This project was run as a 2 week sprint working alongside the Clipchamp team with two other designers and one developer.
- Product audit
- Research and user testing
- Product redesign
- A light brand refresh
The Clipchamp web app was first launched in 2014 and while the team were proud of their initial release, they continued to receive user feedback asking for a smoother, simpler and more engaging experience. The app lets users convert, compress and record video files. The app differs from other products as it runs in-browser but processes the videos locally on your computer, taking away the need to wait for a file to upload or software to download. It reduces the input video's file size with no visible quality loss, allowing for faster uploads to social platforms without compromise.
Clipchamp had unintentionally solved a unique problem for a niche market. A large portion of their user base were Chromebook users, as they were one of the only in-browser video recording solutions available online that allowed users to save directly to Google Drive. But other that, they had very little knowledge of who was using their product and why.
We began by reviewing their competitors and existing user feedback which allowed us to get a general sense for who their main user groups were. This also helped us to identify gaps in the product's functionality. File size prediction and more accurate control over format and compression levels were highly sought after.
A review of heatmaps and the site's analytics showed us that certain features were relatively untouched and user feedback confirmed that they were ultimately clouding the product's value proposition.
Chrome Store reviews showed there was a lack of knowledge in how the app worked and users had many misconceptions about the product that left them feeling disappointed when it didn't deliver what they expected.
We surveyed their subscriber database of 3200 active users. This revealed to us that Clipchamp users had a variety of needs - it was being used by video bloggers, students, GoPro enthusiasts and professional filmmakers of all ages and from all around the world. Many people were also using Clipchamp for personal use, to reduce the file sizes of their videos for cloud storage.
A surprising find was that there was a larger percentage of less technically savvy users than presumed, giving us the challenge of satisfying the requests of the more advanced while not overwhelming those less experienced with video terminology.
I facilitated the testing of our prototype over two days. We recruited six testers from the local area that were close fits to the four personas we created based on data gathered in our survey. Some were familiar with Clipchamp already and some were completely new to it.
As the testing took place over two days, the time in-between allowed for our team to implement changes based on the feedback from the first day. At the conclusion of the sessions, the testing revealed that:
The experience was simple, seamless and easy to follow.
The output options were sophisticated enough to satisfy advanced users, but weren't overwhelming to others.
The Clipchamp offering was communicated clearly, and users were aware of all features available.
We designed a lateral experience that takes the user through the process in clear stages. The simplified layout presents one decision at a time and only as they need to be made - not all at once, as was the case of the form-like experience of the old site.
We humanised the language, giving Clipchamp a voice that is helpful and supportive. By changing the way the output options were presented and described, we were able to fulfil the needs of both the advanced and less technically savvy users.
Users can now navigate back to a previous step at any point with their input information saved, rather than having to start over.
A subtle gradient transition was added to indicate progress in a waiting game that is usually quite stagnant.
New features include:
File size estimation
15s highlight clip
The ability to begin uploading to YouTube, Vimeo or Facebook while the file is still compressing (something that no competitor has been able to offer)
The new Clipchamp experience is now reflective of the technology that is backing it. More so, by working closely with the Clipchamp team we pushed them to create a more robust and reliable product, and to think more actively about their product roadmap.
I'm pleased to share that Clipchamp recently secured funding following their relaunch, and their entire team will be able to work on the product full time beginning January, 2016.