My Smash Media
“My SMASH Media” is a web application that provides digital tools for TV and film producers to create compelling pitches for their projects, while enabling decision-makers to discover, evaluate, and connect with creators.
Working on SMASH Media was an exciting challenge, offering the opportunity to design and iterate quickly within the fast-paced environment of a startup.
As the lead designer on the product, I owned the end-to-end UX and UI design of the platform. This included defining user flows, creating interface designs, and planning and conducting user testing sessions. I worked closely with the development team to ensure a smooth handoff, while actively collaborating throughout implementation to maintain design quality and intent.
Following the successful launch of the MVP, I led the evolution of the platform by designing and introducing new features, including expanded templates, a goal-selection tool, collaboration capabilities, project discovery and sharing, and a dedicated experience for decision-makers. In parallel, I refreshed the UI to align with SMASH’s updated brand identity, working closely with an external branding agency to ensure a cohesive and polished visual direction.
Process
My work followed the Double Diamond problem-solving framework, structured around four key phases.
• Discover: I begin by building a deep understanding of the problem through user research and competitor analysis, ensuring decisions are grounded in real user needs and market context.
• Define: Insights from the discovery phase are synthesised to clearly reframe the problem and establish the project’s focus, often captured through a clear “How Might We” statement.
• Develop: This phase centres on ideation and exploration. I facilitate workshops such as Crazy 8s to generate a wide range of ideas and potential solutions. The strongest concepts are then developed into sketches, wireframes, and low-fidelity prototypes, which are tested with users to validate assumptions and refine direction.
• Deliver: Designs are iterated based on user feedback, with features refined, removed, or prioritised to define a strong MVP. Once the core experience is validated, designs are evolved into high-fidelity outputs that align with and elevate the brand’s visual identity.
I took a comprehensive approach, starting with research and analysis of the target audience to understand their needs and pain points. Some of the initial research (Discover phase) came from SMASH partners during their business plan creation, highlighting the most important features the film and TV industry needed from producers when pitching a new film or show.
At this point, the team and I created an initial user journey.
After some workshopping, I translated my findings into sketches. From there, I developed the strongest ideas into wireframes and low-fidelity prototypes.
With new user feedback in hand, we arrived at a high-fidelity MVP prototype, which allowed me to work with the development team to deliver a polished, functional final product that met the client’s goals.
Design system
The project also involved creating a design system for our team. The goal of this system was to provide a consistent set of design guidelines, patterns, and components. By having a design system in place, we were able to streamline workflows, reduce duplication of effort, and accelerate the delivery of high-quality designs. The system also enabled better collaboration and communication between designers, developers, and stakeholders.