Design a short video app for the ZhiQun Community to encourage moviegoers making videos
Freelancer Design Project
07.2020 - 08.2020
Taste is an application that lowers the barrier of making videos for moviegoers and help them find their social community.
Scope
UX|UI Design
Design Strategy
User Research
Market Research
My Role
UX Designer
Lead the user research
Market Researcher
Lead user tests
Tools & Methods
Figma
Design Thinking, Problem Framing, Concept Ideation, Interaction Design
Field study, Survey, Interview, KANO Test
The Challenges - Understanding my goal
Inspired by the popularity of TikTok, short video apps are on the rise across various industries. Invited by ZhiQun, a famous design community from China, I’m going to develop an app centered around short videos as the primary form of media.
Current Situation
The thriving development of the film industry has led more and more people to step into movie theaters, and the rich film libraries of online streaming platforms have made movies a frequent leisure activity for people. However, there is currently no dedicated community app or platform explicitly developed for movie enthusiasts.
Like a good book or a compelling play, a movie can evoke emotional resonance and deep reflection in viewers. After watching a good film, many people experience a similar feeling: they feel emotionally touched, with a strong desire to share and communicate, yet they struggle to articulate their thoughts and find like-minded individuals to connect with.
Goal
We aim to use short videos as the touch point for content creation, encouraging users to share their feelings and stories related to movies by lowering creation barriers. Our goal is to create a friendly platform for active sharing and positive interaction among movie enthusiasts.
Solution Highlights
Part 1. Competitor Research
Currently, the market primarily consists of three main types of products: ticket services, video streaming apps, and comprehensive content platforms. Regarding functionalities related to movies, they mainly include ticket purchasing, viewing, rating, reviewing, rankings, news updates, movie-related merchandise, and secondary creation.
There is currently no all-encompassing comprehensive app in the market, and the three major categories of products available stem from the core needs mentioned above.
Key takeaways
Part 2. User Research
Quantitative research
Qualitative research
Research Findings
User Persona
To understand the user behavior and identify their motivations and pain points, 2 personas were created。
Click to mark key plot points
Ideation
User Journey Mapping & Problem Synthesis
Templates and editing tips
Key takeaways
Product Declaration
KANO - Function Priority Analysis
2 main communities
Drag to mark the previous 5 seconds
Up-front Research
How did I get there?
Problem Synthesis
Too many platforms provide various content, leading to a waste when selecting films.
It's hard to find indie films.
It is hard to reach people with similar tastes, and the shared thoughts can easily be misinterpreted.
Most platforms are too entertaining; it’s hard to generate communication.
It’s hard to balance how deep the content is and how readable it is.
For the general audience, it’s hard to express their thoughts and feelings, even if they desire to express them.
Information Architecture
Customer Journey
Low-fidelity Framework
High-fidelity Highlights
Discover opportunities through market research.
Validate and delve deeper into user needs through user studies to establish design objectives.
Use the KANO model to prioritize essential features.
Ultimately, showcase the entire app's page logic through User Flow and Sitemap.
Present the usage flow of core features through high-fidelity interfaces.
