Animoto

Animoto

Animoto is a cloud-based video creation application that empowers users to create high-quality videos with zero production knowledge.

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a-phones@2x

Product strategy & goals

Product strategy 
& goals

Product strategy & goals

I worked with the Head of Product and Engineering Lead during our weekly brainstorms to roadmap product strategies. Out of the weekly sessions, we selected a few goals to add into our quarterly roadmaps:

Promote branded sharing by making sharing integral
to the experience


Expand free offering and promote frequent, frictionless, delightful usage of the product

Differentiate on quality by improving legacy UX/UI pain points from qualitative research

Implement A/B tests for KPI metrics and further
quantitative validations

I worked with the Head of Product and Engineering Lead during our weekly brainstorms to roadmap product strategies. Out of the weekly sessions, we selected a few goals to add into our quarterly roadmaps:

Promote branded sharing by making sharing integral to the experience

Expand free offering and promote frequent, frictionless, delightful usage of the product

Differentiate on quality by improving legacy UX/UI pain points from qualitative research

Implement A/B tests for KPI metrics and further
quantitative validations

I worked with the Head of Product and Engineering Lead during our weekly brainstorms to roadmap product strategies. Out of the weekly sessions, we selected a few goals to add into our quarterly roadmaps:

Promote branded sharing by making sharing integral to the experience

Expand free offering and promote frequent, frictionless, delightful usage of the product

Differentiate on quality by improving legacy UX/UI pain points from qualitative research

Implement A/B tests for KPI metrics and further quantitative validations

I worked with the Head of Product and Engineering Lead during our weekly brainstorms to roadmap product strategies. Out of the weekly sessions, we selected a few goals to add into our quarterly roadmaps:

Promote branded sharing by making sharing integral to the experience

Expand free offering and promote frequent, frictionless, delightful usage of the product

Differentiate on quality by improving legacy UX/UI pain points from qualitative research

Implement A/B tests for KPI metrics and further
quantitative validations

Make sharing integral to the experience

Make sharing integral to the experience

Make sharing integral to the experience

Make sharing integral
to the experience

Make sharing integral
to the experience

Working with a UX researcher, we gathered qualitative data to validate pain points about sharing videos from the app. I wanted to improve the sharing experience by making it easy for our users to share on various social networks. After our research, we found that a large percentage of our users wanted to share on Facebook. I sketched out possible user flows and landed on surfacing Facebook on the video details screen.

flow@2x

Validating hypothesis with A/B test results

After brainstorming, I wanted to test my hypothesis of simplifying the sharing process. If we surfaced Facebook, how likely will our users post their videos to that network? The Product Manager and I decided to validate our earlier findings by conducting an A/B test and agreed on using the result as a foundation to future iterations of the sharing feature.

Results
The A/B test results showed that the sharing rate increased by over 30% and over 17% of our users were sharing directly to the presented social network. My hypothesis was correct!

Introducing square styles for Instagram

Adapting the GIF Maker into an iMessage app

After seeing high usage and sharing rates of Animoto videos on social networks, we worked on expanding our free offering to Instagram. We introduced 3 new styles as part of our mobile video creation experience.

During my first week at Tumblr, I worked with the Messaging team to convert the GIF maker into an iMessage App. I worked closely with the iOS Engineers and Product Manager to ensure the GIF Maker experience was seamless for quick GIF creations in Apple’s messaging system.

Redesigning the music selection experience

Adapting the GIF Maker into an iMessage app

Animoto offers a wide range of license free music to accompany all video styles. Based on our qualitative research, we found that our users were struggling to discover other genres and wanted to use their own music. We categorized every song into genres, as well as, add the ability to use purchased music through iTunes.

During my first week at Tumblr, I worked with the Messaging team to convert the GIF maker into an iMessage App. I worked closely with the iOS Engineers and Product Manager to ensure the GIF Maker experience was seamless for quick GIF creations in Apple’s messaging system.

Results
The Instagram styles we offered became popular within our mobile user base and quickly saw a rise in requests for more styles! 9 out of 10 users found the new music selection experience to be very intuitive. All users were delighted to discover the wide range of genres Animoto offered.

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