teams and departments. But the tool to support that is wildly fragmented.
Too many tools
There are more than 300+ tools that are used internally and the tools are scattered, without a hub that connects all into one.
Files live everywhere
Due to so many internal tools being utilized, file exchange occurs in various platforms and there’s no one central place to keep track of everything.
No single source of truth
Since files are scattered all over the place, it is challenging to find the most updated version.
Lack of transparency between teams
Movie marketing is a collaboration work between 30+ teams. However, there’s a lack of communication between them and a lack of knowledge of the other team’s progress.
goal
Make a centralized platform that provides access to real-time data at a glance, enables frictionless collaboration, and supports the management of the full marketing cycle.
SUCCESS METRICS
1. Frictionless transition
Build an experience so intuitive and effortless and familiar to the current workflow.
2. Pervasive adoption
Increase adoption from executives to doers, from content creators to content consumers. Make more people use marketing tools.
3. Reduced context switch
Make users see the value of a unified platform — “one location, one login, many jobs well done.”
4. Optimized workflow
Increase productivity and customer satisfaction with process automation, AI-based recommendation and user-driven personalization.
DESIGN FOUNDATION
Before diving in, I established solid design foundation to hold 300+ tools and their users.
I allocated ample time for the team to carry out contextual user research, stakeholder interviews, tools download, brand understanding, and competitive/comparative analysis. Learnings were synthesized into these artifacts.
Information Architecture
Maps how prioritized features and tools are integrated into one platform
Spatial Model
Defines how components are placed in Z-space and behave in relation to each other
Visual Design Components
Communicates visual design language that expresses brand and leads to component library
design strategy: the landing page
The landing page is a gateway to start daily workflows, making it a crucial experience of the platform. And here are my design strategies.
Make It Quick and Glanceable
Modularize content to make the landing page simple and quick to digest. Each module surfaces a link to a page with more details.
Prioritize Data
Each module on the landing page only surfaces relevant information by prioritizing data that’s most relevant to the user on that day, at that time.
Personalize the Experience: IC vs Manager View
There are two different user groups: individual contributors, who are interested in the tasks they need to accomplish that day and managers, who need a zoomed-out view of all the movies released and high level insights. To cater to both users, create two different views of the landing page.
IC View
Manager View
Give Context
Present data without losing context. For example, when a movie is selected from movie carousel, filter the entire landing page modules by the selected movie and clearly indicate the selection.
Give Personal Touch
Bring human touch to enterprise tools. Pay attention to the design details such as hello message and the team members profile photos. Elevate personal feel to the heavy work and performance focused platform.
Impact
We’re only half way through the project, but have made a significant impact.
Already sunsetted 15+ tools
Brought in 13+ different teams into one place
Found significant decrease in time locating information