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Redesigning the SeeMe Open Call submission experience to improve the artist journey and strengthen a key revenue and goodwill driver for the business.
Role
Sole Designer and PM
DURATION
40 Days
TOOLS
Figma (Figma Make & FigJam), Google Analytics, Clarity, Claude Code
OutPUT
Funnel Re-design with 80% Revenue incease
01 / Context
80% people left before they applied.
Three goals, one leaky funnel.
01 BUSINESS
Get more applications. Hence more revenue
02 PRODUCT
Get more people signed up to the platform.
03 USER
Make applying fast, clear and easy.
Live Open Call Funnel ↗
02 / Research
Open Calls drove top-of-funnel traffic, but complex multistep forms caused confusion and dropped applications.
Each research question produced a finding, and each finding a requirement the design had to meet.
Where and why do applicants drop-off and what are the painpoints?
Funnel analytics, support and customer service feedback.
Pain Points
Paying before applying to an an open call. With no account and no preview, applicants couldn’t find their application again. Users confused after submitting.
Ask for effort before money, and always give applicants a way back.
Requirement Met in Release 1
What do other platform do, and what shouldn't we borrow or do differently?
A study of existing open-call platforms.
Simpler submissions
Competitors looked mediocre, with outdated submission processes. Their one strength was minimal, simple submissions. They also let you add art and describe each piece in turn, while ours asked for all images first.
Keep submission minimal and match how artist would expect to add artwork, one by one
Planned for Release 2
03 / Redesign
BEFORE: PREVIOUS FLOW
PAIN POINT
NEW ADDITION
DESIGN DECISION
EMAIL MARKETING
LANDING PAGE
85% DROPOFF POINT
PERSONAL INFORMATION
PAYMENT - STRIPE
2ND DROPOFF POINT
APPLICATION
OUTSIDE PLATFORM
WITH ZOHO FORM
SUMISSION
NO PREVIEW
AFTER: RE-DESIGN
EMAIL MARKETING
LISTING SITES
+SOCIAL MEDIA
Social Media increased new applicants
LANDING PAGE
Redesigned
Redesign reduces confusions and customer care questions
CREATE ACCOUNT
led to more profile created on the platform
PERSONAL
INFORMATION
led to more profile created on the platform
APPLICATION
led to more profile created on the platform
PRIVIEW
Transparency and clarity
PAYMENT AND
SUBMISSION
We hypothesized that completing the application would increase artists’ commitment to pay.
04 / The New Experience
The redesigned SeeMe Open Call experience simplifies the entire application journey, from discovering opportunities to submitting artwork. I focused on creating a more intuitive and transparent flow, making it easier for artists to explore open calls, understand requirements, and complete their applications with confidence. By improving information hierarchy, reducing unnecessary friction, and providing clearer guidance at each step, the solution creates a more accessible and efficient experience for artists while streamlining the submission process.
Click arrows to view flow
05 / Impact
Real-time data revealed measurable improvements in applicant conversion, reduced drop-offs, and faster processing, highlighting the impact of the redesigned experience. (These datas are close to the live one to not the exact to replicate the result)
FUNNEL APPLICANTS
76%
Submitted 148
Not Submitted 46
PAIN POINT ADRESSED
Reduced drop-off from 80% to 24%
WHO APPLIED
85%
New Applicants 164
Returning Applicants 29
PRODUCT GOAL MET
85% New profile created on the SeeMe
DEVICE USAGE
92%
Mobile · 92%
Desktop · 8%
NEW INSIGHT FOUND
Mobile first approach for next release
ARTWORK SUBMITTED
678
FASTED APPPLICATION
14 mins
TURN AROUND TIME
1 day
06 / What I dint do
While reviewing the existing system, I identified gaps in tracking, accountability, and decision-making that made it difficult to understand failures, measure impact, and improve the overall experience.
Gaps in tracking
Deleted applications and AI token use aren’t measured.
Payment failures are unexplained and process to resolve were not set
Judging is off-platform
Jurors get an Excel sheet for blind judging; they can’t log in yet.
A user set was not researched and considered
Membership breaks the flow
Free entry for members sends applicants away from primary flow
While we sold more memberships it led to confusions
07 / Proposed next
From the insight and data collected here are the few thing planned for the next release. None of this is built. Each bet starts as a question and a hypothesis, so I test before I design further.
A
Membership at checkout, with a way back
Free entry for members sent applicants away mid-flow. The fix is to make membership a choice inside checkout, and a path that always returns people to their application.
B
Mobile first approach
92% of applicants applied on phone, so mobile is the main experience not a secondary experience.
C
Build for judges
Juror's are user group not designer for yet. Current an internal process of sharing personal information redacted excel sheet gets sent for blind judging
