QuickFrame – Matthew Alessandri

BACKGROUND & ROLE

Businesses and video creators use QuickFrame to produce short-form video. QuickFrame is responsible for pairing both parties while overseeing the video lifecycle from start to finish. As solo product designer for this project, I was responsible for working closely with our engineering and marketing team to brainstorm, design mockups, interactions and final screens below.

Company

QuickFrame

Duration

Aug 2019 - Oct 2019

Focus

Product Design

THE PROBLEM

Frequently, the types of video businesses request are straight forward to create such as an animated logo or product unboxing. However, there are plenty of businesses that come to QuickFrame looking to stand out from the crowd with unique concepts in mind. These are the times where our example videos we provide are not enough to fully support their ideal aesthetic or concept. When it comes to bringing custom video ideas into fruition, mistakes inevitably happen. The root cause of this often derives from how traditional briefs are constructed. Regardless of the amount of explanation businesses provide for their vision, words can only accomplish so much. Businesses requesting their video to feel "modern" only leads to ambiguity for creative direction.

Update How We Brief

The primary goal was to pivot our briefing process from physical fill out sheets to a digital experience that enabled QuickFrame to be on par with our competition.

Reduce Project Revisions

Although revisions are included for each project, the more time spent on revisions means the less time we can take on new clients and utilize our top video creators.

Ask Less, Extract More

Our current briefing demanded a great deal of information from businesses that made the experience tedious which we knew could be concise if done correctly.

UPDATED USER FLOW

UPDATED USER FLOW

Creator interviews revealed parts of the information we had business provide for them attributed little to no impact of the end result. Because of this, we scaled down the steps of our briefing process for businesses to focus on the important details.

Creator interviews revealed that parts of information we had business provide added little impact to the end video. Because of this, we scaled down steps of our briefing process that wasted time for businesses so they could take less steps to communicate their vision.

WIREFRAME CREATIONS

Using wireframes, I was able to communicate designs with engineers and stakeholders to ensure the path being paved was feasible for development and met QuickFrame businesses goals. We then had a chance to demo these wires to Facebook for constructive feedback.

REFERENCE SELECTION

Having video briefs begin from QuickFrames explore page ensured that businesses had a clear reference foundation. Traditionally requesting a live action video was now replaced with a plethora of live action video examples for businesses to emulate.

BRAND INTERGRATION

For video references that included products or goods, We added a sense of personalization to the experience by giving businesses the ability to choose their product prior to briefing. Brand information that was inputted during onboarding truly made briefing faster.

VISUAL COMPANIONS

For use cases where no reference was suitable, the concept tool below was the saving grace. This was my proudest feature that I designed at QuickFrame that allows businesses to link photos and videos with word examples to further help convey their vision.

01.

Businesses are able to highlight one or multiple words that with the intent of attaching a visual example.

Hey there, this is the default text for a new paragraph. Feel free to edit this paragraph by clicking on the yellow edit icon. After you are done just click on the yellow checkmark button on the top right. Have Fun!

02.

From the highlight, they're shown relevant photo & video examples to choose from. They can even upload an example too.

From the highlight, they're automatically shown photo & video examples to choose from. They can even upload an example too.

From the highlight, they're shown relevant photo & video examples to choose from. They can even upload an example too.

03.

Once an example is selected, businesses are given an option to explain the rational behind the selection.

Once they select an example, an option is given explain the rational behind their choice. This integral step in the process helps creators align with the businesses vision.

Once an example is selected, businesses are given an option to explain the rational behind the selection.

04.

After the example and description are submitted, the word that was highlighted is now interactable on hover.

AESTHETIC CONTROLLS

Dependant on the reference format, businesses are provided stylistic questions that are relevant to the reference that was initially chosen. Businesses requesting the addition of using cloth for stop motion videos increases the deadline due to it's tedious nature.

CLEAR DELIVERABLES

Additional video assets such as logos and fonts are pull directly from the businesses profile for their choosing. Businesses can also select the aspect ratio of their video with placement context. All of this data becomes directly downloadable for creators to get started.

END COMPARISON

The recurring theme for this project was less is more if shown visually. Our traditional methods of briefing on the left was replaced with an updated version that achieved the same amount of necessary information from businesses faster on the right.

REVISION REDUCTION

To put our work to the test, our data analyst collected monthly breakdowns of projects that required 3 or more revisions. As a result of the concepting tool being introduced to clients, we saw a decline of projects requiring 3 or more revisions by an average of 23%

FINAL THOUGHTS

The biggest challenge of this project was to extract as much information from the businesses without making the experience feel as tedious as traditional methods. Finding the balance between asking too many and not enough questions is an area in which our team is still running today. Although this project was faced-paced, scrappy, and challening, I am proud of the work our team accomplished and am looking forward for future improvements.