Continuity of User Experience
A Matching Framework for 90Seconds
- Client
- 90Seconds
- Industry
- Video Production Marketplace
- Service
- UX Architecture | Workflow Automation | Matching & Recommendation Algorithms | Producer Productivity Tooling
Overview
Founded in 2010, 90Seconds is a video-authoring platform that simplifies the complexity of video production, connecting brands to freelance creators through a streamlined workflow. The product’s success rests on continuity of experience across three very different user roles working toward the same outcome.
Three Roles, One Workflow
Brands
The brands that order a custom video and need confidence that production stays on track from kickoff to delivery.
Creators
Freelancers who carry out orders — shooting, installation, sound — and need clear briefs, dependable schedules, and quick payment.
Producers
90Seconds employees who liaison between brands and creators — production and account managers ensuring deadlines, quality, and good content for all sides.
How We Solved It
Bringing ideas to reality is harder than it appears. For 90Seconds, the goal was to reduce the amount of routine, mundane work performed by Producers so they could focus on proactively serving brands and creators. Eliminating daily health checks, status pings, blockers, and deadline reminders unlocks prioritized work and a much higher quality of customer service.
1. A Matching Framework
Sphere developed a "matching framework" that pairs each new project with the best-suited producer. The framework includes multiple automations that quietly improve producer efficiency without changing how the team works day-to-day.
2. Risk-Aware Auto-Assignment
Producers used to spend significant time hunting for projects at risk. A new algorithm identifies at-risk tasks automatically and assigns them to the most suitable producer — turning reactive firefighting into proactive triage.
3. Filters and Matching for Continuity
Top-tier UI/UX matching logic and filters let users quickly find a needle in a haystack of needles. The ability to narrow results efficiently — without losing context — keeps the user experience continuous as the user progresses toward their goal.
The Results
Matching logic and filters became a top UI/UX innovation in the product, and continuity of the user experience emerged as the overarching theme. Users move smoothly toward their goals while maintaining a sense of UI stability — and producers spend their time on judgment work, not janitorial work.
