Developing an MVP of the Networking app
for TV production professionals.

Developing an MVP of the Networking app for TV production professionals.

Design lead

Mobile app

5 months, ongoing

Media & HR industry

MVP Development

Problem

German TV production companies and TV production professionals face an outdated and inefficient staffing process, hindering their ability to hire skilled crew members effectively.

Solution

A professional networking platform that simplifies the staffing process for TV production companies and media professionals in Germany.

Opportunity

The TWORK App was designed to address the challenges of TV production professionals and recruiters by providing a user-friendly platform to connect them seamlessly, enabling easy hiring of skilled crew members based on availability, skills, and location..

Process

I adhered to the user-centered design principles and implemented an iterative approach aligned with the design thinking process to deeply understand my users and enhance the solutions.

Empathizing

Traditional methods of talent sourcing in the film and TV production industry often fall short, leading to delays, frustration, and a fragmented ecosystem of disconnected professionals.

Observing the Facts

In 2022

the German film sector, a specialized segment of the broader media and entertainment industry which includes TV film and series production, employed approximately 67,000 people.*

*Goldmedia GmbH Strategy Consulting (standortmonitor.net) as of November 2023.

20,000

qualified freelancers have the opportunity to bridge the gap between themselves and opportunities by showcasing their expertise, availability, and portfolios – the total potential customer pool.

780

production companies and their recruiters, who could easily find suitable candidates for their specific projects and initiate contact, streamlining the matchmaking process in the industry.

Competitive Landscape

An analysis of existing solutions in the TV production industry revealed a fragmented landscape, with various platforms serving specific niches.

Key Findings

Invitation-only groups

In addition to the mentioned platforms, Telegram, WhatsApp and Facebook messaging groups are gaining traction, though they are often invitation-only and cater to more niche communities.

Lack networking features

DWDL, with its longstanding reputation and user base, along with Crew-United and LinkedIn may lack either a wider reach and comprehensive networking features or are not specifically tailored for the TV industry.

Limited in Germany

Glimmer (formerly Storyhunter) introduced a more streamlined experience for both parties – brands and creators – yet its popularity is primarily concentrated in the United States.

Listening to the Target Groups

Interacting with potential users like recruiting TV producers and freelancers provided deep insights into their daily routines and struggles.

4

Expert
Interviews

with

CEO & Executive Producer,
freelance TV Producers,
Production coordinator

20

Surveys

with

freelance Camera Operators,  TV Field Producers, Sound Engineer, Executive Producer, Production Managers

1

Industry Report

Industry
Report

“Working Conditions  in Film & Television and Best Practice   Analysis”

Goldmedia GmbH  Strategy Consulting

Key Insights & Opinions

The following quotes come from real representatives of the TV production industry describing the challenges they are facing when it comes to networking and securing new opportunities.

All quotes were collected during this project through interviews and surveys.
The portraits are fictional and used solely for illustrative purposes.

“There's a lack of central platforms tailored to our specific needs in the TV branch."
CEO & Executive Producer
– Berlin –
"Short notice and unpredictable planning are frustrating. Often, I decline new inquiries due to existing bookings."
Sound Engineer
– Cologne –
"I am relying on private calls, the process is cluttered and luck-based."
Freelance TV Producer
– Berlin –
"The main challenge is the lack of a centralized system to see at a glance the availability, capabilities, rates, and invoicing methods of potential staff."
TV Production Recruiter
– Hamburg –
"Managing time and planning open slots is crucial. Most new assignments come through recommendations."
Camera Operator
– Munich –
"The recruiting process is not particularly effective; the response is mediocre, and it's hard to judge the applicants' actual skills."
Senior Post-Production Manager
– Cologne –

“There's a lack of central platforms tailored to our specific needs in the TV branch."
CEO & Executive Producer
– Berlin –
"Short notice and unpredictable planning are frustrating. Often, I decline new inquiries due to existing bookings."
Sound Engineer
– Cologne –
"I am relying on private calls, the process is cluttered and luck-based."
Freelance TV Producer
– Berlin –
"The main challenge is the lack of a centralized system to see at a glance the availability, capabilities, rates, and invoicing methods of potential staff."
TV Production Recruiter
– Hamburg –
"Managing time and planning open slots is crucial. Most new assignments come through recommendations."
Camera Operator
– Munich –
"The recruiting process is not particularly effective; the response is mediocre, and it's hard to judge the applicants' actual skills."
Senior Post-Production Manager
– Cologne –

“There's a lack of central platforms tailored to our specific needs in the TV branch."
CEO & Executive Producer
– Berlin –
"Short notice and unpredictable planning are frustrating. Often, I decline new inquiries due to existing bookings."
Sound Engineer
– Cologne –
"I am relying on private calls, the process is cluttered and luck-based."
Freelance TV Producer
– Berlin –
"The main challenge is the lack of a centralized system to see at a glance the availability, capabilities, rates, and invoicing methods of potential staff."
TV Production Recruiter
– Hamburg –
"Managing time and planning open slots is crucial. Most new assignments come through recommendations."
Camera Operator
– Munich –
"The recruiting process is not particularly effective; the response is mediocre, and it's hard to judge the applicants' actual skills."
Senior Post-Production Manager
– Cologne –

Define

Based upon my research, I started to form a general idea about the various users within my focus area.

I used affinity diagrams, user personas, empathy maps and user journeys in this step.

Based upon my research, I started to form a general idea about the various users within my focus area.

I used affinity diagrams, user personas, empathy maps and user journeys in this step.

Key Insights

Recruiters

sought a user-friendly system that streamlined the recruitment process, saving them precious time and effort.

Freelancers

yearned for a platform that would amplify their visibility, providing a central hub for showcasing their skills and experience.

TV production professionals desire an up-to-date, transparent, and reliable platform – a central hub that brings opportunities to their fingertips.

Crafting

User Personas

Ensuring that the resulting design solutions are user-centric and effective for both potential user groups I created two user personas.

Victoria Fern

“The Storytelling Producer”

45, Cologne

&

Tobias Kater

“The Visionary Editor”

35, Berlin

Victoria Fern

“The Storytelling Producer”

45, Cologne

&

Tobias Kater

“The Visionary Editor”

35, Berlin

Victoria

Recruiter

"Finding good personnel is currently very challenging due to high demand."

Victoria, the executive producer, represented the challenges  faced by recruiters.

Needs

Access to a broad pool of qualified freelancers
Smooth recruitment and negotiation process
Effective management of project timelines and freelancer tasks
Maintaining high production standards while adhering to budget constraints

Pain Points

Challenges in finding the right talent quickly
Managing tight production schedules
Balancing creative aspirations with budget constraints

More about Victoria

Tobias

Freelancer

"Most new assignments come through recommendations."

Tobias, the freelance video editor, emerged as a persona that embodied the challenges and aspirations of freelancers.

Needs

Easy discovery of relevant job opportunities
Clear communication with potential employers
Streamlined process for applying and negotiating terms
Receiving timely responses and feedback

Pain Points

Industry's reliance on personal connections
Inconsistent job availability
Negotiating fair rates
Finding opportunities that align with his skills

More about Tobias

Defining my Market

To define my market as a group of people and the job they are trying to get done I used the Jobs-to-be-Done (JTBD) Market Definition Canvas.

This framework provides that stable focal point around which I can create value.

To define my market as a group of people and the job they are trying to get done I used the Jobs-to-be-Done (JTBD) Market Definition Canvas.

This framework provides that stable focal point around which I can create value.

Decisions based on Research and Data

The needs and expectations of the target groups as well as the JTBD market definition brought to life the functionalities for the potential new solution.

Designing for 2 user groups

Consideration of two different target user groups required an app design where different user types are involved ensuring an intuitive user experience.

This ensures that each user group enjoys a tailored experience and has areas for interaction and access to common information.

Navigation

The navigation map of the app shows how the app balances shared (grey-marked) and exclusive spaces (black for recruiters, white for freelancers).

Show the Nav Map

Shaping the

App

Inspired by user insights, the TWORK App took shape. Its design, guided by user-centered principles, catered to the specific needs of both freelancers and recruiters.

Functional appeal

One of the key aspect I learned was achieving a harmony between functionality and visual appeal. Ensuring the app was not only visually captivating but also effortlessly navigable was of great importance.

Open Style Guide

Home / Dashboard

The main area of the app contains 3 tabs: for job postings in Projects, for user profiles in Talents, and for the latest Industry News.
User Profile with app Settings and Universal Search are accessible at the top of every screen.
Bottom navigation has been reduced to the necessary minimum in the form of a set of floating buttons.

Profile Cards

The Talents tab contains categorised user profiles that show all relevant information at a glance: Name, location, daily rates and job roles, online status, number of projects completed, and reviews from other collaborators.