Business Issues & Project Objectives
Our client, a leading video-sharing platform, is developing a free mobile video editing app. In a highly competitive and saturated market, they need to differentiate their product by addressing creators’ unique and diverse needs. By deeply understanding how cultural values and regional nuances influence creators’ workflows and feature preferences, they aim to identify and prioritise the most impactful functionalities to drive high-priority development and stand out in the market.
Our Approach
- Pre-interview survey to provide a foundational understanding of their workflow process.
- In-depth interviews (in-home & remote) to observe creators' environments and identify their desired features and cultural needs for actionable product insights.
Outcome and Project Impact
We identified creators’ journey insights, including their key workflows, tools, and emotional touchpoints.
We were also able to inform strategies to improve engagement by highlighting preference for functionalities and addressing core creator motivations.
