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
Your Location
San Francisco, CA
Search cameras, lighting, drones...
Lighting near me
Camera stabilizers
ARRI lighting
Robotic arms
Lens kit
8 equipment nearby
Map
List
⭐ Closest Available
Aputure 300d II
0.3 mi away • $180/hr
View
Aputure 300d II
Lighting
$180/hr
• 0.3 mi away
Available Now
View Details
⭐ Closest
$180
0.3mi
$200
0.5mi
$350
$500
1.2mi
$450
1.4mi
$600
$800
2.3mi
$280
3 mi radius
Available
Unavailable
Your location
🖱️ Drag to move • Pinch to zoom
9:41
Home
Help
Delivery
Profile
Problem: Users couldn’t quickly identify which equipment was actually useful to them.
Solution: I introduced map-based discovery focused on proximity and availability.
Get Started
Find the right equipment faster with guided recommendations
What are you shooting today?
🎤
Interview
🎵
Music Video
🎉
Event
🎬
Short Film
📺
Commercial
📹
Documentary
Quick Actions
Find Nearby Equipment
Available within 1 mile
Browse All Equipment
Full catalog with filters
Popular This Week
Trending rentals
Same-Day Pickup
Available now
Good to Know
Pricing is transparent
No hidden fees. See exactly what you pay.
Insurance included
All rentals are covered with basic protection.
Flexible pickup times
Schedule pickup when it works for you.
Still need help?
Our support team is here to answer your questions
Contact Support
9:41
Home
Help
Delivery
Profile
Problem: The booking process was fragmented and unclear, especially around pricing.
Solution: I consolidated checkout into a single, transparent decision screen.
Equipment Details
1.8kW MSR M18
Daylight Head
$200
per hour
★
★
★
★
★
4.8 (127)
0.8 mi away
Available Now
Available Time Slots
Now
✓ Available
Today 3PM
✓ Available
Tomorrow
✓ Available
This Weekend
Booked
Best For
Studio photography
Film production
High-key lighting setups
Description
Professional grade MSR daylight head with exceptional color rendering. Perfect for studio and location work.
What's Included
•
MSR M18 Head Unit
•
Power cable (25ft)
•
Barn doors
•
Safety cable
•
Carrying case
Delivery Options
Pickup
Free pickup
Delivery
$25 same-day delivery
Specifications
power
1800W
colorTemp
5600K
cri
95+
weight
12.5 lbs
Pickup Location
200-298 Clipper St, San Francisco, CA
Insured Equipment
Quality Verified
Free Cancellation
9:41
Starting from
$200/hr
Check Availability
Problem: Users lacked confidence because key information was scattered.
Solution: I surfaced all critical decision-making information upfront.
Service Blueprint
