Overview
Sertified Casting is a talent marketplace built for the modern creator economy, connecting brands and creators with talent for social media campaigns and content production.
The business originally operated entirely through spreadsheets, manual coordination, and SMS communication. As demand grew, operational inefficiencies made it difficult to scale bookings, manage talent, and streamline communication.
I partnered closely with the founder to transform the service into a scalable digital platform designed to reduce manual operations, improve booking efficiency, and support future monetization.
The Problem
The existing workflow was highly manual:
Talent information lived across spreadsheets
Casting coordination relied heavily on SMS messaging
Brands had no centralized workflow for managing applicants
Scaling bookings required significant operational overhead
Communication and status tracking were fragmented
As the business expanded, these processes became increasingly difficult to manage efficiently.
The Goal
The primary goals were to:
Increase casting and booking volume
Reduce operational bottlenecks
Create a scalable marketplace infrastructure
Improve the experience for both brands and talent
Establish a foundation for long-term monetization
My Role
As Lead Product Designer, I worked closely with the founder to define the product vision and design the end-to-end platform experience.
My responsibilities included:
Product strategy
UX research
Marketplace workflow design
Information architecture
Wireframing & prototyping
High-fidelity UI design
Design system creation
Mobile-first UX strategy
Key Product Decisions
Transforming Operations Into Product Workflows
One of the biggest challenges was converting highly manual operational processes into intuitive digital workflows without increasing complexity for users.
This included:
Streamlining talent applications
Structuring job posting flows
Centralizing applicant management
Designing status tracking systems
Simplifying communication touchpoints
