Pre-/Post-Production Workflow Automation
A greenfield product to establish a centralized, governed platform to manage critical content review and approval stages within the pre- and post-production process.
The product's objective was to establish a centralized, governed platform to manage mission-critical content review and approval stages within the pre- and post-production process.
The target user group was Pre- and Post-Production Technicians and Project Managers (Target Users). The product solved the problem of decentralized communication (email/chat) leading to missed feedback and task dependency failures, which previously resulted in major project slips and potential catastrophic errors (Value Proposition).
The core measurable outcome was to ensure project integrity and accelerate final content delivery, providing high reliability for launch dates and boosting the operational efficiency of the technical production teams.
Completion Rate: Improved on-time task and project completion by over 40%.
Technician Efficiency: Increased overall technician efficiency by nearly 80% due to the elimination of manual follow-ups and context-switching.
User Adoption: Achieved instantaneous user adoption by integrating directly into the technical teams' daily operational flow.
Risk Reduction: Eliminated the potential for critical tasks or feedback to be missed, mitigating the risk of major production failures.
This was a greenfield project aimed at replacing chaotic, informal communication methods (emails, chat) that the production teams were using for content review and feedback, which frequently resulted in critical modifications being missed and subsequent business impact due to last-minute launch surprises.
Our process began with in-depth ethnographic research, where we directly observed technicians to map their complete user journey—from initial content request through editing, final review, and distribution channel release. This hands-on research was essential for detailing the Information Architecture (IA) and interaction design.
We developed a quick Proof-of-Concept (PoC) to validate both technical feasibility and our understanding of the critical workflows. Following an Agile, phased approach, the initial release focused on a single, high-priority workflow to build user confidence and gather crucial early feedback. Leveraging this feedback, we quickly scaled development, ensuring all core pre- and post-production workflows were digitized and rolled out within 12 months of the project kick-off.
Integrated Workflow & Content Management: The application's key feature was the direct integration of task management and content review (e.g., video editing files) into a single user interface. This removed the friction of technicians having to constantly switch between specialized editing/mixing applications and separate project management applications.
Unified User Experience (UX): By placing all tools under a single brand theme and unified UX, we reduced cognitive load, which directly contributed to lower error rates and greater user satisfaction.
Greenfield Design: Successfully established the complete system from the ground up (greenfield), allowing us to design the most efficient, modern architecture without needing to integrate legacy constraints.
The execution confirmed that eliminating the context-switching required by disparate tools (the "toggle tax") delivered exponential returns in efficiency. By focusing product design on the technician's flow state, we were able to achieve exceptionally high adoption rates and performance improvements.