There were currently no apps for film critics to use while watching and reviewing a film. The user base consisted of critics working for a company and freelance critics.
To better understand the user:
I started creating two user journey maps (one for each user) to look at the process of a critic reviewing a film. A paper user journey was made and then we digitalised it in Numbers looking at the stakeholder, emotion, channel, technology and context, creating one big user journey map. We found out that whole experience was important for the user, from looking up details of the film and watching it to reviewing it.