To create an intuitive mobile membership portal for SAG-AFTRA members to manage their account.
SAG-AFTRA wanted to provide their members a mobile experience to help them manage their membership. Through stakeholder interviews we defined the key features to focus on initially, then went on to various research methods to uncover other user needs and goals.
Members were only able to mange their account through the main website and mail inquiries. The ease of managing their account information, messaging, promotions, residuals, searching for production listings and associated on-set information was limited.
While crafting the end-to-end experience with the team, I primarily focused on research, information architecture, wireframes and prototyping.
1. UNDERSTAND USER NEEDS AND GOALS THROUGH DISCOVERY & USER INTERVIEWS
5 core SAG-AFTRA stakeholders were interviewed to uncover project requirements, needs and problems to be solved. Follow up questionnaires were then sent to reinforce the captured information and make sure the team was aligned. After the stakeholder interviews, we interviewed 8 SAG-AFTRA members to get their take on their current experience on the SAG-AFTRA website, membership management issues and wishlist items.
2. CONTENT AUDIT FOR CURRENT WEBSITE
A content audit of the main website was performed to identify current membership features, functionality, content and pages. A Gap Analysis followed to identify new needs as proposed through the stakeholder and user interviews
3. PERSONAS, USER FLOWS & SITEMAPS
Once the core features, functionality and content was defined, user flows were created to document the key persona paths within the app. The personas were defined by the stakeholder and user interviews and helped to inform the wireframe flow.
4. WIREFRAMES & PROTOTYPING
A 52 screen wireframe prototype was created to reflect functionality, user flow and overall UI placement. This allowed us to have less room for error in the visual design phase as well as development.
5. ANALYTICS OPTIMIZATION REPORTING
3 months after the launch of the SAG-AFTRA app, a quantitative analytics report & market research was conducted to optimize and improve the product. A 15 page report was delivered to client with recommendations for improvement.
The app launched successfully after 8 months of production, retaining and engaging the core base of the members.