A crowdsourcing web application concept that specifically targets independent filmmaking. A person can connect with a very focused community to fund or donate to film/video projects.





User Flows






Crowdsourcing websites engage a large variety of users because their very goal is to funnel support toward a project. Filmcanvas’ approach is to clearly outline the diverting routes of funders vs donors while also allowing the flows to not be mutually exclusive.

Dean | Videographer

He is a 35 year old videographer who wants to go to Filmcanvas and check out cool campaigns. He likes to browse frequently and see what strikes his fancy, but rarely donates. Dean always goes to the newest projects first and wants to be able to view a project’s videos, donors, and comments.

Sue | Counselor

Sue was given a direct link to the campaign by one of her students. She is a 50 year old counselor who uses the internet a lot, but hasn’t ever done crowdfunding. She goes directly to the link and looks at the campaign. She decides to donate. When she clicks DONATE she needs to have a brief on-boarding process that is non-threatening and looks legitimate.

Laynie | Theater Instructor

She is a 28 year old theatre instructor who is part of a large community of filmmakers. Laynie is a frequent donor who stays signed in all of the time. She also works for a large theater company that she moderates donations for. She needs options for switching between multiple credit card accounts and reviewing detailed records of the campaigns she has donated to.

Dominique | Talent Agent

Dominique is always searching new film and acting websites for fresh talent. She wants a clear and no frills search option that allows her to type in a title/name and go directly to a project. She also wants to search by categories (horror, comedy, commercial, etc.) for actors or filmmakers who would suit a project.

User Research

Research for Filmcanvas began with a competitive SWOT analysis of other crowdfunding web apps. Unfortunately, crowdfunding sites can be saturated with projects—Filmcanvas seeks to appeal to a niche audience that is more likely to participate.

The planning for Filmcanvas began with an assessment of three of its crowdfunding peers (Kickstarter, Indiegogo and Slated.) One of the first differentiators between funding platforms was the “all or nothing” fundraising. Statistically, projects like films have the potential to raise just as much with increment funding and this felt like the right place for Filmcanvas. Additionally, the Kickstarter market is very oversaturated with different projects. It is far less likely to get chosen as a “featured project” which can make or break a campaign.

Curating an experience into a film-centric hub seemed very viable. There is a devotion within the film community that is fueled by passion and networking is essential to any film project. Slated is a site that is focused on the film community and vets its participants. While the projects were high budget and quality, the experience was pretty dour. This reinforced the importance of making a backend experience just as pleasant as the forward facing pages.


User Flows

After exploring strengths and weaknesses in its peers, I decided to start planning user flows for new and returning users. This also led to the planning of donors vs funders, since their objectives would be quite different.


In addition to the user flows, the initial wireframes for the project were enlightened by a few small surveys. These surveys were to assess the need for smaller functions like commenting, showing campaign data and other dashboard features. From there, the homepage, main page (where users go to filter content, or land if they are already signed in) and campaign project page was wired out.

High Fidelity

As soon as the large picture planning for Filmcanvas was complete, it was time to plan the more complex pages. A content analysis was performed for complicated sections like the account settings page, receiving donations, parts of the dashboard and viewing project data. Additionally, since there would be a lot of content added to the site, user feedback and error messages were designed.


Filmcanvas has a slightly different approach in that it individually color codes the experience for the donor (coral) and the funder (teal). While these two user types would have different objectives, some of their views will overlap.

View Other Case Studies