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USING DESIGN EXPERIMENTS TO KICKSTART STRATEGY Ha Phan @hpdailyrant Principal UX Designer, GoPro Software & Services
The Promise of Storytelling
The Problem of Over Capture
Finding a Point of View
Case Study: 3 experiments for Storytelling
Outcome and Guiding Principles
when people think of GoPro …
the promise of storytelling
capture storytelling
2015GoPro Mobile App
Control. Trim & Share
UX didn’t exist in GoPro Software & Services until mid 2014
2016GoPro Desktop App
offload. edit. share.
Keep your camera happy
the problem of over capture
living the moment curating
real life example
5 minutes of editing
how do we get there?
Editing is hard & time consumingThe landscape of video editing is fraught with controls and a steep learning curve.
Adobe Premiere
iMovie
The black box of good storytellingYou know it when you see it, but you can’t deconstruct it. You don’t know how to get there.
“I know what a good video looks like, but I don’t have the skills to make them look that way.” Josh
How might weenable users to create an emotional storyand make storytelling quick, easy and fun?
EXPERIENCE
tech innovationsexplorations
CORE PRINCIPLES | POV
exploratory researchmetricsexperiments
ASSUMPTIONS
Every product has to have a foundation — core principles supported by insights.
e
mental models INFORMATION ARCHITECTURE
INSIGHTS
foundation
EXPERIENCE
tech innovationsexplorations
CORE PRINCIPLES | POV
experiments
ASSUMPTIONS
What trade offs are users willing to make in a given context ?
e
mental models INFORMATION ARCHITECTURE
INSIGHTS
experiments
exploratory researchmetrics
trade off pay off
control automation
moments synched to emotional moments in music
Process
BUILDFunctional prototypes for diverging behaviors
experiment cycle
SYNTHESIZE / LEARNmental model,
motivations
TESTQualitative A/B Testing
Explorations & HypothesisTHINK
test behaviors not solutions
hypothesis mental modelmotivation
behavior 2
behav
ior 1
prototype to learn, evangelize to align
prototype 5 prototype 15 prototype 25 prototype 35
e e e
synthesisroadshow
synthesisroadshow
synthesisroadshow
authentic contentOver 150 GB of user submitted video
capture behaviorProvides clarity into what users are capturing and how they’re capturing.
understanding context
1. trim vs HiLight
2. linear timeline vs smart storyboard
3. music discovery
3 key experiments
research protocol
TOPIC TIME
Introduction 3 min
Exploratory Warm Up 5 min
Prototype 1 and 2(alternate between starting with each model)
40 min
Q&A from Observation Room 2 min
experiment 1
trim vs hilight
Cardiff by the Sea, CA - June 2015
Selecting a moment as the first step of video editing is more engaging and quicker than the traditional trim model (selecting ins and outs), even if it means giving up control.
experiment 1: trim vs hilight
HYPOTHESIS
model 1: trim (selecting ins and outs) model 2: HiLight (moment selection)
experiment 2: trim to clip vs HiLight
evangelize to align
prototype 5 prototype 15 prototype 25 prototype 35
e
synthesisroadshow
Story Expectationsclip lengths (3 - 5 secs)
good stories are short
flows and synchs to music
aspire to look like GoPro videos online
Moment Discoveryspeed over control
helps users find their narrative
scrubbing is fun, easy recovery
Focus on moments vs time promotes play over work
experiment 2linear timeline vs smart storyboard
model 1: linear timeline model 2: smart storyboard
experiment 2: linear timeline vs smart storyboard
experiment 2: linear timeline vs smart storyboard
linear model
time is infinite
clips and music are unhinged
smart storyboard
music is the story
clips expands and contracts to fit music
Adding moments to dynamically fill and synch to a predefined music duration will be quicker and easier for users to tell their GoPro story than a linear timeline.
experiment 2: linear timeline vs smart storyboard
HYPOTHESIS
Reachinggood-enough in least amount of time
Fast and synch to music is more important than control EFFORT / TIME
SATI
SFA
CTI
ON
effort : satisfaction
evangelize to align
prototype 5 prototype 15 prototype 25 prototype 35
e e e
synthesisroadshow
synthesisroadshow
synthesisroadshow
Effort vs Satisfactionfast over perfectautomated over controluser feels empowered
Music Synching feels magicalplayful and fun
experiment 3music discovery
Sampling from a short list and previewing music alongside story will push users to complete their story quicker vs. using controls to filter from a large list.
experiment 3: music discovery
HYPOTHESIS
model 1: short list model 2: filtered list
experiment 3: music discovery
evangelize to align
prototype 5 prototype 15 prototype 25 prototype 35
e e e
synthesisroadshow
synthesisroadshow
synthesisroadshow
Music Samplinghypothesis was wrong
music sampling along side preview is the pervasive behavior
music has to match the mood or intent of story
drives narrative
The interplay of narrative (content) and tone (music)
define narrativeserendipitously finding
moments
Identifying the Ending
Discover Moments
Reorder Moments Sample & preview
matching the feelingcompare possibilities
music discovery helps users find their narrative
music associationevokes story elements
moment discoveryto match music
Movement
Punctuate a Moment
Activity
Mood orFeelingAttitude
or Tone
Discover More Moments
outcome & core principles
EXPERIENCE
tech innovations
assumptionsexplorations
CORE PRINCIPLES | POV
exploratory researchmetricsexperiments
EXPLORATIONS
moments not time, are building blocks of story / memory
IP: music events as story structure e
mental models INFORMATION ARCHITECTURE
INSIGHTS
built foundation
“Houston, we have a point of view.”
we know what we don’t know
demonstrate critical micro-interactions
identify opportunities for IP investment
derive guiding principles for experience & strategy
evangelize design thinking & process
outcome
A good story …
matches the mood the user has in mind
about a topic or an eventhas a good ending
is short (less than 1 min, “people get bored”)
flows and synchs to musichas quick cuts or varied clip lengths
includes best moments (action, emotion, humor, interest point, what matters or is relevant to me)
activity
scene placement
image Quality
emotion
relevance / context
the atomic momentthe smallest emotional trigger
Guiding Principles
MAGICAL
MOMENT-FOCUSED EMPOWERINGMAGICALLIGHTWEIGHT
HiLight focused vs. tweaking and synching time
Simple, get to “good enough” with few
controls
It just knows. Minimal time investment with
delightful returns.
Makes the user feel like they’re better than they are. Builds them into better storytellers.
EXPERIENCE“You solve one problem and you solve the next one.
And if you solve enough problems you get to go home.”
