The video editor provides effortless content creation giving training managers all the necessary tools to record and edit a great training video.
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Analytics revealed low customer engagement on video creation. The number of videos that have been created by customers were lower than we expected and most of them had been shot and edited outside our app. To understand why, we conducted 2 customer visits and talked to 5 customers over the phone.
Our investigation revealed that there were a number of limitations to the current video editor experience that stoped people from being able to get up and running quickly and also from being able to work as a power user. Some of these limitations came from the fact that the interface for recording and editing videos were tied together.
Other limitations included:
inability to do basic edits (trim, clip reordering and voice over)
lack of notification that recording has started
no ability to save and come back to editing later
no ability to use existing clips or videos
not available on the web app
no sync functionality for video projects.
Once we identified the customer needs we presented the key findings to the rest of the team. Then, we discussed the project goal and success indicator.
Goal: increase the number of lessons created. The lessons must had a video with 2 or more clips and longer than 30 seconds.
Success indicator: reduce the average time from sign-up to video created from 4.5 days to 2 days and increase the average video created per week by 3x.
The project scope included:
provide basic video editing tools including trim, rearragne clips and voice over
provide visual and audio notification that recording has started
allow user to import existing videos to the video editor.
We decided to tackle the requirements that had the highest impact on the overall customer experience in an attempt to increase early adoption and to give power users basic recording and edit tools to succeed.
Additionally to the customer visits and interviews we did a competitor analysis on video editors (web and native) including: Rush, iMovie, Adobe Clips, Google Photos, Spark Video, Jumprope and VoiceOver.
Then, we mapped out the full workflow for the video editor.
I prototyped 3 concepts of the video editor (mobile), exploring different ways to import existing videos, record new videos, trim and add voice over.
Then, I tested the 3 concepts with an experienced video editor. The purpose of this user testing was to identify pros and cons of the different options.
After that, I ran a feedback session with the team to present the prototypes and the user testing results. The team pointed out the development challenges and suggested different options to go around that.
The best concept was then refined and I did two usability tests with other video editors to validate the selected concept. This time I talked to another experienced editor and a video enthusiast. The user testings didn't reveal any major problems and gave confidence that we were on the right track.
After another round of iterations I had a meeting with our QA to identify edge cases. Once the video editor (mobile version) was ready to be built, I prototyped the web version keeping the same functionality and a similar experience. I did another round of usability tests with the same editors I had previously talked to test the web version. The results were positive and minor updates were made.
The new video editor was released in 12 November 2019 on Google Play and App Store. By 25 November 2019 the number of videos created increased by 3.5x and the average time from sign-up to video created was 2 days.
The improvements over the old video editor includes:
Trim clips: users can fine tune clips and easily remove unwanted content
Voiceover: users can add narration to their lessons after the editing is done
Rearragne clips: users can change the order of the clips anytime by tapping and holding on video clip they'd like to move
Notifications: users have now visual and audio notifications do indicate when a clip or voice-over are about to be recorded
Import from camera roll: users are now free to film activities as they happen, then turn them into lessons later.