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.

THE TEAM

Lexi Malouta
Inma Varandela
Charlotte Wan

IMPETUS

To help users view, follow, and learn more about Jamaica's choreography

MY ROLES

Researcher
Interviewer
Tester
Copywriter
Prototyper

PROBLEM

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.

GOAL

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.

RESEARCH

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.

SYNTHESIS

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.

INSIGHTS

FANS

  • Receive recommendations and links from friends

  • Search for music and watch dance associated with song

  • Learn dance from online content

DANCERS

  • 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

AGENCIES

  • 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

PERSONAS

PRIMARY PERSONA: KATE, DANCE FAN

SECONDARY PERSONA: EMILY, CREATIVE PRODUCER

TERTIARY PERSONA: CHRISTINE, SEMI-PROFESSIONAL DANCER

DESIGN

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.

VIDEO HOMEPAGE

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.

NEXT STEPS

  • 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!