Animoto is an ecosystem of cloud-based video creation applications and we help users create high-quality videos with zero production knowledge. As a product designer on the mobile apps team, our goal is to enable all users to produce high-quality videos and make sharing videos easy and simple.
For about a year, the mobile team was missing a Product Manager and the Head of Product, Mobile Tech Lead and I met weekly to brainstorm possible mobile strategies. Out of the sessions, we developed preliminary product goals:
Promote branded sharing by making sharing to social networks integral to the experience
Expand our free offering and promote more 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 further validation
MAKE SHARING INTEGRAL TO THE EXPERIENCE
While 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 their video on various social networks. After our research, we found that a large percentage of users wanted to share their videos on Facebook. I sketched out possible user flows and landed on presenting a direct share to Facebook button on the video details screen.
VALIDATING HYPOTHESIS WITH A/B TEST
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? My 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.
The A/B test results showed that the sharing rate increased by +30% and +17% of our users were sharing directly to the presented social network. My hypothesis was correct!
ADDRESSING PAIN POINTS IN THE CREATION FLOW
From our qualitative research, we found that many users weren’t able to discover additional functions and our quantitative data showed the 'intro and outro' cards caused friction in the experience with high drop-off rates. One solution was to surface the editing and rearranging functionalities for easier discovery. In the new workspace, users have a direct path to rearrange and edit their photos/video clips.
After conducting user interviews on the new workspace, 4 out of 5 users found the solution to be intuitive and simpler to use.
We’re currently running a few variations of A/B tests to validate our initial findings and we hope to ship this solution out to all our users very soon. Check out the Animoto iOS app and please share your thoughts! Feedback is always welcomed and a great way to discover more problems.