JAMAICA CRAFT WEBSITE
Jamaica Craft is a talented and celebrated choreographer represented by Brittney King of King Creative Group. Jamaica has worked with celebrity clients such as Justin Bieber, Ciara, Usher, Neyo, Missy Elliott, Nicki Minaj, Jessie J, and with Fox's Empire and Universal Pictures' The Boss. Our team was tasked with designing a website that would reach her user base.
To help users view, follow, and learn more about Jamaica's choreography
Fans and dancers are passionate about community-based dance, but their exposure to dance content and videos is limited to the recommendations of their friends and small communities. Jamaica, an established choreographer, has expertise in dance and has worked with A-list celebrities, but her personal brand is not well known or recognized.
Showcase Jamaica’s work so that it is easily accessible to fans who want to see her content, potential brands and agencies who want to book her, and dancers who want to work with her.
Our team surveyed 50 people, 30 of whom enjoy watching dance content online. We chose participants from that narrowed pool to interview for further insights.
Among our screened respondents, 76% were self-taught, hip-hop was the most popular category of dance watched online, and YouTube was the most popular platform used. Choreography was the strongest draw for users to watch dance videos.
User Interviews give useful insight into user behaviors and preferences, as well as areas of visibility and improvement.
We compiled the data we gathered from our interviews and surveys, and gleaned insights. We performed affinity mapping, grouping similar and related pieces of information into categories that would inform our designs.
Receive recommendations and links from friends
Search for music and watch dance associated with song
Learn dance from online content
Find videos mostly by searching on Youtube for specific criteria
Find auditions through word of mouth, or occasionally online
Trust high-quality content, especially on Instagram
Want a clean, uncluttered interface with very well selected content
Want an up-to-date reel with highlights of the talent’s work
Want clearly visible, easy-to- find management contact information
PRIMARY PERSONA: KATE, DANCE FAN
SECONDARY PERSONA: EMILY, CREATIVE PRODUCER
TERTIARY PERSONA: CHRISTINE, SEMI-PROFESSIONAL DANCER
The design team decided unanimously that the users' most desired features were:
A home page video containing a clear brand statement and, if possible, endorsements from clients
Straightforward contact info placement
Prominent access to Jamaica’s social media channels
Access to some kind of “valuable content” for fans and dancers
Platform for hosting online auditions for dancers
The team sketched possible design solutions, then voted and prioritized which screens best met our user needs.
We provided the client with a sample of what an auto-played video on the homepage would look like. This brand statement video would include an interview, Jamaica's choreography, and celebrity endorsements.
Turn the high-fidelity prototype into a fully functional website by collaborating with web developers.
Research and contact specific production companies and/or creative management companies that are in alignment with our target users.
Have choreography credit listed in clients’ music video descriptions, especially on YouTube (Ideally including links to Jamaica’s YouTube channel).
Create and post more YouTube content: most users access dance content on YouTube.
Categorize collaborations with famous clients in easily accessible playlists
Celebrity endorsements on website and in videos
Showing more personality and character in the website
If you have any further questions, please contact me!