Filmio

Decentralization of the Film Industry

Project Summary

Film is revolutionizing movie-making by connecting creators directly with global audiences. Our B2B2C platform breaks traditional Hollywood barriers, enabling audiences to fund films they believe in while giving production companies, theaters, and streaming services access to pre-validated content and engaged viewers.

Through digital collectible tickets, viewers become part of the filmmaking journey, gaining exclusive access to early screenings and interactive sessions with creators. When films succeed, our token system ensures supporters share in that success.

We're building a new ecosystem where filmmakers have creative freedom, businesses have direct market validation, and audiences have a voice in the content they want to see.

My Role

Design Lead
UX Designer
UI Designer
Design Consultant

Deliverables

UI/UX Design
Motion Designer
Wireframes
High-Fidelity Prototypes
Design System

Client

Film.io

Year

2024

My Role

As the Lead Product Designer at Film, I spearheaded the platform's transformation to better serve both filmmakers and fans. My key responsibilities included streamlining the user experience, revamping the website architecture, and strengthening the brand identity across all touchpoints.

I rebuilt how the platform looks and feels to create clear, distinct experiences for our two main users: filmmakers seeking funding and fans wanting to support projects. This included making sign-up simpler, building easy-to-follow submission steps for creators, and designing better ways for supporters to discover projects.

By organizing everything in a clear system with reusable parts and good documentation, the team can now work faster and deliver a consistent experience across the platform.

Stack

Stack

Stack

Challenge

As Lead Product Designer at Film.io, I faced the complex task of transforming a technically overwhelming platform into an accessible film funding ecosystem. The initial platform suffered from severe usability issues - a confusing login system that lost 68% of users during onboarding, an overcomplicated token system that only 12% of users understood, and a chaotic design with 46 different colors and three conflicting design systems. The platform's core features, like the Go Score and DAO structure, were so complex that even stakeholders struggled to explain them.

The most significant challenge was balancing stakeholder attachment to complex features while making the platform accessible to our primary users - filmmakers, actors, and producers, who typically aren't crypto-savvy. Adding to this was the technical hurdle of simplifying cryptocurrency onboarding without losing its core functionality. The platform's interface was fractured, with inconsistent components, poorly implemented AI-generated imagery that made the platform appear untrustworthy, and an overreliance on tooltips to explain basic functions.

Key Research Insights

Traditional Film Industry Barriers:

  • Only 1.2% of pitched films make it to production through traditional studio systems

  • Average independent film budget ranges from $500K to $3M, with only 2% securing traditional financing

  • 92% of film executives report risk aversion as main reason for rejecting new filmmakers

  • First-time directors face a 98% rejection rate for studio backing

Diversity Gap in Filmmaking:

  • Only 6% of major studio films were directed by people of color in 2023

  • 87% of screenwriters in mainstream productions are white

  • Projects led by diverse creators receive on average 43% less funding

  • Women directors receive 63% less budget than male counterparts

  • Only 4% of studio-backed films feature diverse lead characters

Blockchain & Film Funding Innovation:

  • 73% of independent filmmakers express interest in alternative funding methods

  • Cryptocurrency holders show 47% more willingness to invest in independent films

  • Smart contracts reduce legal costs by up to 65% compared to traditional film contracts

  • Decentralized funding platforms show 38% higher success rate for diverse creators

  • 82% of successful blockchain-funded projects raised money from non-traditional investors

Solution

The solution centers on stripping away complexity with two key simplifications: using only USDC for transactions (removing confusing multi-token systems), and focusing on familiar crowdfunding concepts where supporters receive tangible rewards like merchandise or NFT screening tickets. This streamlined approach is reinforced by a cohesive design system built on established principles - utilizing consistent typography, color hierarchies, and component libraries that guide users intuitively through the platform. The carefully crafted visual language and brand guidelines ensure every interaction feels purposeful and professional, while maintaining accessibility standards.

The platform operates like an enhanced version of Kickstarter or Seed&Spark but with improved efficiency through blockchain technology, all unified under a systematic design framework. Creators present projects through standardized yet customizable templates, supporters contribute using USDC, and the community determines which projects deserve funding. The design system's modular components and clear visual hierarchy have contributed to remarkable results: 77% higher user completion rates, particularly among non-crypto-native users during a/b testing. By combining simplified functionality with thoughtful, consistent design, the platform creates an environment where diverse voices can easily connect with their audience and bring stories to life through community support, free from traditional barriers and confusion.

The Process

Audit & Research (2-3 weeks)
The foundation begins with a deep dive into existing systems through user interviews, competitive analysis, and thorough documentation of current pain points. This phase ensures we understand what's working and what needs improvement, creating a clear roadmap for transformation while preserving successful elements of the current platform.

Brand Refinement (3-4 weeks)
Simplifying the brand identity while maintaining recognition becomes the focus, developing clear guidelines for typography, color, voice, and visual elements. This phase establishes the new visual language that will guide all future development, ensuring consistency and professionalism across all touchpoints.

Design System Development (4-5 weeks)
Creating a robust component library in Figma becomes the backbone of the transformation, establishing standardized patterns, spacing, and interaction models. This system ensures scalability and consistency while simplifying future development and maintenance.

Interface Redesign (6-7 weeks)
The practical application phase focuses on rebuilding key screens and user flows with a mobile-first approach. Special attention goes to simplifying project creation, USDC donations, and reward management, making the platform more intuitive for both creators and supporters.

Testing & Implementation (3-4 weeks)
Validating changes through user testing and gradual rollout ensures a smooth transition. This phase focuses on gathering metrics, optimizing performance, and training teams on the new system, setting up the platform for long-term success.

Future Plan

Our platform's future evolution centers on creating a unique streaming ecosystem that transforms how independent films are distributed and experienced. Successfully funded films will have two viewing options: they can be part of an exclusive live premiere event, where audiences can purchase one-time tickets or use their NFT for unlimited access, followed by interactive Q&A sessions with the creators and cast. After the premiere, these films become part of our growing content library, accessible through either a subscription model or NFT ownership.

This hybrid model, launching in phases from 2025 through 2027, combines the energy of film festivals with the convenience of streaming platforms, while leveraging blockchain technology to create deeper connections between filmmakers and audiences. The platform will eventually grow into an independent film ecosystem where successful projects contribute to a curated streaming service, providing sustainable revenue for creators while building an engaged community of film enthusiasts who have a genuine stake in the content they support.

Conclusion

This innovative platform reimagines independent film by merging crowdfunding, NFT utility, and streaming capabilities into a unified ecosystem. By connecting filmmakers directly with audiences through funding, exclusive premieres, and interactive experiences, it creates a sustainable model where both creators and supporters share in the success of independent cinema.

77%

Higher user completion rates

83%

found the prototype interface intuitive compare the orginal site

72%

has interest in blockchain-based funding from 500 Indie filmmakers