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Filmora Video Editor

New Screen: the user retention hero

Date: 2017/2018

Filmora 8.5: User Interface from installation to new project screen

Context

2017/2018 was a period of significant transition for Wondershare’s video editor: Filmora. On June 20, a new brand mission that would empower young creators to work in a more comfortable drag-and-drop editing experience was the promise we were all committed to release.

My Role

- UX data analysis
- Usability test monitor
- UI and prototype

Project Team

UX Researcher: Mariam Khan
UI/UX Design: Terry Mota
Chief Design Officer: Shantanu Jahagirdar
Marketing / Product Managers: Ricky Cheung and Cole Vinyard
Tech Expert: Connor Zhai
Customer Service: Krystal Bezeau

Problem: Bounce rate

A significant percentage of trial users stopped using the software without trying to create their first project.

New Filmora 8.5: Target User Journey Exit

AskAvisar Everyday was seeking for branding engagement to help them create an identity. Avisar  Everyday Solutions is associated with the CPA firm, Avisar, but they would like to create their own identity and reputation as they grow and outlive the Avisar name.

Solution

A “New project” screen was implemented, and a design sprint was actioned with user research, prototype, and A/B testing.

Process

Usability test: 5 Testers with similar user profiles gave us a live interview where we could collect information as the user started using the prototype.

Define Goal: After identifying the problem in the user journey the team decided on designing a new installation screen.

Realistic Prototype: After testing the new installation screen among our interviewee our team has new assumptions.

Hypothesis:

"Most of the target users would choose the full mode if they could see it first in the screen";

"Easy mode icon was too prominent, making it even more important in the hierarchy."

Solution

The Brand Design took us to a long process of learning. Brand Adjectives Moodboard were built in collaboration with the team and core values were brought to the screen as we started to sketch new shapes and colours. How could we translate these values into visual? We could see it from all angles picking up the best choices as we moved into new stages of concept creation.

Option A: New Project screen without the Easy Mode Feature + new product features
Option B(Winner): New Project Screen with Easy Mode Feature + new product features

Results


A significant number of users were looking for a "full feature mode" but ended up clicking in the "easy mode" instead. The winner screen delivered a correct hierarchy, leading us to implement this layout later in the next version.

Solution

The Brand Design took us to a long process of learning. Brand Adjectives Moodboard were built in collaboration with the team and core values were brought to the screen as we started to sketch new shapes and colours. How could we translate these values into visual? We could see it from all angles picking up the best choices as we moved into new stages of concept creation.

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