Table of Contents
Table of Contents
Table of Contents
Table of Contents
Table of Contents
Empowering Writers: A Platform for Community-Driven Script Review
Empowering Writers: A Platform for Community-Driven Script Review
Empowering Writers: A Platform for Community-Driven Script Review
Project Type
End-to-end Design of an Interactive Script Sharing and Review Application
Role
Lead UX Designer
Team
PM ( 1 )
Backend Engineer ( 1 )
Sr SWE ( 1 )
SWE ( 1 )
Timeline
February 2020 to March 2022
Project Type
End-to-end Design of an Interactive Script Sharing and Review Application
Role
Lead UX Designer
Team
PM ( 1 )
Backend Engineer ( 1 )
Sr SWE ( 1 )
SWE ( 1 )
Timeline
February 2020 to March 2022
Work Included
- Brand Creation
- UX Research
- UX Design
- Wireframe Drafting
- UI Design
- Hi- Fidelity Mockups
- Interaction Design
- Prototyping
- User Testing
- Design Iteration
Work Included
- Brand Creation
- UX Research
- UX Design
- Wireframe Drafting
- UI Design
- Hi- Fidelity Mockups
- Interaction Design
- Prototyping
- User Testing
- Design Iteration
Introduction
Introduction
Project Overview
Project Overview
Writer's Spotlight was designed to streamline script sharing and provide a platform for writers—whether emerging or experienced—to connect, share work, and receive feedback. The goal was to create an intuitive user experience that catered to the diverse needs of writers, from exploring script-sharing tools to engaging in community-driven feedback. As Lead Product Designer, I focused on building a seamless journey that lowered traditional barriers and supported users from discovery to script engagement.
Writer's Spotlight was designed to streamline script sharing and provide a platform for writers—whether emerging or experienced—to connect, share work, and receive feedback. The goal was to create an intuitive user experience that catered to the diverse needs of writers, from exploring script-sharing tools to engaging in community-driven feedback. As Lead Product Designer, I focused on building a seamless journey that lowered traditional barriers and supported users from discovery to script engagement.
Project Vision
Project Vision
The vision for Writer's Spotlight was to create a digital ecosystem where writers of all levels could collaborate, share, and grow in their craft. Central to this vision was a user journey that catered to different types of users—from aspiring writers eager to improve, to producers searching for the next great script. The platform was designed with accessibility in mind, offering free-form script-sharing tools as well as structured feedback options like the review wizard. By enabling personalized experiences based on user needs—whether a new writer seeking community engagement or an industry professional vetting scripts—Writer's Spotlight sought to elevate the entire script writing ecosystem by fostering growth, feedback, and connection.
The vision for Writer's Spotlight was to create a digital ecosystem where writers of all levels could collaborate, share, and grow in their craft. Central to this vision was a user journey that catered to different types of users—from aspiring writers eager to improve, to producers searching for the next great script. The platform was designed with accessibility in mind, offering free-form script-sharing tools as well as structured feedback options like the review wizard. By enabling personalized experiences based on user needs—whether a new writer seeking community engagement or an industry professional vetting scripts—Writer's Spotlight sought to elevate the entire script writing ecosystem by fostering growth, feedback, and connection.
Project Phases
Project Phases
1 ] Understanding Pain Points
1 ] Understanding Pain Points
1 ] Understanding Pain Points
Here we focused on understanding the challenges faced by writers of all levels. In conducting reviews of existing platforms and gathering feedback from users, we were able to identify pain points related to script sharing, review processes, and accessibility. Competitor analysis revealed barriers for writers that we aimed to overcome with our inclusive platform.
Here we focused on understanding the challenges faced by writers of all levels. In conducting reviews of existing platforms and gathering feedback from users, we were able to identify pain points related to script sharing, review processes, and accessibility. Competitor analysis revealed barriers for writers that we aimed to overcome with our inclusive platform.
Here we focused on understanding the challenges faced by writers of all levels. In conducting reviews of existing platforms and gathering feedback from users, we were able to identify pain points related to script sharing, review processes, and accessibility. Competitor analysis revealed barriers for writers that we aimed to overcome with our inclusive platform.
2 ] Mapping the Writer’s Journey
2 ] Mapping the Writer’s Journey
2 ] Mapping the Writer’s Journey
We synthesized insights from the discovery phase to map key touchpoints in the writer’s journey. By using persona development and emotional mapping, we identified features like draft mode, genre-specific groups, and an intuitive review system. This allowed us to prioritize platform features that would foster an supportive, community-driven experience for users.
We synthesized insights from the discovery phase to map key touchpoints in the writer’s journey. By using persona development and emotional mapping, we identified features like draft mode, genre-specific groups, and an intuitive review system. This allowed us to prioritize platform features that would foster an supportive, community-driven experience for users.
We synthesized insights from the discovery phase to map key touchpoints in the writer’s journey. By using persona development and emotional mapping, we identified features like draft mode, genre-specific groups, and an intuitive review system. This allowed us to prioritize platform features that would foster an supportive, community-driven experience for users.
3 ] Crafting the Platform
3 ] Crafting the Platform
3 ] Crafting the Platform
In this stage, extensive wireframes were created and iterated from in order to deliver the right functionality set that resonated with our target audiences. These were then translated into a fully designed platform with a comprehensive feature set such as the review wizard, direct annotation tools, script feed, messaging, and community building components.
In this stage, extensive wireframes were created and iterated from in order to deliver the right functionality set that resonated with our target audiences. These were then translated into a fully designed platform with a comprehensive feature set such as the review wizard, direct annotation tools, script feed, messaging, and community building components.
In this stage, extensive wireframes were created and iterated from in order to deliver the right functionality set that resonated with our target audiences. These were then translated into a fully designed platform with a comprehensive feature set such as the review wizard, direct annotation tools, script feed, messaging, and community building components.
4 ] Refining the Feedback Loop
4 ] Refining the Feedback Loop
4 ] Refining the Feedback Loop
In the Deployment phase, the platform was fine tuned based on feedback from internal testers from each of our targeted user groups. Their feedback helped to develop more intuitive zero states for each view. Usability testing helped optimize tools like the review wizard and even inspired new ideas for future feature development, like reviewer progression and paid reviews.
In the Deployment phase, the platform was fine tuned based on feedback from internal testers from each of our targeted user groups. Their feedback helped to develop more intuitive zero states for each view. Usability testing helped optimize tools like the review wizard and even inspired new ideas for future feature development, like reviewer progression and paid reviews.
In the Deployment phase, the platform was fine tuned based on feedback from internal testers from each of our targeted user groups. Their feedback helped to develop more intuitive zero states for each view. Usability testing helped optimize tools like the review wizard and even inspired new ideas for future feature development, like reviewer progression and paid reviews.
1 ] Understanding Pain Points
1 ] Understanding Pain Points
Competitive Landscape Analysis
Competitive Landscape Analysis
Broad data collection was conducted to understand the competitive landscape of script-sharing platforms. This analysis focused on pricing models, feature sets, and user experiences across key competitors. Trends and industry standards were mapped out, highlighting gaps in existing solutions, which shaped the strategic direction for the platform.
Broad data collection was conducted to understand the competitive landscape of script-sharing platforms. This analysis focused on pricing models, feature sets, and user experiences across key competitors. Trends and industry standards were mapped out, highlighting gaps in existing solutions, which shaped the strategic direction for the platform.
User Insights and Feedback
User Insights and Feedback
Interviews and surveys were conducted with early users to gather insights on their experiences with competitor platforms, focusing on their likes, dislikes, and the current script-sharing mechanics they used. A common theme emerged around the manual processes for feedback, such as emailing PDFs with basic annotation tools. This feedback, along with stakeholder input, informed key improvements, including the development of advanced annotation tools to address the lack of peer-to-peer interaction. Synthesizing this data helped guide the design decisions and ensure the platform met the real needs of the writing community.
Interviews and surveys were conducted with early users to gather insights on their experiences with competitor platforms, focusing on their likes, dislikes, and the current script-sharing mechanics they used. A common theme emerged around the manual processes for feedback, such as emailing PDFs with basic annotation tools. This feedback, along with stakeholder input, informed key improvements, including the development of advanced annotation tools to address the lack of peer-to-peer interaction. Synthesizing this data helped guide the design decisions and ensure the platform met the real needs of the writing community.
Auditing Early Designs
Auditing Early Designs
Before I joined the team, the founding members of Writer's Spotlight had developed a set of early screens and layouts, which were used to inform their initial product direction. My role involved auditing and reviewing these early concepts to determine which elements would align with the newly defined product goals. This process involved analyzing the initial design choices and identifying which aspects could be refined to meet the platform’s evolving objectives.
Before I joined the team, the founding members of Writer's Spotlight had developed a set of early screens and layouts, which were used to inform their initial product direction. My role involved auditing and reviewing these early concepts to determine which elements would align with the newly defined product goals. This process involved analyzing the initial design choices and identifying which aspects could be refined to meet the platform’s evolving objectives.
2 ] Mapping the Writer’s Journey
2 ] Mapping the Writer’s Journey
User Data and Segmentation
User Data and Segmentation
Two key personas were identified through a comprehensive data synthesis process. This involved collecting feedback from early users, analyzing behavioral trends, and segmenting the user base according to specific needs, motivations, and pain points. The personas were prioritized based on their potential impact on platform features, ensuring the design could address the varying levels of experience, goals, and challenges faced by each segment. This structured approach allowed for a more targeted and user-centered design.
Two key personas were identified through a comprehensive data synthesis process. This involved collecting feedback from early users, analyzing behavioral trends, and segmenting the user base according to specific needs, motivations, and pain points. The personas were prioritized based on their potential impact on platform features, ensuring the design could address the varying levels of experience, goals, and challenges faced by each segment. This structured approach allowed for a more targeted and user-centered design.
Primary Persona
Primary Persona
This persona represents the core audience—emerging writers looking for feedback, exposure, and growth. They are the most likely to use the platform frequently, leveraging features like script sharing and peer review. By focusing on their needs, Writer's Spotlight could create a supportive and accessible environment that encourages ongoing engagement.
This persona represents the core audience—emerging writers looking for feedback, exposure, and growth. They are the most likely to use the platform frequently, leveraging features like script sharing and peer review. By focusing on their needs, Writer's Spotlight could create a supportive and accessible environment that encourages ongoing engagement.
Secondary Persona
Secondary Persona
Although Producers are traditionally viewed as the gatekeepers, interviews revealed that PAs are the primary reviewers of scripts. They play a key role in filtering scripts before they reach Producers, making them essential to the script vetting process. Catering to their needs ensures that the platform is used by those who influence key industry decisions.
Although Producers are traditionally viewed as the gatekeepers, interviews revealed that PAs are the primary reviewers of scripts. They play a key role in filtering scripts before they reach Producers, making them essential to the script vetting process. Catering to their needs ensures that the platform is used by those who influence key industry decisions.
Mapping Touchpoints and Emotions
Mapping Touchpoints and Emotions
The user journey was carefully mapped by identifying key touchpoints in the script-sharing and feedback process. Emotional mapping was used to understand how users felt at each stage, from script creation to peer review. This process highlighted where users experienced friction or engagement, allowing us to optimize touchpoints that aligned with their needs and motivations. By focusing on these emotional highs and lows, the platform was designed to provide a supportive and empowering experience for all users, ensuring they felt valued and motivated throughout their interaction.
The user journey was carefully mapped by identifying key touchpoints in the script-sharing and feedback process. Emotional mapping was used to understand how users felt at each stage, from script creation to peer review. This process highlighted where users experienced friction or engagement, allowing us to optimize touchpoints that aligned with their needs and motivations. By focusing on these emotional highs and lows, the platform was designed to provide a supportive and empowering experience for all users, ensuring they felt valued and motivated throughout their interaction.
Prioritizing Pain Points
Prioritizing Pain Points
Key pain points were refined through an assessment of their impact on user satisfaction and platform functionality. Challenges such as inefficient feedback processes, limited script discoverability, and barriers to peer collaboration were identified and prioritized based on their severity. By assigning an impact score to each pain point, the most critical issues were tackled first, ensuring that solutions directly addressed the most significant problems faced by the writing community. This allowed the platform to focus on delivering high-impact improvements early in the design process.
Key pain points were refined through an assessment of their impact on user satisfaction and platform functionality. Challenges such as inefficient feedback processes, limited script discoverability, and barriers to peer collaboration were identified and prioritized based on their severity. By assigning an impact score to each pain point, the most critical issues were tackled first, ensuring that solutions directly addressed the most significant problems faced by the writing community. This allowed the platform to focus on delivering high-impact improvements early in the design process.
3 ] Crafting the Platform
3 ] Crafting the Platform
Information Structure and Wireframes
Information Structure and Wireframes
The UX design phase began with defining the platform's information architecture, ensuring that content was organized in a way that supported intuitive navigation and seamless user flows.
The UX design phase began with defining the platform's information architecture, ensuring that content was organized in a way that supported intuitive navigation and seamless user flows.
This was followed by an iterative wireframing process, where multiple versions were created and refined based on stakeholder feedback. Each round focused on enhancing usability, ensuring the wireframes aligned with the behaviors and needs of our target users we have defined.
This was followed by an iterative wireframing process, where multiple versions were created and refined based on stakeholder feedback. Each round focused on enhancing usability, ensuring the wireframes aligned with the behaviors and needs of our target users we have defined.
Shaping the Experience
Shaping the Experience
The visual design process started by crafting the user interface, translating wireframes into a visually appealing and functional design. This was followed by the creation of high-fidelity mock-ups, which provided a detailed representation of the final product.
The visual design process started by crafting the user interface, translating wireframes into a visually appealing and functional design. This was followed by the creation of high-fidelity mock-ups, which provided a detailed representation of the final product.
To ensure consistency across all elements, a comprehensive style guide was developed, documenting typography, colors, and components to maintain uniformity throughout the platform’s evolution.
To ensure consistency across all elements, a comprehensive style guide was developed, documenting typography, colors, and components to maintain uniformity throughout the platform’s evolution.
4] Refining the Feedback Loops
4] Refining the Feedback Loops
Specs and Asset Refinement
Specs and Asset Refinement
The deployment phase began with translating the final design into detailed design specifications for the engineering team. This included refining assets like icons, typography, and interaction patterns to ensure consistency with the design system. Each visual and interactive element was prepared to be seamlessly integrated into the dev environment, ensuring that the platform’s look and feel translated accurately. As part of this process, adjustments were made to ensure that the design specs aligned with technical constraints while preserving the core user experience.
The deployment phase began with translating the final design into detailed design specifications for the engineering team. This included refining assets like icons, typography, and interaction patterns to ensure consistency with the design system. Each visual and interactive element was prepared to be seamlessly integrated into the dev environment, ensuring that the platform’s look and feel translated accurately. As part of this process, adjustments were made to ensure that the design specs aligned with technical constraints while preserving the core user experience.
Feedback Loop and Optimization
Feedback Loop and Optimization
A feedback loop was established between design and engineering to refine interactions as the platform was built. Design elements were adjusted for technical feasibility, and ongoing optimizations ensured smooth performance. This iterative process allowed the final product to maintain both its functionality and design integrity.
A feedback loop was established between design and engineering to refine interactions as the platform was built. Design elements were adjusted for technical feasibility, and ongoing optimizations ensured smooth performance. This iterative process allowed the final product to maintain both its functionality and design integrity.
Key Takeaways and Strategic Insights
Key Takeaways and Strategic Insights
User-Centric Design
Intuitive annotation tools and draft-sharing features directly addressed user pain points, creating a seamless script-sharing experience.
Strategic Advantage
Deep industry knowledge and access to writers of all levels allowed for a platform tailored to both emerging writers and professionals.
Targeted Audience Impact
Focusing on Young and Aspiring Writers and Production Assistants attracted highly engaged users who drove the platform’s success.
Rapid Growth
Writer’s Spotlight achieved a 204.6% growth in its user base within 12 months post-launch.
Sustained Engagement
The platform maintained an 11.8% average monthly growth rate in the 60 days following the initial launch.
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© Copyright 2025 gabegrover.com. All rights reserved.