Clipworks
SET Analysis
Market Analysis
Unmet demands of current market
The present competition focus on the beginner level and intermediate level of functions.
Beginners can edit a video by app but these apps usually can't meet the demands for intermediate and upper-intermediate users. There is a vacancy of demands.
Intermediate and upper-intermediate suers usually edit video by software like Final cut, Premiere and Davinci Resolve, but these software must be used on PC. With demands of immediacy and mobility, they need to use these kind of software on mobile phones.
The app should has a smaller operation mode like Final cut or Premiere's that has multi orbit for video editing and sounds editing. It be able to complete more complicated and creative videos.
Editing high quality video material like 4K and high code rate with no bugs and instability.
Operation mode can able to edit several tracks including video tracks, sound tracks and picture tracks, etc.
Target User Analysis
Target user's
They often use software like Final Cut, Premiere and Da Vinci to edit their works
They are intermediate and upper-intermediate users
They are the vloggers or media workers who publishing video on social media
Target user's demands
- Pocket edition
-Advanced function
-Superb user experience
-Faster in render and import
-Stability of process
Target user’s pain point
They want to edit and publish video immediately
For instance, a user would like to share his video on the trip. but they don't want to carry his laptop during travel.
Choosing some competitive products according to this analysis
User Research
Understanding User Habits
There are a lot of differences between the habits of advanced users in video production and novice users, and understanding their video creation habits is an important step：
Intermediate to advanced users need multiple tracks for their creative needs, and need to observe how they use multiple tracks to better accomplish their creations, as well as editing habits and processes, and some tips that can improve efficiency
User Experience Map
Wireframe
Take the Add Music page as an example, the main functions of this page are as follows：
Find music by category
Some of the genre like:
enjoy, soothing, dynamic, epic, travel, funny, electronic, etc.
Recommend music
Recommended Music will recommend the most used and most popular music by other users
Recently used music
In this way, it is convenient for users to quickly find used music, sound effects, because through user research found that voggers tend to design some of their own music, repeated use in the video
Local music
Users can import music from their phones or computers as well as some social media outlets
This stage usually friends 2-3 programs, such as the two in the example, the Option 1 puts the music styles tab and music list on the same page under the Categorize by Style tab, while in Option 2 the user needs to select a certain music style first, and then the list of music under the style will be displayed in a new page.
Music Selection Page Flow
Interactive description
Selected Example: Assets Selection Page
Interaction animation effects
In some complex interactive pages, according to the need to choose different interactive animation tools to describe the specific dynamic effects, on the one hand, it is convenient to show the program, on the other hand, it is convenient for the development team to understand the specific details of the interaction.
Here's an example of adding an assets page
Page Showcase
Organizational norms
User Experience Topics 1
Improve the conversion rate of pro member purchases through process optimization
As a tool software, prompting users to buy membership is the main business value of Clipwork and the way to realise, how to guide users to buy membership is the focus of the business process design.
Some features will be categorized as exclusive to members, and these are often the highlights and features of the software. But only non-member users who can experience these features will be willing to pay for a membership. This will increase the conversion rate of users.
In the design of this process, but also use the law of sunk costs in psychology, the user can fully experience these features when editing the video, but in the export in addition to the first few times after the trial, and then only members can go everywhere, so the process is designed to allow users to fully experience the product's core features at the same time also improve the conversion rate of members to buy.
Practical Effect
