CHERRY LI
DESIGN
ARTWORK
ABOUT
UX/UI • Service Design • Platform Redesign
NEXTBIT — Redesigning a Film Equipment Rental Platform
8-bit Rental specializes in film equipment rental and sales. Through design research, I identified challenges like complex selection processes, lack of real-time inventory, and weak brand presence.
I created a user-focused interface that simplifies selection, adds real-time tracking, and strengthens brand identity. This led to improved brand recognition, higher conversion rates, optimized MVP, and increased purchasing power through bundles and loyalty rewards, ultimately boosting customer satisfaction and market competitiveness.
Role
Lead UX Designer
Duration
12 weeks
Team
4 people
Tools
Figma, Miro
The Challenge
8-bit Rental is a New York–based film equipment startup offering affordable, flexible rentals for creators. As the company expanded, its digital presence failed to communicate its value clearly.
Key problems:
Low brand recognition
Complex equipment selection process
No real-time inventory visibility
Fragmented web and mobile experience
Pain Points Analysis
Lack of Brand Awareness
Users struggled to understand what made 8-bit Rental different from competitors.
How Might We
Use the website and app for precise brand positioning and visual communication
Consistent Branding
Across the Interface
Interactive Brand Timeline
How Might We
Use the website and app for precise brand positioning and visual communication
Consistent Branding Across the Interface
Interactive Brand Timeline
Inefficient Customer Reach
Specialized offerings like robotic arms and APARO lighting were hard to discover.
No Seamless One-Stop Experience
Browsing, booking, payment, and delivery tracking were disconnected.
How Might We
Integrate search, product comparison, booking, and payment functions
Quick Access Menu
Real-Time Availability and Booking System
Industry Research
A Rental company offers a wide range of cameras, lenses, and filmmaking equipment for rent.
Lack of Specialty Equipment: Focuses on standard filmmaking tools but lacks advanced options like robotic arms or specialized lighting systems.
Limited Collaboration Opportunities: Does not offer programs or incentives for young creators or partnerships with artists.
Generic User Experience: Provides efficient rental services but lacks a unique user experience tailored for creativity and experimentation.
Narrow Target Audience: Primarily targets small teams and independent creators, leaving gaps for larger-scale productions or corporate clients.
No Brand Community: Does not actively promote collaboration, loyalty programs, or a creative community for users to engage with.
A peer-to-peer rental platform where users can rent or lend film equipment.Focuses on affordability and local availability.
User Research
A significant gap exists between film equipment demand and affordability for underfunded creators. High rental costs, insurance, and deposits create barriers, limiting access. Solutions like subsidies, student discounts, or community initiatives could promote inclusivity and innovation in NYC's film industry.
Interview
49 Professional
12 Professional Filmmaker
“Availability and reliability. If I book something, I need to know it will be ready and in perfect working condition. Timing is everything in our industry.”
9 Student Filmmaker
“On average, we rent for 5–10 projects a year, often requiring large orders of cameras, lighting, and other gear.”
28 Corporate Client
“Yes, coordination can be a headache. It would be great if we had a dashboard where we could track our orders and see delivery schedules in one place.“
The interviews highlight diverse user needs across professional filmmakers, corporate clients, and student filmmakers, revealing key priorities for a rental platform like 8-bit Rental:
Availability and Reliability: Professional users prioritize dependable equipment that is ready and functional for short-term shoots, where timing is critical.
Streamlined Coordination: Corporate clients value tools like dashboards for tracking orders, saving custom equipment packages, and corporate invoicing to simplify large-scale operations.
Affordability and Accessibility: Student filmmakers seek affordable pricing, student discounts, and convenient delivery or pick-up options to manage tight budgets and deadlines.
Future Strategic Analysis
The future of 8-bit Rental lies in transitioning from a traditional equipment rental company to a creative platform that empowers young creators and artists. This shift involves offering accessible high-end tools, fostering collaborations with creatives, and developing a community-focused ecosystem.
Current Model
Renting and selling film equipment.
Future Model
Providing affordable access to high-end equipment, mentorship programs, collaborative projects, and content creation spaces.
Key Future Strategies
Technology-Driven
Services
Building a Creative
Community
Expanding the Market
through Accessibility
Ideation
Website Interface Design
Home Page
Display the mobile app in the most obvious intro page in order to let the user experience the one-stop service.
The Light Filter simplifies finding lighting equipment by filtering heads, type, manufacturer, speed, and IP rating for tailored solutions.
Equipment Rental
Collaboration Page
This text outlines the company ideal candidates and what we offer
App Wireframe Design
Service Blueprint
