In 2020, Letterboxd’s explosive growth brought in an influx of younger, casual film fans.
Letterboxd is a social film discovery platform, but it's surprisingly hard to be social.
A "Film Club" feature, which helps users discover niche movies, watch asynchronously, and meaningfully interact with the community.
Letterboxd can’t keep up with the community features that users have been asking for.
Casual fans now make up the majority of Letterboxd’s user base, and have different needs.
Interacting with Letterboxd’s community is intimidating and time-consuming. This makes it harder for users to discover and watch films.
How might we help casual film fans discover film and hone their taste directly alongside the Letterboxd community?
Brainstorming a feature that promotes film discovery and direct community interaction
Adding guardrails and further defining the new Film Club feature
Mapping out intuitive entry points to integrate Film Club throughout the app
Designing key scenarios over separate time periods — from joining an event in advance, to when the event goes live
Recreating Letterboxd’s UI Kit to create a visually consistent experience
Testing the new Film Club feature with Letterboxd users
Introducing Letterboxd's Film Club
1. Accessible, relevant discovery from the Home tab
2. Multiple film discovery options
3. Plan ahead and watch film
4. Casually watch movies with friends
5. Direct social interaction
6. Track Film Club activity in personal record
What comes next?
What I learned –
🔎 Adapting to flawed design systems
🔖 Feature naming is an art
🤝 The strength of communities