CastingCouch
The Define Stage
In the Define stage, we synthesised the insights and observations gathered during the Empathise stage to clearly articulate the problem we aim to solve.
​
This stage involves synthesising the data collected during the Empathize stage and identifying the key insights that emerged. It also involves developing a deep understanding of the users' needs, motivations, and behaviours to ensure that the problem statement is focused on addressing their real needs and challenges.
Synthesise Data Gathered
We collected both quantitative and qualitative data from our user study.
For the quantitative data, it was more straightforward for us to determine the key issue as a group as we could visually compare the data through graphs and charts.
​
For the qualitative data, we decided to use affinity diagrams to aid us in categorising the responses into themes.
Quantitative Data Analysis
From our survey, we managed to gather 30 responses from about 120 respondents. As google forms provide automatic collation of data into graphs, we were able to make use of them in our data analysis.
​
According to the first graph, the majority of respondents (86.7%) used Facebook to apply for auditions and casting calls. Telegram groups were the second most popular option, with 46.7% of respondents using it, followed by word of mouth at 30%.
​
From the second graph, we noticed that the majority of the respondents were unsatisfied with the current platforms they used since over 70% of the responses were in the range of 2 to 3.
​
Based on the third graph, we got to know the key factors that performers consider in their application for auditions, which were role, description of the shoot, salary, date of the audition, and appearance requirement.
Affinity Diagram Building
Identifying Key Insights
Our analysis of the gathered data has provided us with a clear understanding of the needs, goals, and pain points experienced by our target users. Based on this understanding, we have identified the problem that our team is trying to address, which has been reframed into three key user tasks which will be the primary focus of our design.
Key User Tasks
After analysing the data obtained from the user study, we have identified three essential user tasks that we need to address for our primary user groups.
These primary user groups are performers and production companies (which we refer to as “companies” for short).
Users are able to submit all relevant information in one go to apply for auditions
The platform should simplify the application process by creating an account for performers to upload all relevant information about them once-off, so that they can submit the required information for different listings in one go, without the need for repetitive template emails or multiple attachments.
Users are able to view and apply for audition roles easily
The platform should enable performers to find and apply for relevant opportunities on the platform without any hassle. This would include being able to filter and sort the listings with ease and reviewing the details in an organised manner.
Users are able to create listings and review profiles easily
The platform should allow companies to easily post their casting calls with descriptions of their needs, such as the roles, age, and other relevant details, in a guided manner. Once the listing is posted, the company should be able to review the applicants who have applied for the role and fit the requirements based on the information provided in the applicants’ profiles and applications.
Personas
To ensure that our design decisions are centred around the needs, goals and behaviours of our primary user groups (performers and production companies), we created two personas based on the quantitative and qualitative data we collected during our user study, as well as our data analysis results.
These personas provide a vivid representation of our user groups and help us empathise with them. By “stepping in their shoes'', we are better equipped to create solutions that are tailored to their specific needs. Overall, the personas we developed serve as a reminder to us to keep our users at the forefront of our design process.
