STORYHIVE, a TELUS-supported non-profit, provides film production grants, mentorship, and distribution for content creators. Program expansion created operational strains that needed to be resolved.
I led the redesign of the website framework, starting as a contractor auditing and defining the new IA structure while creating over 120 JIRA user stories. Turtle Design brought me in-house to continue leading strategy and implementation. I defined journey mappings for all user types, created wireframes, and ensured design consistency across the project, prioritizing flexible CMS management and efficient workflows for applicants and the STORYHIVE team.
Whiteboarding sessions and user interviews revealed three core issues. Incomplete applications during intake phases overwhelmed STORYHIVE moderators with support requests, burdening resources as they helped applicants finish submissions in time. Manual program management could not scale to the volume STORYHIVE was hosting over the years. And the website needed a visual refresh to align with ongoing rebranding efforts and ensure consistent messaging across touchpoints.
User interviews identified two main groups: front-end users (Creators) and back-end users (Admins, Moderators, Jury).
Creators developed pitch content, assets, and production planning details for initial applications, then updated those applications per moderator requests throughout funding phases. Admins oversaw platform operations, programs, application templates, phases, metrics, and users. Moderators flagged changes and approved applications, while Jury members judged projects and commented within ongoing programs.
Piecing together the research, the design team aligned on a streamlined experience for each user type. Creators would receive enhanced context through onboarding, self-help guides, and resources to set clear expectations. Back-end users would get a flexible CMS to expedite program development, management, and awarding.
I created key artifacts to translate the optimization strategy into design direction: a service blueprint and user personas detailing process enhancements, and a revised mega-IA reflecting content discovery, onboarding, and management. After collaborative reviews with the client, I wrote a comprehensive spec referencing the key artifacts on Confluence and created detailed user stories in JIRA, mapping journeys for Creators and the STORYHIVE team.
After the planning phase, I was scouted by Turtle Design to continue with UX and UI design as they were responsible for delivering the designs. Having led the UX strategy phase, I remapped and managed project onboarding for the team: creating additional design documentation including revised IA, detailed service blueprint, asset specs, wireframes, and support articles, while providing strategic guidance throughout.
The homepage features Editions highlighting ongoing or past awarded programs, followed by pitch projects representing approved creator applications. Each page reload dynamically surfaces new projects for fair visibility. Underneath, How-To Guide blocks and jumplinks redirect users to educational information about programs and application processes. Users can access application pages by clicking pitch projects from the homepage or Edition page (a layout of all applications), where they can view key project information and production assets.
The STORYHIVE internal team has dashboards for Editions, projects within Editions, and Community Programs (subset of Editions), all organized by phases. Moderators can view assigned Editions or Community Programs and manage applications within them, but are unable to change settings. Admins can create, manage, and customize edition and application templates, as well as manage Users, Projects, and Reports.
Following the launch, the redesign received overwhelmingly positive feedback from creators and the STORYHIVE team. Technical application support per program decreased 60%, from 90 hours to 51 hours. Program setup time dropped from 2 weeks to 2 days. The redesign simplified processes and delivered a more intuitive, accessible experience for all users.