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Video Editor App

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PowerDirector

The best full-featured video editor and video maker

Repeatedly awarded Apple App Store and Google Store's

    annual recommendations

 Taiwan Excellence Silver Awards

Platform for iOS and android

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The App

Overview

PowerDirector is a video editing app designed specifically for mobile devices by CyberLink Corporation. It offers a wide range of powerful tools and features, along with an extensive library of resources. Whether it's title templates, dynamic graphics titles, transition effects, filters, or background music, PowerDirector provides everything users need to effortlessly create stunning video content.

However, the rising popularity of short-form videos on social media has led to the emergence of numerous similar video editing apps, affecting PowerDirector's competitiveness and resulting in a decline in downloads and user ratings. To enhance our product, we actively listen to user feedback, focusing on user experience and demands, to revitalize PowerDirector's competitiveness and drive growth in downloads.

Challenges

PowerDirector, since its launch in 2001, has been a longstanding and powerful app. While it has continuously introduced new features, there has been a lack of consistent focus on analyzing and discussing the user experience. Additionally, the horizontal operating mode of PowerDirector also sets it apart from the current mainstream vertical operating mode used by its competitors. This difference in orientation may impact the user experience and make the app feel less intuitive compared to its competitors. Furthermore, the interface of PowerDirector has remained largely unchanged over time, failing to keep up with current design trends. As a result, its design appears outdated when compared to its competitors. Therefore, we have engaged in discussions with the Product Manager (PM) and Engineering team to address these concerns and strive to make improvements to the PowerDirector App.

Interface Design of Early PowerDirector App

Work

Duty

• Planned and discussed user flow, information architecture 

  and function map of  every new  feature with PM and RD

  according to the spec. 

• Defined user interface guidelines, visual style and work with

  designers to standardize UI style guides.

• Collaborated with RD and marketing team to design

  user friendly UI based on user experiences research.

Frequently use the app to optimized user experience issue 

  and user flow.

• Collaborated with web commerce team to update App store

  images or promotion AD to achieve the best promo effect of

  new features.

Role

CyberLink Design Center Lead & UI/ UX Team Lead

Project Objectives

Keep reviewing user Interface and create better user experience according to user data, including redesign UI face,  UX flow and build better "in app purchase page" for PowerDirector. Meanwhile, keep developing advisor new UI design for each new feature release.

Tools

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Design Process

Understand Problem

Outdated UI Design Style 

The interface design of PowerDirector has remained stagnant for an extended period, lacking updates to align with current design trends. Consequently, it appears outdated in comparison to its competitors. This outdated image hinders its appeal to a younger audience, which is unfavorable for the product.

Messy Operation Process and Poor User Experience

PowerDirector has accumulated a plethora of features. However, due to the lack of continuous optimization, the user experience during operation is not so good, leading to a decrease in the utilization rate of these functions.

Confusing Function and Content Classification

PowerDirector offers a wide range of functions and content designs, such as special effects, titles, templates, textures, and more. These features are specifically designed to enhance the convenience of video editing for users. However, the categorization and layout of these functions can sometimes be confusing, making it challenging for users to locate and use them during the editing process.

The information on the subscription page is unclear

The effectiveness of the subscription page is crucial for the app's revenue. Currently, compared to its competitors, the subscription page lacks visual appeal and clear communication of the benefits of subscribing.

Organization

Objectives /

Solution

Redesign the UI design style and layout of PowerDirector

Optimize operational workflows to enhance the user experience.

Reorder and categorize

Reevaluate all the features and tools in PowerDirector (including content design) and readjust their placement. Place the most frequently used features at the front of the toolbar so that users can quickly locate them. Additionally, reorganize and group similar features together to reduce the number of tools on the toolbar. Currently, there are too many tools, which makes it time-consuming for users to find the desired tool.

Review the operational workflows of the features

Based on usability testing and user feedback, make adjustments to optimize the workflow of each feature. Also, examine whether the operational logic of each feature is consistent.

Improve subscriber retention and increase the subscription rate.

Enhance the design and presentation of the subscription page to increase its appeal to users.

Good Results

Increased Young User Base and Google Play Store's excellent rating

Previously, PowerDirector's user age distribution was primarily concentrated in the 40-60 age range, belonging to the older demographic. However, the 20-30 age group has now grown from a small proportion to over 20% and is continuing to increase. The significant increase in young users reflects the successful rejuvenation of PowerDirector. Additionally, PowerDirector has received excellent ratings and recommendations from Google Play and the Apple iOS Store, surpassing competitors in user ratings.

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Google Play Store excellent ratings and recommendations

Strong Growth in Total Download Rate (YoY)

Subscriptions have shown remarkable growth, with a 284% increase in trial-to-conversion rate.

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Revenue has exceeded expectations for this year, surpassing even the targets set for the next year.

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Initiating the Establishment of Design System

Design components can be shared among other CyberLink software to ensure consistency.

Enhancing the efficiency of RD, PM, and designers, enabling faster development of new features and products.

Diving into research

Through close collaboration with product managers and monetization team(customer service), we actively integrate user feedback, analyze product usage data, and conduct competitor analysis to gain a comprehensive understanding of our customers and market needs. This in-depth research empowers us to identify key areas that require attention. By leveraging these insights, we can make informed decisions and develop strategies to address critical areas and enhance our overall product offering.

Research
Methods

Customer Data

User Research

Usability Testing

Competitor Analysis

Information Architecture

Quantitative user research

We regularly collect and analyze user data, including content designs provided within the software, to gain a deeper understanding of user behavior patterns, preferences, usage needs, and the effectiveness of our services. With this data, we can better understand the user experience and make timely adjustments and improvements to our software.

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Competitor analysis

Additionally, we conducted an analysis of new(paid) features and compared them with direct competitors such as Videoleap, KineMaster, and Viva. We prioritized the implementation of new features and optimization of existing ones to ensure timely updates and continuous enhancement of our competitive advantage.

Value proposition

Actual user requirements

Orientation-specific editing modes requirements

Through competitor analysis and user feedback research, we found that most video editing software solutions adopt a vertical UI layout for their video editing interfaces. Vertical editing mode has become a trend, especially with the rise of social media, as users predominantly create and share 9:16 vertical videos on smartphones. Therefore, after integrating with iOS, our priority was to support vertical UI mode while retaining the original horizontal mode, setting us apart from our competitors. We believe that the vertical mode is suitable for quick editing of short videos, while the horizontal mode is more suitable for editing longer videos or projects with multiple tracks.

Intuitive and simple launcher requirements

Based on user feedback data, we have found that the most commonly used feature by users after launching the application is to create a "New Project." Over half of the users spend less than 15 minutes on video editing, and more than 40% of them share their content on social platforms, indicating a preference for creating social short videos. This explains why the "New Project" option is frequently visited. To address this issue, we need to highlight the "New Project" button and ensure users can easily find and access it.

Content design requirements

Through competitive analysis, we have identified that our product lacks distinctive features and innovative functionalities compared to our competitors. Additionally, in terms of content design, such as special effects, transitions, dynamic titles, stickers, etc., we need to strengthen the quantity and develop a more diverse range of options. This is crucial to attract new users to choose PowerDirector and consider subscribing to our services.

Organization objectives

User Subscription rate

We have been striving to offer a variety of subscription plans. However, upon comparing with our competitors, we found that the abundance of options may create confusion for users. To address this, we suggest emphasizing the annual subscription discounts and implementing promotional strategies, such as game rewards, during different time periods to enhance user engagement.

Additionally, during the editing process, we observed that users may encounter an excessive number of pop-up windows when accessing premium features that require payment. These pop-ups include subscription offers, feature unlocks, and game prompts, which negatively impact the user experience. Therefore, we recommend minimizing the frequency of pop-up windows throughout the user journey to streamline the overall user experience.

Implementing UI refinement design

Through user research and strategy analysis, we have identified our goals and the design requirements that need to be optimized, including the redesign of new vertical/portrait editing mode, startup page, main editing page, subscription page, and gamification. Once the new design is completed, we will conduct repeated internal user usability testing and optimizations, and track user usage data to ensure that the optimizations align with their needs and ultimately achieve a better user experience.

• New launcher page, vertical/portrait editing mode, main page.

• Subscription page

• Gamification page.

Functional map of PowerDirector

In mobile app development, both the feature map and user interface (UI) design are crucial considerations. The feature map helps designers and developers understand the user workflow and ensure a smooth and intuitive user experience. When designing new features, it is essential to review and update the structure of the feature map to accurately reflect any changes.

 

By examining the placement of each feature in the feature map and analyzing user data, we reorganized the positioning of features. We prioritized the most commonly used and essential features, making them easily accessible to users. These adjustments have enhanced user convenience and efficiency.

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Optimized launcher and main UI design

Application launchers are crucial for mobile app development, as they serve as the user's first point of contact with the app and set the tone for the entire user experience. A well-designed launcher can help users navigate the app quickly and efficiently, providing easy access to frequently used features and functions, which can lead to increased user engagement and retention. Therefore, it's important to continuously optimize and update the launcher to ensure that users have the best possible experience.

Start optimizing PowerDirector launcher

In order to let users edit videos easily and quickly with one hand, and also refer to popular softwares which are easy to use, we decided to redesign the launcher including main UI design, and refine the user flow which provided a new operation mode - vertical screen mode, to let the users switch between two modes easier.

 

Meanwhile, we planned to interact more with users, so we added our social media platform on the new launcher and added more cool demos and video tutorials for more interaction with our users.

Here shows the original version >>>

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The launcher of original version ( Landscape mode for Android only )

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Main UI of original version

Feature overview slider of original version

Refinement items and new launcher for portrait mode

  • Provide a new Portrait mode launcher, so that users can easily use PowerDirector App with one hand and without rotating their phone.

  • Rearrange launcher layout, refine UI flow, and highlight the “ + New Project button” which user frequently use according to the user data, to let users see it when they open the App.

  • Added tutorial videos to show how to do cool demos.

  • Added social media element info and cool demos on it.

Based on user's data feedback :

Among the existing users who enter the launcher:

‧ 28 % click on the project list.

‧ 45 % click on " + New Project."

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Promoting popular trending features

‧ 11 % click on Sample Project.

Promoting social media images.

‧ 3 % click on Get Inspired.

Tutorials / Tutorials / Youtube / IG / Produced Videos / Settings

‧ 12 % click on it.

New launcher of portrait mode

New launcher of landscape mode

The new launcher design should support both landscape and portrait modes, allowing users to switch between two modes by turning their smartphone.

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Final new launcher

Based on user feedback and data, we have found that the "New Project" button in the PowerDirector App launcher is the most popular, with a click-through rate of up to 55%. This indicates that most users open the app with the intention of creating a new video project, while an additional 20% choose to edit previously saved files. The click-through rates for other items are relatively lower.

To enhance the user experience, we have revamped the launcher design, focusing on features related to video editing. Upon entering the launcher, users will now immediately see the "New Project" button and "My Projects," encouraging a greater emphasis on video editing. Other features have been relocated to the top-left menu and bottom tab menu for easier access.

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When users first open the launcher, we guide them on how to get started with the "+ New Project button."

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Users can rotate their smartphones to switch between two editing modes: landscape and portrait.

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New main UI design for portrait mode

  • For the new portrait mode, we hope that users can learn and use it easily, so we re-examined the operation process of the original landscape mode, optimized and re-planned some functional items, and also redesigned the main UI to have consistency between landscape and portrait mode.

  • Added “+" button to let users into the main UI, they will notice it at first glance, and also add text descriptions to let users clearly know that the first step is to add their own video for editing.

New Main UI of landscape mode

New Main UI of portrait mode

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