UX Design

Filmora Video Editor: New Screen - The User Retention Hero

In 2017/2018, Wondershare’s Filmora underwent a significant transformation. A new brand mission was launched on June 20, promising a more comfortable drag-and-drop editing experience...
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Filmora 8.5: User Interface from Installation to New Project Screen

Context:

In 2017/2018, Wondershare’s Filmora underwent a significant transformation. A new brand mission was launched on June 20, promising a more comfortable drag-and-drop editing experience aimed at empowering young creators. This period marked a commitment to a more user-friendly approach in video editing.

My Role:

  • UX Data Analysis: Diving into user interaction data to understand pain points.
  • Usability Test Monitor: Observing users in action and gathering valuable feedback.
  • UI and Prototype: Designing and prototyping solutions to enhance the user experience.

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 number of trial users were disengaging with the software before creating their first project, leading to a high bounce rate.

Solution:

To combat this, a new 'New Project' screen was conceptualized. A design sprint was initiated, involving user research, prototyping, and A/B testing to identify the most effective solution.

Process:

  • Usability Test: Five testers with similar user profiles participated in live interviews, providing real-time feedback as they interacted with the prototype.
  • Define Goal: The team focused on redesigning the installation screen to improve the initial user journey.
  • Realistic Prototype: New installation screens were tested among interviewees, leading to fresh insights and assumptions.

Hypotheses:

  • "Most target users will prefer the full mode if it's the first option they see."
  • "The prominence of the Easy Mode icon is overshadowing the Full Feature Mode, altering the intended hierarchy."
Option A
Option B


Options Tested:

  • 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:

The winning screen revealed that a significant number of users were unintentionally opting for the 'Easy Mode' due to its prominence. The newly implemented screen provided a clearer hierarchy, guiding users more effectively towards the 'Full Feature Mode.' This led to a reduction in bounce rates and was incorporated into the next version of Filmora.