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PROJECT OVERVIEW

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Background

Wscripted+ is a SaaS platform designed for decision-makers, enabling quicker screenplay reading through accelerated audio and featuring a literary assistant.

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Problem

Wscripted introduced a text-to-audio feature on its talent platform, reaching out to 950 producers, achieving a 57% open rate, a 6% click rate, but unfortunately, with a 0% conversion rate.

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Solution

Our goal was to upgrade the user interface by enhancing the UI, adding AI functionalities, and incorporating script reading and reviewing tools for an efficient review process.

Output

  • Website redesign

  • Improved system usability score from 54 to 84

My Role

Led a team of four UI/UX designers, overseeing both research and design initiatives.

Conducted user research, contributed to the designs, and handled project management duties.

What I did 

  • Led UI/UX design 

  • Handled project manager duties

  • Managed the user research

  • Mapped out the UX flows

  • Co-created design system

  • Delivered executive presentations to CEO

EVALUATING CURRENT WEBSITE

Current website scored 54 out of 100 on system usability score 

Using the system usability score (SUS) method, we aimed to assess the product's current state and pinpoint areas of confusion and uncover pain points in the customer journey. Participants found website orientation, credit system understanding, call-to-action button visibility, and feedback banner placement to be unclear and misleading.

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Current Dashboard as of May 2023 

UNDERSTAND THE USER BASE

Validated business assumptions

I conducted five user interviews to gain insights and validate assumptions on how producers review scripts. This exploration ensured the following goals would be met by the redesign:

  1. AI-generated script coverage will be accurate and time-saving.

  2. Comparing gender representation data is insightful.

  3. Text-to-audio translation is efficient and enables multitasking.

  4. People are willing to pay for a subscription and additional script uploads.

I identified common themes using an affinity diagram approach. Here is what I discovered:​

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  1. Believe text-to-audio increases efficiency

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  1. Want a text-to-audio feature

  2. Rely on interns for initial script screening coverage

  3. Would be open to an AI-generated coverage

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  1. Struggle to prioritize and organize scripts

  2. Need script coverage to include logline, synopsis, analysis

  3. Prefer scripts to represent women in all context

IDEATING

3 areas of opportunity to boost conversion and sign-up rates

Through user research, we identified three key areas aligned with the business goals to focus on for our MVP.

1

Improve the look and feel

2

AI generated script evaluations

3

Script reading and review tools

TESTING

Second round of usability test with 6 participants 

We gathered feedback from six participants to compare current and proposed version usability and validate the effectiveness of the changes. This time, we specifically asked for their input on the initial design solution.

ITERATING

2 major iterations based on user feedback

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Minimizing the learning curve with interactive walk-throughs 

​User testing insights:

  • 90% did not find the script status until prompted.

  • 60% did not intuitively use the toolbar to view notes.

Actions taken:

  • We implemented tutorial sessions to assist beginners

  • Added tooltips that appear when seasoned individuals hover over certain elements. 

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Reducing credit system confusion with tooltips

​User testing insights:

  • 40% understood that 1 credit would be deducted with every upload.

Action taken:

  • To address a common misunderstanding about the credit system, we introduced an information tooltip on the upload screen and homepage. The tooltip appears in a pop-up window, providing clarity on how the credit system works.

IMPROVEMENT TRACKING

Increased system usability score to 84

By comparing the results of both usability tests side by side, we managed to cut task time in half and effectively addressed the users' significant points of confusion. Furthermore, we significantly enhanced the system usability score (SUS) by 30%.

SOLUTION

Improving user interface

Improved the look and feel

  • Provided direct access to ​the Wscripted+ dashboard

  • Updated iconography and message banners

  • Implemented card-based design for ease of content scanning

AI generated script evaluations

  • Scripted coverage that includes a logline, synopsis, and comment analysis.

  • Provided gender representation analysis that includes gender character count and Bechdel test results.

AI generated script evaluations
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Script reading and reviewing tools

  • Improved text-to-audio feature

  • Tailored commenting for role-specific feedback

  • Exported role specific script information  

SHARE BACK TO THE CLIENT

Our client initially requested AI features, but our efforts revealed potential as a script management platform

We presented this opportunity during the client handoff meeting. While the client is currently evaluating this work internally, we hope it will be pursued further.

FINAL THOUGHTS

Prioritizing features and navigating scope 

Due to limited resources and time constraints, we focused on the screening and reading aspects of the application. As we moved into the iteration phase, we inadvertently incorporated elements of another phase that fell outside our intended scope.

 

From this error, I learned the importance of aligning with my stakeholders and team on a feature prioritization list that ensures correct scope prior to investing significant time and manages feature creep as the project progresses in its development.​

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