Ballet Factory
A platform concept for ballet dancers of all levels, designed through research to support consistent and structured training.
Project Summary
Ballet Factory is a self-initiated platform concept created to support both professional and non-professional ballet dancers in building a consistent training routine. The project addresses key gaps in existing dance platforms—such as unclear coach credentials, undefined skill levels, and a lack of scheduling tools that help users stay motivated.
This case study follows a full UX process, from research and user interviews to prototyping and usability testing. Each design decision was driven by real insights gathered through testing and iteration—resulting in a clearer, more structured, and user-focused platform that reflects the real needs of dancers learning online.
Key results
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Designed a platform concept from scratch based on research with professional and non-professional ballet dancers
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Created responsive flows tailored to users' experience levels and training goals
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Conducted remote usability testing with 10 participants across mobile and desktop
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Identified and prioritized 4 critical usability issues, focusing on areas that impacted navigation and task completion
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Improved scheduling, coach discovery, and menu clarity — observing clearer user behavior and fewer misclicks
1. Context & Research
Context
Having been a ballet dancer for many years, I often detected everyday challenges faced by both experienced and beginner dancers— even before I discovered UX design. Working within the dynamic dance world, I noticed the difficulties that many dancers encountered, such as limited access to resources and training opportunities tailored to their level. This realisation sparked my interest in exploring better ways to support the community. To gain deeper insights and uncover their true pain points, I began a series of interviews with dancers from various backgrounds.
Interviews
To build on the insights from my own experiences, I interviewed seven participants—four professional ballet dancers and three dance enthusiasts with less formal training. These interviews were conducted both in person and over Zoom to include participants from different locations. My goal was to understand their experiences with dance platforms, identify unmet needs, and pinpoint what they felt was missing. After gathering all the responses and performing affinity mapping, I pinpointed the main insights that are essential for building a dance platform that truly meets users' needs.
Expert Coaches
Ensure instructors are highly qualified with proven professional experience and clear background details
Defined Skill Levels
Clearly separate and define levels so that the platform is neither too easy for professionals nor too difficult for beginners
Progress & Scheduling
Provide scheduling and progress tracking to help users stay committed to their practice
Dedicated Focus
Create a platform specifically focused on dance education and training
Personas
After talking with users and observing their behavior, I created personas that tell their stories—showing their unique qualities, preferences, and habits. This process helped me keep my design focused on real user needs.
How Might We (HMW)
Based on my research, I developed “How Might We” questions to define the real challenges. Working alone, these questions helped me focus on user needs and avoid early biases. This kept my design process rooted in solving real problems.
How might we showcase trusted, professional ballet coaches with detailed background information to boost user confidence?
How might we create an inclusive platform that inspires and supports both professional and non-professional ballet dancers?
How might we develop clear proficiency levels that build trust and guide users to content that matches their skills?
How might we design an intuitive scheduling tool that helps users stick to their lessons despite busy lifestyles?
Competitors
I reviewed competitor platforms, comparing their conceptual models with users' mental models. This process allowed me to identify what works well and what causes difficulties. The research provided a foundation for envisioning a conceptual model for my platform that could better meet user expectations, potentially saving time and avoiding common errors from the start.
2. Ideation
Site Map
To support a clear and structured user experience, I created a sitemap that outlines the core functionality of the platform along with potential features that could be added in the future. Although not every section was intended for implementation, this helped me explore how the platform could scale and support different user needs. The sitemap was slightly adjusted during wireframing as I refined the user journey and identified better ways to group and present content.
User Flow
To support a smooth and goal-oriented experience, I defined three main user flows based on interview insights and How Might We questions. These flows reflect the most important actions users wanted to complete on the platform:
- 1. Discover a Coach
Users can view coach profiles without logging in, helping build trust from the start.
- 2. Find a Class
Users can browse all content or filter by level and category for quicker access.
- 3. Schedule a Class
Selected classes can be added to personal calendars for better planning.
Brainstorm Sketches
During the brainstorming phase, I used hand-drawn sketches to explore layout ideas. Insights from research and user interviews gave me a solid foundation to experiment with different design approaches and identify effective solutions.
3. Design
Wireframes
Building on my sketches, I translated my ideas into wireframes that map out the interface and core user flows. I also defined a conceptual model that aligns with users' mental models, ensuring an intuitive design. My first learning point was that I expanded the scope too widely—creating frames for features beyond the chosen flows.In future projects, I plan to maintain a tighter focus on the essential paths.
Design Language & Mood
The visual direction was shaped by how users described ballet in interviews—elegant, disciplined, and full of energy. I used these emotional cues to build a colour palette, tone, and component style that avoids clichés while feeling creative and professional.
Hi-Fi Designs
After iterating on low-fidelity wireframes, I refined layout elements to enhance usability and visual appeal. User interviews revealed that most tasks are performed on laptops, so I took a desktop-first approach. For visual direction, I relied on key ballet associations—elegance, energy, and passion—to select a colour palette that balances timeless grace with vibrant energy. I was careful not to overuse pink, a clichéd choice that many ballet professionals find overdone, ensuring a design that appeals to modern, active learners while staying true to the art form's aesthetic.
User Testing
For the usability study, I conducted remote unmoderated testing to ensure a comfortable experience for participants with busy lifestyles. I used Maze and Useberry platforms, which not only provided valuable metrics—such as heatmaps and completion rates—but also allowed me to gather direct feedback on the users' experience with the platform.
The following scenarios were tested:
- 1. Scenario: Find Leslies Alexander's profile and find out what kind of classes are she teaching
- 2. Scenario: You have a pre-professional account. Log in into your account and find information about class "Ballet Class from Royal Opera house"
- 3. Scenario: Schedule this event in your calendar
10 participants :
- • 5 professional ballet dancers
- • 5 ballet enthusiasts
6 users tested mobile version
- • 83% task completion on mobile — one user did not complete due to a technical issue
4 users tested desktop version:
- • 100% completion rate
Affinity Mapping and Gathering Data
After completing the testing, I analyzed a wide range of data—survey responses, heatmaps, user session videos, and interaction recordings. I compiled the results into a structured table and then transferred the information into an affinity map to better identify patterns and understand the challenges users faced.
From this analysis, I defined 4 major issues that I decided to iterate on in the next phase of the design process.
Issue 1: Frequent Misclicks on the Calendar Confirmation (Mobile)
Before:
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This issue was identified through heatmaps, screen recordings, and user responses.
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4 out of 6 mobile users misclicked several times when trying to confirm a date.
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The calendar opened within the input field, but the "Done" button turned out to be too small and easy to miss on mobile, which led to some user confusion during testing.
After:
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Changed calendar to full-screen overlay with darkened background to keep user focus on the task
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Increased button size for better visibility and tapability
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Updated button label for improved clarity and action feedback
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Adjusted the "Schedule" button state to remain inactive until a date is selected, preventing confusion in the flow
Issue 2: Coach Levels Not Clear
Before:
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While 4 out of 10 users mentioned uncertainty about the levels a coach was teaching, the coach section was a key focus for users throughout research and testing, which made this point important to address.
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Some users weren't sure whether the coach taught beginner, intermediate, or professional-level classes. This uncertainty affected how confident they felt about joining a class.
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One user shared: "Very sufficient, considering that I am not logged in yet. I can see what areas she specialises in, but it'd be cool to know what levels she teaches as well."
After:
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Added clear level tags (as chips) at the top of the coach profile to highlight which levels the coach is teaching.
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Grouped videos by level, allowing users to quickly browse content relevant to their needs.
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Updated CTA by removing the "Follow" button (only available to logged-in users)
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Kept a single "Schedule class with me" CTA button to reduce friction and focus the action.
Issue 3: Search Function Not Discoverable
Before:
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Although the search function was already implemented, 4 out of 10 users either missed it or questioned if search was even available—despite it not being part of the testing tasks.
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This feedback appeared spontaneously in interview recordings and open text responses, suggesting users instinctively looked for this core feature.
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Uncertainty around how search worked or where it was located revealed issues with visibility and interface clarity.
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One participant noted: "Actually — can I search something here?" — a clear sign that the function lacked prominence in the interface.
After:
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Separated the search icon from other elements on desktop and placed it in a more visible spot for quicker recognition.
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Added an input field with placeholder text to guide users and clarify search functionality.
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Introduced a full-screen overlay on mobile with subtle guidance, helping users focus and reducing visual clutter.
Issue 4: Mobile Menu Clarity Issues
Before:
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In Task 1, one mobile participant (1/6) misclicked several times and attempted to close the menu instead of selecting "Our Team". This label caused hesitation, as confirmed by other users in open-ended responses—some weren't sure if it referred to teachers or platform founders.
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In Task 2, another user couldn't locate the "Log In" button and tapped in the wrong areas. She said she "clicked everywhere," possibly due to a Useberry issue, but her early behavior suggested the button blended with nearby elements.
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These patterns pointed to unclear menu structure and low visibility of key actions on mobile.
After:
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Renamed "Our Team" to "Coaches" for clearer user understanding
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Introduced dividers between sections to improve visual grouping
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Increased button spacing for better clarity and tapability
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Preserved proximity between "Log In" and "Start free trial", while improving visual separation to avoid blending
Prototype
Reflection and Next Steps
Reflection
This was my second UX case study and an important step in my learning journey. With a background in ballet, I felt closely connected to the topic—but one of my key takeaways was learning to design beyond personal experience and focus on a wider group of users.
The project took me through the full UX process, from early interviews to testing and iteration. Using both Maze and Useberry gave me real experience with remote testing. When technical issues came up with Useberry, I had to adapt quickly, which helped me build flexibility and problem-solving skills.
Managing scope was another challenge. I had many ideas along the way, but I learned how important it is to stay focused on the main flows and goals. In the future, I plan to keep a separate list for additional features, so I can revisit them without losing direction.
Overall, I believe the concept has strong potential. A major ballet platform recently introduced a similar feature, which confirmed we were addressing a real need. Seeing how user feedback shaped the design was rewarding, and I'd love to run another round of testing to validate the updates.
Future Steps
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Run a second round of usability testing to evaluate how the implemented changes have improved user interaction and flow.
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Extend the design to mobile app to ensure a consistent and optimized experience across devices.
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Explore deeper personalization and community features to support user motivation and reduce the feeling of training alone — especially for beginners and remote learners.