Filmo - Get into filmmaking with a real community

Role

Product designer

Tools

Figma, Miro, Adobe

Skills

UX/UI Design, Product Strategy, User Research, Value Proposition, Wireframing, Prototyping

Overview

Filmo is a digital platform designed to help emerging and amateur creators in the audiovisual world connect, collaborate, and bring their projects to life. Born from a personal and collective realization: how difficult it is to connect with other creative profiles in the audiovisual world.

The Problem

The audiovisual industry still uses closed networks, even though we live in a hyperconnected age. Word-of-mouth frequently spreads opportunities, making many gifted creators invisible. The majority of platforms put visibility, likes, and number of followers ahead of talent and quality. In this noise, talented creators get lost, and meaningful connections rarely happen. The real barrier isn’t the lack of ideas or tools, but the difficulty of finding the right people to make them real.

Research and discovery

Desk research

  • Digital production has democratized access to audiovisual creation (Statista, PwC, Universidad de Caldas).

  • However, visibility and networking remain fragmented across generalist social platforms.

  • YouTube and Instagram favor metrics over creative quality.

  • Independent productions have increased, but collaboration hasn’t.


Benchmark

Before talking to users, I looked at what was already out there and it quickly became clear there was a gap to fill.




User interviews

I interviewed different profiles across the audiovisual spectrum, from emerging amateurs to semi-professionals. The analysis revealed four key archetypes:

  • The Driven Professional

  • The Local Specialist

  • The Vocational Creator

  • The Emerging Outsider


Target Strategy

Filmo focuses on where it can truly make a difference: empowering those who face the biggest barriers to collaboration and growth building a bridge for the unseen majority:


  • The Vocational Creator, someone driven by passion and creative expression, but lacking the ecosystem to turn that energy into progress.

  • The Emerging Outsider, skilled, curious, and motivated, yet disconnected from opportunities and potential collaborators.

Key Insights

01. “Word of mouth”
Job opportunities arise almost exclusively through personal contacts and recommendations.

02. Self-taught learning model
The audiovisual sector values practical skills and real experience over formal qualifications.

03. Audiovisual all-rounders
Users take on multiple roles, constantly adapting to different professional demands.

04. Social media: noise and few opportunities
Rejection of social media as the main tool to promote their work.

05. Self-funding and creative freedom
Lack of interest in seeking funding due to frustration with the process and creative limitations.

Proposition Value

A platform specialized in helping creative people advance in the audiovisual world or find talent — connecting like-minded profiles and facilitating access to real opportunities.

Key Features and Arquitecture

Before designing the interface, I prioritized the core functionalities that would bring real value to Filmo’s users, focusing on connecting people rather than just showcasing work.

Wireframes

The following screens are just a sample of the user flows I designed for Filmo. Each wireframe focuses on simplifying the experience and providing clarity.

Visual identity

Filmo’s identity takes inspiration from the sprockets of celluloid film, the tiny perforations that make the reel move forward. Each one symbolizes a unique creative profile; together, they form something meaningful.

Prototype and UI

The high-fidelity prototype brings together the final visual identity and the functional core of Filmo. Beyond aesthetics, the goal was to translate the brand’s essence (simplicity, creativity, and connection) into a clean and intuitive user experience.