Problem Context

At Futuretheory, our team identified a significant gap in the creative industry's workflow. The process of coordinating photoshoots and other creative projects was fragmented and inefficient, with studios, equipment, and talent scattered across different platforms. This disjointed system led to:

1. Increased time spent on logistics rather than creative work
2. Potential missed opportunities due to scheduling conflicts
3. Difficulty in comparing options and prices across different services
4. Inconsistent booking experiences for each element of a project

Our existing Bookeh website, built using a WordPress Directory Plugin called Directorist, provided basic search and directory features for studios. However, it fell short of addressing the complex needs of creative professionals trying to orchestrate multi-faceted projects that involve hiring talent and equipment.

Problem Statement

How might we create a unified platform that enables creative professionals to streamline their entire creative production process?

Project Goals

1. Consolidate the search and booking process for studios, equipment, and talent into a single, user-friendly platform
2. Improve the search functionality to allow for more nuanced and efficient discovery of resources
3. Implement features that facilitate easy comparison of options across different categories
4. Develop a standardised booking and communication system to streamline project coordination
5. Enhance the user experience to reduce time spent on logistics and increase time available for creative work

By addressing these challenges, we aim to transform Bookeh from a simple directory into an indispensable tool for creative professionals, setting a new standard for project coordination in the industry.

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Solution:

1. Unified search interface for studios, equipment, and talent

• Streamlines the discovery process for all project resources
• Map-based search results with pricing overlay - Allows for easy comparison of options based on location, price, and ratings
• Highlight top-rated resources in search results.

2. Integrated Project Coordination Hub

• In-platform messaging system centralises communication and coordination for entire projects
• Shared calendar for aligning availabilities of talent, studio, and equipment simplifies the process of aligning schedules across multiple parties
• Addresses the challenge of coordinating across different platforms

3. Dynamic Resource Comparison Tool

• Interactive comparison interface allowing users to evaluate multiple studios, equipment, and talent options simultaneously
• Provides transparent and comprehensive information upfront
• Display social proof metrics like "Number of successful projects," "Repeat bookings," or "Collaborations with top photographers" on resource profiles.

Approach

*Greyed out text indicate steps have not be implemented

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Research

• Competitive Analysis
  • Explore and analyse existing booking/directory sites
• User Interviews (3)
  • Understanding the user journey, user needs, and pain points of various stakeholders
• User Testing (2)
  • Observing photographer’s journey on the current website

I divided the research into two phases – a primary research phase where I investigate the context of the problem, the photoshoot co-ordination process, and audited the existing website.This was followed by a secondary research phase where I conducted 3 user interviews, and then synthesised all of this data into an affinity map that helped us build personas, journey maps, and design ideas.I identified our stakeholders, mapped out the photoshoot coordination process, and took a look at some of the solutions currently present in their workflow.Stakeholders:

• Photographers
• Studio Owners
• Talents

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Competitive Analysis + The Gap

I analysed different booking sites that focused on space, talent, and equipment hire. I found that none of them had all three resources consolidated into a centralised directory hub. This validated that idea that Bookeh could fill that gap in the market.

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User Interviews

I interviewed a photographer, a model agency owner and a studio owner/photographer to understand their consideration process and pain points when finding and booking a studio/talent.

Research Questions:

1. What is your occupation/role and tell me what your typical day is like.
2. Tell me about the last you had to coordinate a shoot for a client?
3. What are the main challenges or pain points you encounter during this process?
4. What are the key factors you consider when trying to find equipment, space and talent?
5. Can you describe any frustrations or difficulties you’ve experienced with existing tools or methods?

User Testing

After the interviews, I conducted a user testing session with the beta site that’s been published to observe how users would use the directory tool.

Link to video: https://drive.google.com/file/d/1vCFm9rBBEdW4voSDAnFsoufT6kM6OaLn/view?usp=drive_link

Analysis

After recording and transcribing the interviews, I then synthesise the collected data into an affinity map to help form insights and brainstorm design ideas.

Insights

Based on the affinity map, I generated the following key insights.

Insight 1: Photographers depend on personal recommendations and word-of-mouth referrals.

Photographers rely on a variety of search methods, including social media, Google, word of mouth, and specialised platforms (e.g., KITA for talent). However, they’re first method of search is through their own network as they trust their contacts to only recommend  reliable resources for their projects.

“I usually call up whoever is in the area - and if they don't have anything available, I'd start googling and comparing."

Bookeh should incorporate social proof and referral systems into its search functionality.

Insight 2: Aligning schedules between studios, talent, and internal teams is a significant pain point

Phone call or text message is the primary mode of communication, but studios, talent and internal teams are not often in the same group chat or even on the same platforms - making aligning schedules a challenge.

“I don't like going back and forth with someone"

”I would like to use a feature where - like Airbnb does it  - where you message and book"

An integrated project management tool with shared calendars and real-time updates could address these coordination issues.

Insight 3: Photographers want studios to be transparent about their rates, offerings and policies.

Studios are not always clear and upfront about their rates, offerings and policies which photographers find frustrating as budget considerations are a top priority for them. The following are considerations photographers take before booking a studio

• studio size, equipment, and available spaces.
• studio policies regarding bringing own equipment or photographers
• Clear, upfront pricing with no hidden fees
• 3D maps and comprehensive photo galleries are valued for assessing studios.

“They were just putting all these random charges on us to....it felt like they were just trying to squeeze us for every cent that we had"

Standardise listing information to include pricing terms, detailed specifications, virtual tours, studio policies and high-quality visuals.

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Personas

Based on our insights and observations from the research methods, we created two personas that captured the essence of our users and their characteristics.

Journey Maps

Due to time constraints, I decided to focus solely on our primary target audience, photographers and formed a journey map to understand their needs and frustrations.

Feature Ideation

I then used the impact/effort matrix to decide on features to add onto the Bookeh Site.

Design Improvements

1. Simplify Homepage

Based on initial user testings, I found that users don't scroll past the header, preferring to use the search function to find what they want.

The solution was to include only a search bar and the most popular results.

2. Product Detail Page (PDP) Improvements

Current product detail pages (PDPs) does not prioritise pricing and availability which is an important factor when choosing a studio. Current PDP does not show pricing on the map.

Solution:

1. Add pricing, availability, gallery and save button to PDP cards.
2. Include pricing on the map to help users visually compare prices and locations.

3. Integrating Social Proof into Bookeh's Centralised Directory

In order to enhance trust among photographers, Bookeh has to leverage the existing trust networks of photographers to build credibility for the platform.

To intergrate social proof, the following solutions can be implemented:

• User-Generated Reviews and Ratings - Allow verified users to leave detailed reviews and ratings for studios, equipment, and talent.
• Network Visualization - Show connections between users and resources (e.g., "Your colleague X has worked with this studio").
• Collaborative Lists and Collections - Enable users to create and share curated lists of preferred resources.
• Social Proof Metrics - Display metrics like "Number of successful projects," "Repeat bookings," or "Collaborations with top photographers" on resource profiles.

Final Product

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Style Guide

Link to full Figma file

Reflections

This was my first ever UX design project. Balancing this personal UX project completely solo with full-time work definitely presented some challenges and learning opportunities.

Be realistic about timelines and find workarounds - By dedicating an hour before work three days a week, I managed to improve my UX design skills and work on a photography directory website that aligned with my interests and filled a potential market gap. However, time constraints led to fewer interviews than planned and an extended project timeline. Instead of waiting for user interviews, I should’ve made a start on the prototype than validate the design once I’ve collected data from the interviews.

‍Managing user interviews: I discovered the importance of creating user journey maps before structuring interview questions, and the need for thorough preparation to handle spontaneous follow-up questions effectively. I only realised after the interview that I didn’t follow up more on certain parts of the photographer’s process - leaving gaps in the user journey I’ve created.

No need for fancy tools: When dealing with non-techy Simplicity in tool selection proved crucial, leading me to revert to familiar platforms like Zoom and Otter for seamless communication and transcription. This experience highlighted the value of continuous improvement in UX research methods and the need for ongoing refinement of techniques.

Next Steps

I would love to eventually advance Bookeh from concept to reality. If given the time, I would start developing and testing a high-fidelity prototype with diverse users, and collaborate with a developer to roll out features incrementally. To prepare for potential future development, I'll refine the business model and create a strategy for onboarding initial studios, equipment providers, and talent to populate the platform.

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