BACKGROUND: Initially scratching my own itch as a content producer, I set out to build a tool that automates the post-production editing and syndication process.
ROLE: Established a Delaware C-Corp, fundraised seed capital and led all technical, design and user experience efforts.
GOAL: Enable the syndication of high-quality branded video, while simultaneously cutting the production efforts in more than half.
PROCESS: Rapid product iteration through customer development, user testing and conversion optimization.
A cloud-based production utility that automates the post-production of social video content by instantaneously attaching branding elements to content, such as pre/post-roll animations, logo watermarks and additional metadata. Users set default elements and connect syndication networks in advance on the web, then record and upload the core content from the mobile application.
In order to guide development efforts, I mapped out the structure of how the platform would handle content passed through the servers. Then filed USPTO Patent Application 15/594,415 (pending); defined as a “System and method for automating video bumpers on User Generated Content (UGC).”
IXD ・ UX ・ IA ・ UI
After validating the initial product use-case and learning from brand prospects through customer interviews about their pain-points incentivizing user generated content (UGC) creation, I mapped out a comprehensive user journey to guide the design of mobile and web interfaces.
Responding to feedback from unmoderated remote off-site tests (measuring behavioral analytics), and facilitated in-person interviews with strategic design partnerships, I evolved the product from a utility for content creators into a marketplace that connects brands with social influencers.
GOOGLE ANALYTICS ・ FIREBASE ・ METABASE ・ AMPLITUDE
Closely monitoring KPIs of users (publish rate) and brands (earned media value), I systematically iterated the product interface design to maximize the key desired results on both mobile and web.
Mobile Interface Design
SKETCH ・ PHOTOSHOP ・ MARVEL
I designed the experience around expediting the publishing process, and built triggers that would effectively encourage users to upload content from their device as quickly as possible.
Business Model Canvas
Led the experimentation of evidence-based learning around uncertain business model conjectures (displayed in teal) to more accurately prove uncertainties to be true (in pink). Would incorporate the appropriate tests into weekly sprint cycles and adjust future actions accordingly.
After monitoring traction metrics, revenue trajectory and analysing customer feedback, we modified the business model from direct (single content creator persona) to a marketplace that includes both buyers (brands) and sellers (influencers). While platform architecture modifications, and user interface design changes are relatively minimal, the impact to the bottom-line revenue of the business is quite substantial.