Overview
There were 3 core challenges to meeting RoundTable's goals:
Reducing friction between fans and creators – RoundTable needed to be immersive and distraction-free, leading to unforgettable experiences.
Event creation in under 3 minutes – RoundTable’s marketing promise was that a creator could set up and run an event in under 3 minutes..
A creative audience – The app had to win over creators who are used to stunning venues and arena tours. It had to feel premium, exclusive and authentic.
Fans and creators had distinct but parallel experiences, replicating the settings of a live performance:
Fans entered a Lobby, as they would if they were waiting for a show to start.
Creators entered a Greenroom, reflecting the real-world backstage experience and appealing to the exclusivity of their experience.
I argued for a change to dark interfaces for the Lobby/Greenroom and Live Stream pages. Just as theatre lights dim when a show starts, the dark UI focused attention on the interplay between fan and creator, reinforcing an event-like atmosphere that also eased eye strain in the longer sessions.
the impact
Though formal usability testing wasn't within scope, handing over the MVP after a 4 week sprint meant testing and market launch was significantly accelerated.
Stronger brand differentiation – By prioritising a bold, visually distinct design, I avoided the corporate, sterile feel of traditional video platforms, making it more appealing to creatives.
Under 3 minute event creation – Users could successfully create an event in under 3 minutes.
A branded design system – A extensive design system ensured the product could launch quickly and evolve as Roundtable grew, making future iterations more efficient.
