Project name: CastingForm
Location: USA, CA
Project Type: Web-service and app for hiring actors for Apple TV, HBO, Netflix
Role: UX/UI Lead Designer
Team: 2 designers
What I did: Design, research, UI, art direction

I held the position of UX/UI lead in Casting Form. Along with the CPO and a team of 2 designers, we pivoted the product from a complex technological admin panel for casting directors to a platform similar in concept to AirBnB for finding and paying actors.

I conducted expert interviews, created a service map of actor-casting director interactions with major studios (HBO, Apple TV, Netflix), and designed a new web service and mobile application based on it. Additionally, I developed an updated script for conducting actor challenges within the app and created the design for an NFT collection that was presented at the NFT London 2022 conference.

These efforts resulted in a 24% increase in retention in the service and the formation of a core group of loyal actor users who are spreading the application virally.

The acting challenges that were conducted using the updated flow of challenges in the Casting Form app allowed the user base to expand from a few thousand to more than 23,000 actors.

In order to streamline the casting process for directors and actors so that they can find each other more quickly for collaboration, I have created a service blueprint with a description of each step, actions within the system, actions hidden from the user, and additional touches with the user. This has allowed us to reduce the main flow of the updated application by more than 5 steps (stages).

Based on the results of tests conducted with casting directors, I have developed a new version of the actor booking page. This has reduced the cognitive load on the user and allowed them to make a booking decision in 3-5 seconds (compared to previous tests before the redesign, which took 1-2 minutes or users were unable to complete the task).

I also participated in the development of new UI components related to loading and viewing actor video clips, participating in challenges, social aspects (likes, comments), and the status of actors' readiness to accept job offers.

Additionally, after conducting market research in the creative industries, I designed an NFT collection for CastingForm, which was presented at the NFT London conference. This allows young actors who join CastingForm to have a passive income in the future, as CastingForm provides them with NFTs as community members. The NFTs contain unique content, scenes from auditions, and short videos that can increase in value as the actor becomes more popular and signs contracts with major studios