WEBSITE DESIGN
After completing PAYNT’s final app prototype, I reiterated the UX design process to produce a responsive website. This timeline benefitted from my prior research and the existence of a style guide.
Given sparse imagery was a necessity to optimise this product’s functionality, I wanted to celebrate the brand’s iconography instead. To do this, I presented the key icons that users will require on the website login page as a low-opacity background pattern.
XXX
By placing the “+” symbol in the middle of the main navigation bar, it encourages users to fulfil the main objective of the app: to upload documents and invoices.
Meet Jack
Age: 25
Education: PHd in Data Science
Home town: Dorset
Family: Lives with his two friends from school
Occupation: Civil Servant
List Cataloguer
STORY: I have watched and rewatched every pop culture film that exists. For me, films are like songs I can repeat again and again and I love to recommend films I know people will love.
GOALS: Jack wants to make lists of different types of films, as if they’re playlists. He wants to make up to date lists that reach the people who will appreciate them.
FRUSTRATIONS: Lists are the main reason Jack uses the app so he is annoyed they are so difficult to find.
Meet Sophie
Age: 35
Education: Masters degree in PR and marketing
Home town: Surrey
Family: Lives with her husband and 2 infants
Occupation: Marketing Manager
STORY: With two young kids, pets, and a full-time job, I don’t have time to research films so I use Letterboxd whenever someone recommends something good. I’ll just quickly add it to a list for later.
GOALS: To be able to casually open and use the app mid-conversation and then when it comes to watching, to quickly see which of her listed films are available on Amazon Prime.
FRUSTRATIONS: The navigation is so unintuitive, meaning Sophie often adds film recommendations to lists instead — only to never refer back to them later.
The Inspiration Seeker
Meet Sophie
Age: 35
Education: Masters degree in PR and marketing
Home town: Surrey
Family: Lives with her husband and 2 infants
Occupation: Marketing Manager
STORY: With two young kids, pets, and a full-time job, I don’t have time to research films so I use Letterboxd whenever someone recommends something good. I’ll just quickly add it to a list for later.
GOALS: To be able to casually open and use the app mid-conversation and then when it comes to watching, to quickly see which of her listed films are available on Amazon Prime.
FRUSTRATIONS: The navigation is so unintuitive, meaning Sophie often adds film recommendations to lists instead — only to never refer back to them later.
The Inspiration Seeker
Meet Ashish
Age: 31
Education: A levels
Home town: Ericiera, Portugal
Family: Lives with his girlfriend
Occupation: Bartender
Amateur Critic
STORY: I write film reviews for an independent magazine and so Letterboxd helps me stay plugged in to what people are watching and what the general consensus is among viewers.
GOALS: To easily discover films within very specific niches, find out which films are popular now, and to gauge the most common things people are saying.
FRUSTRATIONS: He wants to be able to search for and discover new films according to very specific regions and niches but the filters do not cater to this. He also has to spend too long clicking about to then troll through reviews.
Meet Liang
Age: 22
Education: Studying Undergraduate degree in Italian and French
Home town: Leicester
Family: Rents with three others
Occupation: Student
The Social watcher
STORY: While I’m studying abroad in Italy, I spend at least one night a week watching a film. For me, Letterboxd is a great way to stay in touch with my movie geek friends from back home.
GOALS: See and interact with what her friends have watched, liked, rated and reviewed and have them respond to her film activity too.
FRUSTRATIONS: As she receives the same information and notifications repeatedly across different app pages, she often misses her friends’ activity if it’s not happened in the past two days.
Meet Sophie
Age: 35
Education: Masters degree in PR and marketing
Home town: Surrey
Family: Lives with her husband and 2 infants
Occupation: Marketing Manager
The Inspiration Seeker
STORY: With two young kids, pets, and a full-time job, I don’t have time to research films so I use Letterboxd whenever someone recommends something good. I’ll just quickly add it to a list for later.
GOALS: To be able to casually open and use the app mid-conversation and then when it comes to watching, to quickly see which of her listed films are available on Amazon Prime.
FRUSTRATIONS: The navigation is so unintuitive, meaning Sophie often adds film recommendations to lists instead — only to never refer back to them later.
Meet Jack
Age: 25
Education: PhD in Data Science
Home town: Dorset
Family: Lives with his two friends from school
Occupation: Civil Servant
The List Cataloguer
STORY: I have watched and rewatched every pop culture film that exists. For me, films are like songs I can repeat again and again and I love to recommend films I know people will love.
GOALS: Jack wants to make lists of different types of films, as if they’re playlists. He wants to make up to date lists that reach the people who will appreciate them.
FRUSTRATIONS: Lists are the main reason Jack uses the app so he is annoyed they are so difficult to find.
Meet Liang
Age: 22
Education: Studying Undergraduate degree in Italian and French
Home town: Leicester
Family: Rents with three others
Occupation: Student
The Social Watcher
STORY: While I’m studying abroad in Italy, I spend at least one night a week watching a film. For me, Letterboxd is a great way to stay in touch with my movie geek friends from back home.
GOALS: See and interact with what her friends have watched, liked, rated and reviewed and have them respond to her film activity too.
FRUSTRATIONS: As she receives the same information and notifications repeatedly across different app pages, she often misses her friends’ activity if it’s not happened in the past two days.
Meet Ashish
Age: 31
Education: A Levels
Home town: Ericiera, Portugal
Family: Lives with girlfriend
Occupation: Bartender and actor
The Amateur Critic
STORY: I write film reviews for an indie mag and Letterboxd helps me plug in to what people are watching and the general consensus among viewers.
GOALS: To easily discover new films within very specific niches, find out which films are popular now, and to gauge the most common things people are saying about each film.
FRUSTRATIONS: He wants to be able to search for and discover new films according to very specific regions and niches that the filters do not cater to. He also has to spend too long clicking about to then troll through reviews.
Meet Sophie
Age: 35
Education: Masters degree in PR and marketing
Home town: Surrey
Family: Lives with her husband and 2 infants
Occupation: Marketing Manager
The Inspiration Seeker
STORY: With two young kids, pets, and a full-time job, I don’t have time to research films so I use Letterboxd whenever someone recommends something good. I’ll just quickly add it to a list for later.
GOALS: To be able to casually open and use the app mid-conversation and then when it comes to watching, to quickly see which of her listed films are available on Amazon Prime.
FRUSTRATIONS: The navigation is so unintuitive, meaning Sophie often adds film recommendations to lists instead — only to never refer back to them later.
Meet Jack
Age: 25
Education: PhD in Data Science
Home town: Dorset
Family: Lives with his two friends from school
Occupation: Civil Servant
The List Cataloguer
STORY: I have watched and rewatched every pop culture film that exists. For me, films are like songs I can repeat again and again and I love to recommend films I know people will love.
GOALS: Jack wants to make lists of different types of films, as if they’re playlists. He wants to make up to date lists that reach the people who will appreciate them.
FRUSTRATIONS: Lists are the main reason Jack uses the app so he is annoyed they are so difficult to find.
Meet Liang
Age: 22
Education: Studying Undergraduate degree in Italian and French
Home town: Leicester
Family: Rents with three others
Occupation: Student
The Social Watcher
STORY: While I’m studying abroad in Italy, I spend at least one night a week watching a film. For me, Letterboxd is a great way to stay in touch with my movie geek friends from back home.
GOALS: See and interact with what her friends have watched, liked, rated and reviewed and have them respond to her film activity too.
FRUSTRATIONS: As she receives the same information and notifications repeatedly across different app pages, she often misses her friends’ activity if it’s not happened in the past two days.
Meet Ashish
Age: 31
Education: A Levels
Home town: Ericiera, Portugal
Family: Lives with girlfriend
Occupation: Bartender and actor
The Amateur Critic
STORY: I write film reviews for an indie mag and Letterboxd helps me plug in to what people are watching and the general consensus among viewers.
GOALS: To easily discover new films within very specific niches, find out which films are popular now, and to gauge the most common things people are saying about each film.
FRUSTRATIONS: He wants to be able to search for and discover new films according to very specific regions and niches that the filters do not cater to. He also has to spend too long clicking about to then troll through reviews.
Social connection
Cataloguing film lists
Film inspiration
Critical film contribution
Define
Using survey responses from Letterboxd’s target audience age range, I generated four core personas, based on the most common functionalities users said they are seeking:
Social connection
Cataloguing film lists
Film inspiration
Critical film contribution
Define
Using survey responses from Letterboxd’s target audience age range, I generated four core personas, based on the most common functionalities users said they are seeking:
Meet Liang
Age: 22
Education: Studying Undergrad degree in Italian and French
Home town: Leicester
Family: Rents with three others
Occupation: Student
The Social watcher
STORY: While I’m studying abroad in Italy, I spend at least one night a week watching a film. For me, Letterboxd is a great way to stay in touch with my movie geek friends from back home.
GOALS: See and interact with what her friends have watched, liked, rated and reviewed and have them respond to her film activity too.
FRUSTRATIONS: As she receives the same information and notifications repeatedly across different app pages, she often misses her friends’ activity if it’s not happened in the past two days.
Meet Ashish
Age: 31
Education: A Levels
Home town: Ericiera, Portugal
Family: Lives with girlfriend
Occupation: Bartender and actor
The Amateur Critic
STORY: I write film reviews for an indie mag and Letterboxd helps me plug in to what people are watching and the general consensus among viewers.
GOALS: To easily discover new films within very specific niches, find out which films are popular now, and to gauge the most common things people are saying about each film.
FRUSTRATIONS: He wants to be able to search for and discover new films according to very specific regions and niches that the filters do not cater to. He also has to spend too long clicking about to then troll through reviews.
Meet Sophie
Age: 35
Education: Masters degree in PR and marketing
Home town: Surrey
Family: Lives with her husband and 2 infants
Occupation: Marketing Manager
The Inspiration Seeker
STORY: With two young kids, pets, and a full-time job, I don’t have time to research films so I use Letterboxd whenever someone recommends something good. I’ll just quickly add it to a list for later.
GOALS: To be able to casually open and use the app mid-conversation and then when it comes to watching, to quickly see which of her listed films are available on Amazon Prime.
FRUSTRATIONS: The navigation is so unintuitive, meaning Sophie often adds film recommendations to lists instead — only to never refer back to them later.
Meet Jack
Age: 25
Education: PhD in Data Science
Home town: Dorset
Family: Lives with his two friends from school
Occupation: Civil Servant
The List Cataloguer
STORY: I have watched and rewatched every pop culture film that exists. For me, films are like songs I can repeat again and again and I love to recommend films I know people will love.
GOALS: Jack wants to make lists of different types of films, as if they’re playlists. He wants to make up to date lists that reach the people who will appreciate them.
FRUSTRATIONS: Lists are the main reason Jack uses the app so he is annoyed they are so difficult to find.
Meet Liang
Age: 22
Education: Studying Undergraduate degree in Italian and French
Home town: Leicester
Family: Rents with three others
Occupation: Student
The Social Watcher
STORY: While I’m studying abroad in Italy, I spend at least one night a week watching a film. For me, Letterboxd is a great way to stay in touch with my movie geek friends from back home.
GOALS: See and interact with what her friends have watched, liked, rated and reviewed and have them respond to her film activity too.
FRUSTRATIONS: As she receives the same information and notifications repeatedly across different app pages, she often misses her friends’ activity if it’s not happened in the past two days.