Cameo
Cameo’s mission is to create the most personalized and authentic fan experiences on earth, allowing fans to connect with their favorite talent and request personalized videos for any occasion. Since being founded in 2017, they’ve fulfilled over 2.5 million magical moments.
Responsibilities
Led product design for iOS and Android surfaces, UX + UI, design systems, prototyping, user research
Role
Lead Product Designer, Talent Team
Selected Work
Onboarding
One of my first projects at Cameo was to overhaul the existing onboarding process. Why?
We wanted to grow the number of talent on the site and up until that point almost all onboarding had been white glove, handled by a dedicated account rep, which could not scale — lack of headcount created a bottleneck and the cost associated with hiring more employees to handle new talent didn’t make fiscal sense
For the small number of talent that were onboarded without an account rep (talent referrals in the app or word of mouth), they lacked insight and context on how to perform well on Cameo.com (pricing, profile creation, marketing themselves)
Talent without an account representative had difficulty receiving and completing their initial order, resulting in a delay in creating and experiencing a magical moment, resulting in a negative opinion of Cameo
Cameo earns when its talent succeeds, meaning that engaged, loyal, and accomplished talent leads to Cameo's success
Existing experience - Download full-size PNG
To transition to a self-service system I created four pillars that defined success for talent starting their Cameo journey.
Speed: Get talent onboarded quickly; simplify the experience and help guide them through the process
Recommendations: Help talent choose the right price for their Cameos. If the price is too low they may get flooded with orders, not completing them. If the price is too high they may not receive any orders at all.
Profiles: Push talent to upload a high quality profile picture and create an authentic introductory video that was engaging and fun. Research showed a significant decrease in engagement for talent who only had a profile photo versus those who also provided a short video for fans to watch before making a purchase.
Demand Generation: Create momentum for talent — help them get and fulfill their first order faster, and encourage them to want to keep getting and completing more requests
Updated experience - Download full-size PNG
Order Fulfillment
One major issue I heard from talent was that fulfilling orders could be challenging. It could be overwhelming to find and manage the list of requests. Sometimes they did not know what certain requests meant, were unable to complete a request on time (but still wanted to complete it after it had expired), and not clearly knowing when requests would expire.
Redesigning the order and order detail screens had three goals:
Help talent understand exactly what type of request it was (fan or business/brand order, expedited or regular) and how much an order was for
How much time talent had to complete a request
Reduce the number of taps required see, understand and fulfill an order
Cameo Design System
Throughout my time at Cameo I worked on upgrading our design system. This included specifications, grids, and component libraries for both the web, mobile web and our mobile apps. Designed in Figma and built with React, many of our components were shared across web and native mobile.
