Business Issues & Project Objectives
Our client, a leading online video platform, was looking to further develop their video editing app; so they needed to understand Indonesian creators' (including Gen Z creators) behaviours, attitudes and their underlying motivations in editing videos; prior to its launch. Once the beta version was launched, they want to gain insight and feedback from users for further refinements of the editing app.
Our Approach
We conducted a two-phase qualitative UX research with a mix of in-depth interviews and immersions involving content creators (including Gen Z) with different profiles (subscriber amount, tenure years, video category focus, platform usage, etc.)
Outcome and Project Impact
Phase 1: identified behaviours and attitudes of Indonesian creators in creating and editing video content (including the apps they use, pain points, and ideal video editing experience).
Phase 2: Gained insight into pain points when using the app and identified suggestions for improving the app and making it a leader in the market.
