Product Design Case Study

2022 November - 2023 February

Jonna Kim
Role
Product Designer
User Research
Persona
User Journey
User Flow
Brand Design
Wireframe
Prototype
User Testing

PROJECT OVERVIEW

In today's world, more people are creating dance videos with exciting animations and effects. However, learning dance online and using video editing tools can be challenging, especially for beginners. Our app provides a dedicated space for dancers to practice, record, edit, and share their dance videos effortlessly. Its core mission is to help dancers produce high-quality videos and enhance their dance skills.

PROJECT GOAL

Enable users to enhance their dance videos with advanced editing features, ultimately influencing the presentation and engagement of their choreography. Effectiveness will be gauged by comparing video views and engagement with and without these effects.

Empower users to learn choreography more efficiently, particularly benefiting those with time and budget constraints. We will measure effectiveness by analyzing the time people spend learning choreography with and without these facilitative features.

Pain Point 1
Memory Challenge
Users struggle with memorizing dance moves and waste time repeatedly replaying videos. Forgetting steps forces them to pause or restart recordings, hindering the learning and recording process.
Solution 1
Set an A-B section loop to repeat a particular section of the video.
Solution 2
Add a feature to change the video speed.
Solution 3
Cheat sheet on the screen while practicing & recording.
Solution 4
Re-record a video by making a specific motion without touching a screen.
Pain Point 2
Editing Complexity
While motion-animated videos garner more attention, video editing tools are difficult to master. Syncing music is a challenge, especially when users can't recall the song title.
Solution 1
AI identifies music in the video and automatically syncs it to the original sound.
Solution 2
Easy-to-use advanced editing features including position, scale, overlay, transition, fade in/out.
Solution 3
Auto animation based on the movement.
Solution 4
Save a draft with keyframes so users can come back and continue editing.
Pain Point 3
Upload Issue
Users seek assistance with configuring upload options, such as hashtags, descriptions, and video quality. Additionally, rectifying mistakes in uploaded posts can be frustrating.
Solution 1
AI checklist to optimise uploading options based on how algorithms work.
Solution 2
Preview feature showing what a final result will look like. (A video on the feed with all screen elements, including description, profile, tags etc.)

DISCOVER

USER INTERVIEW

Interviewee
10 people aged between 23 - 30
Who have created dance videos or tried learning dance online before.
Who used short-form video platforms before.
Goal
What are the pain points users have when learning dance online and uploading a video.
How deeply users understand the engagement of content and what can affect that.
Find out the needs and willingness to use advanced editing features to make professional videos.
Qualitative Research
Questions
Key Quotes
Have you tried learning dance online? Any difficulties you have experienced while doing so?
"Find out the needs and willingness to use advanced editing features to make professional videos."
Have you tried recording your own dance video? If so, was there anything slowing down the process?
“It’s really difficult to learn a complicated choreography online as it’s too fast to pick up the moves.”
How deeply do you understand upload settings(hashtags, video quality etc) and engagement?
“I do want to create fancy animation but honestly, don’t want to spend time learning editing programs.”
Have you used professional editing programs before? What made you use or not use them?
Questions
Key Quotes
Have you tried learning dance online? Any difficulties you have experienced while doing so?
"Find out the needs and willingness to use advanced editing features to make professional videos."
Have you tried recording your own dance video? If so, was there anything slowing down the process?
“It’s really difficult to learn a complicated choreography online as it’s too fast to pick up the moves.”
How deeply do you understand upload settings(hashtags, video quality etc) and engagement?
“I do want to create fancy animation but honestly, don’t want to spend time learning editing programs.”
Have you used professional editing programs before? What made you use or not use them?
Quantitative Research
Q1.
Q2.
Q3.
Q4.
How much time are you willing to spend to create a professional-looking dance video?
Have you tried recording your own dance video? If so, how many times on average do you take videos to get the best outcome?
Are you willing to use advanced editing features (animation, transition effects) if they’re easy to use?
How long does it normally take for you completely learn a less-than-a-minute long choreography?
Research Insight
01.
02.
03.
They want to make their videos look good but are reluctant to spend time or effort too much. Instead, they want to upload videos quickly and see how people react.
It seems like there are a few bottle necks slowing down the process of learning & recording dance, such as too fast choreography to pick up, syncing music, repeating specific sections of the video, etc.
Interviewees want to increase engagement on their videos but are not confident about how to configure upload settings.

COMPETITOR ANALYSIS

TikTok
Instagram
Steezy
Strength
  • Easy-to-use & high-quality editing (Auto-cut, overlay, split clips, noise reducer)
  • Simple and straightforward design.
  • Dominance of short-form videos(less than 15s) encourages people to upload videos casually with less pressure.
  • High-quality editing features (Align from the last video & Transition effect)
  • Modern and intuitive design.
  • Easy search with hashtags.
  • Highly engaging messenger (direct message).
  • Handy features for dancers to practice (camera angle, looping music, speed, mirror mode)
  • Structured learning (schedule, week program)
Strength
TikTok
  • Easy-to-use & high-quality editing (Auto-cut, overlay, split clips, noise reducer)
  • Simple and straightforward design.
  • Dominance of short-form videos(less than 15s) encourages people to upload videos casually with less pressure.
Instagram
  • High-quality editing features (Align from the last video & Transition effect)
  • Modern and intuitive design.
  • Easy search with hashtags.
  • Highly engaging messenger (direct message).
Steezy
  • Handy features for dancers to practice (camera angle, looping music, speed, mirror mode)
  • Structured learning (schedule, week program)
Weakness
  • Poor search experience
  • Hard to sync music with the original music used in the video.
  • It’s not possible to play a specific section. You can only play and pause the video.
  • It’s not possible to pause or play a specific section of the video (Reels)
  • Hard to sync music with the original music used in the video.
  • Limited editing features.
  • It’s hard to find specific content as search and filter features are separated.
  • Not providing CC
Weakness
TikTok
  • Poor search experience
  • Hard to sync music with the original music used in the video.
  • It’s not possible to play a specific section. You can only play and pause the video.
Instagram
  • It’s not possible to pause or play a specific section of the video (Reels)
  • Hard to sync music with the original music used in the video.
  • Limited editing features.
Steezy
  • It’s hard to find specific content as search and filter features are separated.
  • Not providing CC
Opportunities
Identify music automatically to easily find and sync music with the original video sound.
Easy-to-use & professional editing features.
Various player settings, including section loop to make the learning process easier.

DEFINE

PERSONA
‍


Nikki
24
‍
  • Bachelor's degree
  • Sydney
  • Single, live alone
  • Digital Marketer
“As a person with a big passion for dance, I want to learn dance trends and create professional dance videos, so I can earn more followers and become a popular dancer.”
Goals
  • Learning dance in a cost and time effective way.
  • Create professional & trendy videos with motion animation and effects.
  • Increase the number of followers and engagement.
Frustration
  • “The dance is too fast to pick up and I keep forgetting the move.”
  • “It’s annoying that I have to walk to the phone to replay a part that I missed.”
  • “Video editing programs aren’t easy to learn.”
  • “I’m unsure what makes content get more likes and views.”

LJ
18
‍
  • High-school
  • Melbourne
  • Living with parents
  • Student
“As a high school student who loves making dance videos with friends but is busy with the study, I want to create good quality videos as fast as possible so that I can do it more frequently.”
Goals
  • Create good quality videos as quickly as possible.
  • Getting more likes and comments on the video.
Frustration
  • “I’m not sure what kind of animation I should create on my videos.”
  • “I tend to forget the title of the song, especially when I record the video with my friend’s phone.”
  • “Uploading process(add tags, configure settings) takes too much effort and is repetitive.”

USER JOURNEY
‍

IDEATE

USER FLOW

DESIGN

Infinite Playground,
Infinite Possibilities,
Infinite Network.
An app to make you,
Groovers, Groove!

Typeface,

Colour Palette

I chose vivid orange, pink and a gradient of both as primary colours to represent ‘change’, ‘movement’ and ‘creativity’. Dark blue / navy, a complementary color to orange was chosen as a secondary palette.

‍
Primary
Secondary
Neutrals

LOFI WIREFRAME

PAPER Wireframe

HIFI WIREFRAME

Be a fast learner!
Features to reduce the time for learning, especially by making the process of memorising dance moves easier.
Cheat sheet on the screen while practicing & recording.
A-B section loop to repeat a particular section until a user can completely memorise it.
Change the video speed.
You can set the number to repeat recording to choose the best or mix multiple clips. You can also add break time between recordings.
Re-record a video by making a specific motion without touching a screen.
Make it fancy.
Groovers offers easy-to-use advanced editing features, including auto editing for each motion effect. Did you already record a video with music outside the app? It’s okay. We’ll find the music and sync it to the video. You just need to adjust the volume! It’s that easy!
Auto animation based on the movement.
AI identifies music in the video and syncs it to the original sound automatically. Users just need to adjust the volume to mix them.
Upload with one go!
Features to let users optimise upload settings that can potentially increase views and engagements and also to prevent any common mistakes when uploading a video.
AI checklist to optimise uploading options based on how algorithms work.
Preview options showing how the final result will look like on the feed.
Click here to see prototype!
‍
Project Overview
LOGO DESIGN / BRANDING
Luke is a landscape designer and horticulture consultant specialising in perennial gardens. This project was to create a logo to reflect his brand identity and speciality.

COLOR PALETTE

Created colour palette based on an image from Luke.

IDEATION

Final Design

Product Examples

© Jonna Kim
Jonnakim.design@gmail.comLinkedin