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
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.
A website that simplifies the search for office space and clearly communicates how Hollywood Offices offers a solution to the industry's basic needs.
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.
I conducted a competitor analysis of commercial real estate companies, co-working spaces, and entertainment production studios in the business of leasing office space.
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.
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.
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.
More experienced and well-connected industry professionals can quickly find space through in-network referrals and word-of-mouth.
According to a Google Analytics report, most current website visitors are male millennials on a mobile device.
The new script-to-series model is cheaper and less time-consuming than the traditional pilot model.
Users' challenges could be divided into 2 categories: pain points we could and could not address.
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.
Teams have some minimum requirements.
Parking, on-site security, access to a kitchen, and nearby restaurants are highly preferred.
Nice office space can be hard to find.
It can be a standard for top writers.
Leasing is an unfamiliar space.
Real estate jargon can be confusing.
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.
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.
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.
Show naturally lit photos of clean writers' rooms with common areas and private offices.
Communicate leasing flexibility, central location, and accessibility to preferred building amenities.
Showcase client logos and testimonials.
Use language that is friendly, accommodating, and easy to understand.
A high-fidelity design was created in order to test a realistic version with users.
I recruited 5 users working in the target industry to test the mobile prototype.
Structural and visual changes were made throughout the design to showcase more imagery and provide descriptions where they were most useful.
Task: Browse the types of space offered and submit an inquiry to get started.VIEW PROTOTYPE
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.
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.
Areas not covered in this case study that may be discussed in person: