Swipecast: Case Study
This exercise was part of an interview; it was invisible to the owner; they did not share information.
Context —
Swipecast is a way of rethinking the process of working in the fashion industry. The app allows better organization of the industry's key roles, democratizes access to work for new talent, and allows companies and brands to achieve exactly what they need.
“A lot of the process from how models are scouted, to how they are booked, to how they communicate with clients has so many extra levels…it just doesn’t make any sense,” — Founder
For this exercise, we will concentrate on a specific role: Booker.
The booker is the one who successfully manages to connect a brand or a client with a model. This includes all the logistics in between, agendas, contracts, negotiations, etc., so that the relationship is successful for both parties.
Since it was a completely invisible job, I could only get a brief description of its main problem:
“Think of a product for bookers at agencies that helps them save time in the logistics but that is super simple”
Then, the strategy focused on the following:
- — What are the details of the Booker work? What is it about? What are the descriptions of a job? What are expectations of a booker?.
- — Get to know reporters from Booker, explaining their day-to-day activities, their main problems and objectives, and what they are looking for.
- — Read about models and their perspective of bookers, how they perceive them, and what is good and bad in that relationship.
The problem—
After reviewing the problems and challenges of Booker's daily life, I found that they should be attentive to three things: keeping the logistics of their process impeccable and building their databases of clients and Models every day and every minute. Professional and personal relationships are key for them, all with impeccable time management.
The problems of a Booker are around:
- The logistics: A booker has to deal with endless details throughout the relationship model, including client contracts, commissions, negotiations, travel logistics, etc., and most importantly, everything has to be resolved in the most professional way possible.
- Recruiting and connected: The booker never stops. He is always seeing opportunities, in who knows, in whom he attends, always looking for the new model. Anywhere can be a perfect new face, even in his own BD.
- Business and Money: Bookers must be good negotiators, represent an agency and a model, and represent their commissions. It is important that they know how to get the best start in any situation, including situations about money.
- Network builders: Since they are always connecting two ends of a process, they must have very good relationships with all parties, which makes them build an important network of contacts: photographers, makeup artists, models, customers, assistants, collaborators, etc.
Persona —
Scenarios:
- - My biggest problem, though, is reining in my models regarding partying. We are all invited to the hottest clubs and parties in South Beach every night. But some of them get caught up in the scene and develop drug and alcohol problems. The other day, I had a girl show up to a shoot two hours late after being out all night. I heard that she was still drunk and drugged out, and she stunk of booze.
- Tomorrow will consist of a range of activities: dealing with walk-ins, sourcing new models, placing existing models on projects, negotiating fees with clients, putting together model packages for future campaigns, sales calling to potential new clients, reading and signing contracts, updating portfolios, overseeing website changes, calling out to models to confirm times, job details, wardrobe and locations to name a few. But the most important is the event's agenda, which needs to be perfect, everyone on time.
Flow & Wireframes —
The application has many flows depending on the Booker's process. For the project, we select the first step once the booker has a new possibility of working for a client.
- The booker receives a proposal from a brand/client through the app.
- Open the proposal and select the appropriate models for the work based on the brief shared by the client or the brand.
- Send a maximum of 3 model portfolios for the brand to select.
- It awaits a response from the brand.
End Result —
After learning a bit more about the booker's work, I am completely sure that there is a lot of space for human errors that technology can help with. Errors such as time management or losing sight can be the most common.
That is why this flow was focused on optimizing these points. With some help, they will never miss a new opportunity or an event that should come out perfect and at the best time possible.
Decision-making is also simplified by helping them use technology to find the best answers based on data. Selecting Models, for example.
It is an app that will make the booker’s work easier and allow them to concentrate more on the vital part of their job: connections and relationships with clients and models.
