Casting Platform Website & iPhone App
Founded in 1996, a commercial casting company has cast over 10,000 commercial campaigns, including Super Bowl ads and major PSAs, across comedy, beauty, drama, kids content, and authentic “real people” casting — sourcing everyone from niche professionals to celebrity athletes. Designed a digital platform concept (website + iPhone app) to modernize its external presence and internal casting workflows.
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Create a clean, credible, and easily maintainable website while introducing structured, system-driven processes to replace manual coordination — with clear presentation of services and projects, content the team can update without technical support, streamlined communication with agents and actors, and structured collection of booking materials.
Redesigned the public-facing website for clarity, credibility, and usability, and conceptualized workflow automation for booking, communication, and document collection, with experiences designed for both external users (agents, actors) and internal stakeholders (the casting team). Used the Business Model Canvas to identify digital impact areas and the HCD framework — persona, empathy, and journey maps — to guide the design, and validated insights and deliverables with partner stakeholders through coordinator checkpoints and workshops.
A redesigned website and a high-fidelity iPhone prototype (~25 screens of workflows) showing how agents, actors, and clients interact with the platform and how core workflows extend to mobile, built around standardized requests, time-bound responses, and automated tracking to reduce manual follow-ups. Presented to the founder and executive team. Scoped to design and prototyping only — no software development, advanced data engineering or integrations, or production deployment.