hollywood offices

Improving the search for office space in Hollywood, CA.
OVERVIEW

About the Project

A complete web redesign created to showcase Hollywood Office's products, services, and unique value online, while helping prospective tenants — particularly those in the content creation industry — find office space options that suite their team's needs.

Role: UX/UI Designer, Webflow Developer
Tools: Figma, Sketch, Webflow
Status: In development

THE CHALLENGE

Develop a web solution that generates more inquiries for office space from teams in the content creation industry and minimizes requests for frequently asked questions.

THE SOLUTION

A website that simplifies the search for office space and clearly communicates how Hollywood Offices offers a solution to the industry's basic needs.

RESEARCH

Designing for the Content Creation Industry

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User Interviews

I conducted 5 interviews with industry professionals who had working experience searching for office space in Los Angeles. I wanted to understand their challenges, needs, and methods of finding office space.

I supplemented the interviews with YouTube videos of TV showrunners and producers speaking on panels.

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Market Research

I conducted a competitor analysis of commercial real estate companies, co-working spaces, and entertainment production studios in the business of leasing office space.

I also read about current trends in the demand for writers' rooms from online publications: Vanity Fair, The Guardian, and The Hollywood Reporter.

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Client Research

To better assess the company's products/services, goals/challenges, and experiences with writers' rooms, I conducted client interviews, a SWOT analysis, business model canvas, rent roll analysis, and tours of un/occupied office spaces.

RESEARCH INSIGHTS

Major Findings

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Shift in content creation model

The increase in competitive streaming platforms (Netflix, Amazon, Apple TV+, Hulu, etc.) has driven a demand for content creation all year round. The term "mini writers' room" has been used to describe preliminary writers' rooms where early ideas get drafted and packaged for studio approval.

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The industry is fast-paced

Once a project or show is greenlit, producers have as soon as 2 weeks to find and secure a writers' room that meets their basic needs/requirements.

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Word-of-mouth is powerful

More experienced and well-connected industry professionals can quickly find space through in-network referrals and word-of-mouth.

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Millennials are top website visitors

According to a Google Analytics report, most current website visitors are male millennials on a mobile device.

Comparing the Content Creation Models

The new script-to-series model is cheaper and less time-consuming than the traditional pilot model.

Script-to-Series Model (new)

  1. Network puts together mini rooms
  2. Writers generate a few scripts
  3. Network reviews the scripts and either... the writing continues OR the network rejects the series and a new team takes over the writers' room.
Timeline: 4-8 weeks
Filming: none
Writing: 4-5 scripts + story arc
Priority: quality of story development
Costs: writers, office space

Pilot Model (traditional)

  1. Network receives 500 pitches
  2. Of those, some are asked to submit a script
  3. Of those, some are asked to produce a pilot episode
  4. Network selects 4-8 pilots to present at "upfronts"
Timeline: 1 year
Filming: 1 pilot episode
Writing: 1 episode
Priority: quality of pilot episode
Costs: production of pilot*, time

*1 pilot episode can cost 2-3x more to film (millions) than a single episode
PROBLEM SPACE

Identifying the User's Pain Points

Users' challenges could be divided into 2 categories: pain points we could and could not address.

Pain points we could address:

  1. Finding space is a challenging process.

    In order to narrow down a few options, users first have to know where they can look for space, learn what is available, and find out if the space meets their basic needs.

  2. Teams have some minimum requirements.

    Parking, on-site security, access to a kitchen, and nearby restaurants are highly preferred.

  3. Nice office space can be hard to find.

    It can be a standard for top writers.

  4. Leasing is an unfamiliar space.

    Real estate jargon can be confusing.

Pain points we could NOT address:

  1. Fluctuating priorities.

    Industry decision-making variables such as preferred location, ideal aesthetic, team size, and budget vary per production and shuffle in priority as their deadline approaches.

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We are always looking for space like with every other studio because, you know, we're all producing shows at the same time. So, just the volume of people looking at the same time is a challenge.
USER PERSONA

Identifying the User

The person(s) assigned to finding office space options varies from project to project. Titles include showrunner, associate producer, and production coordinator. Users with fewer industry connections are more likely to supplement their efforts with a Google search. The following persona embodies a user with a limited network tasked with quickly narrowing the search to a few viable options.

User persona of a young production coordinator who needs to find a writers' room fast
User Persona: Peter the production coordinator needs to find a writers' room fast.
DESIGN DECISIONS

Rationale Behind the Solution

Fortunately Hollywood Offices offers a product that is in demand and has solutions for most of the users' identified pain points. The design goal was to quickly communicate the ways in which Hollywood Offices would be a viable option for the user's next writers' room.

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PHYSICAL

High quality offices

Show naturally lit photos of clean writers' rooms with common areas and private offices.

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LOGISTICAL

Leasing made easy

Communicate leasing flexibility, central location, and accessibility to preferred building amenities.

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REPUTABLE

Industry-recognized

Showcase client logos and testimonials.

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APPROACHABLE

Simple word choice

Use language that is friendly, accommodating, and easy to understand.

The user journey shows how the user searches for writers' rooms online and finds a solution on Hollywood Offices website
User Journey: The user finds promising information while browsing the website.
SKETCHING

Designing Initial Interfaces

Sketches of the mobile design outline which information will help users most
PROTOTYPING

Designing Mobile Screens

A high-fidelity design was created in order to test a realistic version with users.

1- Home
High-fidelity mockup quickly shows writers' rooms for lease
2 - Product
High-fidelity mockup shows quick facts and lots of clean imagery
5 - Amenities
High-fidelity mockup uses iconography to communicate services and amenities
USER TESTING

Process and Feedback

1.

Recruiting

I recruited 5 users working in the target industry to test the mobile prototype.

3.

Feedback

  • Users wanted to see more photos and floorplans.
  • Users misunderstood the leasing term, "turnkey."
  • Users expressed concern about filling out a form and not knowing when to receive a response.
  • Users wanted to browse current availabilities.
2.

Testing

  • Can you describe what this website offers?
  • How do you feel about this company?
  • Have you heard of the term "mini writers' room"? If so, what does it mean to you?
ITERATION

Identifying Areas for Improvement

Structural and visual changes were made throughout the design to showcase more imagery and provide descriptions where they were most useful.

Feedback from user testing influenced changes in content and structure throughout the design
Iteration: Feedback from user testing influenced changes in content and structure throughout the design.
MORE PROTOTYPING

Visualizing Design Changes

Task: Browse the types of space offered and submit an inquiry to get started.

VIEW PROTOTYPE
CONCLUSION

Reflection and Takeaway

I learned the value of a minimum viable product (MVP). A lot of time was spent trying to get things “right." Nearly every section was redesigned multiple times and secondary pages were added mid-project. As a result, progress slowed and what was estimated to be a 5 month project stretched into a much longer one. While every revision was a good exercise in trial and error, we could have launched the website a lot sooner with more manageable goals.

Furthermore, while research and feedback indicated that users wanted to see more current availabilities, there were no plans to pursue that sort of feature at the time. Instead, we leaned into the demand for floorplans and developed those sections to help users visualize possible office configurations.

DEVELOPMENT

Development in Webflow

The final website is being developed in Webflow. During this phase, we have added/removed pages, reorganized content, added high quality images, and written more simplified, yet informative descriptions.

The website is currently under construction.

ADDITIONAL DISCUSSION

Areas not covered in this case study that may be discussed in person:

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