"Help us disrupt the stock photography market by defining product enhancements and social marketing opportunities."
Role: Product Design & Creative Strategy Consultant
I was originally hired by the ImageBrief team for a 3-day engagement. I was tasked with completing a comprehensive analysis of their existing product in order to come up with opportunities for product enhancements, possibilities for new product development, and social marketing opportunities to grow the ImageBrief userbase of both photographers and art buyers.
Based on the value of the ideas put forth during my initial engagement, I was subsequently contracted to spend the last 3 months of 2013 working in-house with the ImageBrief time. My time was spent assisting in the creation of an investment pitch and designing a number of the product enhancements. I was also tasked with advising the team on their social marketing strategy.
During this time, I worked my way through many of the various use-cases for the ImageBrief product, rethinking the UX and/or visual layout for each as seen below.
A Redesigned ImageBrief Homepage
One of my first product-oriented tasks was the design of a new onboarding process. After evaluating the existing ImageBrief homepage, we determined that it was trying to accomplish too much, too fast by speaking to both audiences (image buyers and photographers) at the same time, resulting in a confusing experience for both parties. To remedy this issue, we designed a simple front door that would funnel the appropriate target to a page designed to speak specifically to their needs. Two variations of the page were designed to allow for multivariate testing (however, these two versions do not begin to account for all testing possibilities including copy, background image, calls to action, etc.)
Audience-Specific Landing Pages for Art Buyers & Photographers
As part of the homepage exercise described above, I worked with the ImageBrief team to create landing pages designed specifically for each of the key targets, Art Buyers and Photographers. Anyone entering through the “front door” outlined above would be filtered to the appropriate page. However, these pages are also designed to begin the onboarding process for each target type, to provide an SEO backbone allowing for discovery and landing directly on each of these pages, and lastly to provide a landing page for all marketing efforts that are directed at a specific target.
For Art Buyers:
The Brief Creation Process for Art Buyers
For Art Buyers within the ImageBrief ecosystem, the quality of work returned largely dictates the user’s happiness with the product and their likelihood of returning as a customer. The relevance and quality of images submitted to a buyer’s brief are dictated by the buyer’s ability to clearly communicate what they’re looking for in an image. However, buyers often don’t have the time to spend filling out a detailed brief for photographers to follow.
With these issues in mind, I helped the ImageBrief team redesign their existing brief submission process to make it as painless as possible for the buyer while still capturing the necessary information to ensure that their needs are clearly communicated to potential photographers who want to submit to that brief.
A New Communication Process for Briefs
After conducting an Immersion Day — an in-person interview and focus group session — with roughly 20 ImageBrief photographers, it became clear that one of the key issues for photographers on the ImageBrief platform (in addition to ensuring clear, concise briefs as described above) was the ability to request and receive further information from Art Buyers and from the Account Managers on the ImageBrief team. Our solution was to provide an easier and more public means to request and received feedback directly on a brief page.
An Updated Visual Design for Brief Pages
In addition to the enhanced communication process, described above, I also worked with the ImageBrief team to update the look and feel of brief pages in order to more clearly communicate key information to photographers and to make the photography the hero of each page — ImageBrief is, after all, a photography company.
We also worked to redesign the way past briefs are displayed. These pages provide potential Art Buyers and Photographers key insight into how the ImageBrief platform works to benefit them. The Awarded Brief page was designed to highlight the winning photographers and their work and to capture a historical snapshot of the process around any given brief.
Brief Page Redesign:
Submitted Images Tab within a Brief:
An Awarded Brief:
Redesigned Photographer Profile & Settings Pages
Part of the future vision for ImageBrief is the creation of a platform that allows not only for the discovery of images, but also the discovery and hiring of photographers. The Photographer Profile Page plays a key role in this process and serves as the home base for any photographer looking to get hired through ImageBrief. I worked with the ImageBrief team to design the future vision of this profile page as well as an easy-to-use setup process to create a profile. Newly signed up photographers would be filtered directly to this setup process in order to create their personal page.