Content Creation from
Session Recordings
Editing and re-purposing of recordings
Airmeet
My role
UX research | UX design | User testing
Project duration
8 weeks (Sept to Oct 2023)
Overview
Events are like goldmines for marketers not just because of attendees who could be their future customers but also for the content generated from the events which they can use to further market their product/service. After hosting an event, marketers want to further use the session’s recordings to generate lead. For that, they have to create short clips from the recordings and post it on various platforms. Each client at an average conducts the following annually -
03
No. of events in a year
11
No. of sessions in a year
56
No. of clips generated
Initial problem statement
The process of converting a recording into a usable piece of content is
time-taking, requires specialized skills and is extremely complicated.
The challenge is to simplify the process for event marketers.
Secondary research
91%
of businesses use video as a marketing tool.
Lack of time
remains the #1 barrier to video marketing adoption.
-
6 out of 10 marketers spend between the 11-50% of their marketing budget on videos.
-
​38% of marketers create their content in-house. 24% of marketers out-source the task.
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75% of marketers say they’ve used AI to help them create or edit marketing videos.
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1/3 of marketers who don’t use video say it’s because they don’t have enough time.
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20% of marketers who don’t use video say it’s too expensive.
Primary research
Research goals
-
To know the mental model of the marketer and the system by which they are currently generating post event content.
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​ To understand the pain points of the video marketer.
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​To understand the role of AI in the current video marketer’s context.
User persona
Angel Matson
Marketer, Utopia
32 M | Tech Savvy
Angel is very busy product marketing professional. He works for a fast growing start-up with a lean marketing team. His company conducts frequent marketing events and he has to perform all the post-event tasks of editing and repurposing the session recordings. This takes up lot of his work-time as he is not a professional video editor.
Pain points -​
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No time to go through individual session recordings. Managing multiple tasks becomes overwhelming.
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Using multiple tools for video editing and copy writing, this makes the process time consuming & cumbersome.
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Professional tools can have a learning curve.
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​Every tool has its own subscription charge which increases the post production cost.
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​Data security issue because of usage of multiple tools.
Needs -
Simple one stop solution for video editing & text generation.
User journey map
Takeaways
Users must be able to
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trim session recordings using seek-bar.
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split a session recording into 2 parts.
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insert transitions between 2 timestamps
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change screen layouts between 1:1, 16:9, 9:16, 4:3.
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change font, background color, text color of the captions.
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add brand logo to the video.
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export the final clip created.
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create textual content like summary, social media posts and blog posts,
Users could also
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select portion of session recording using the transcript and trim it.
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choose from AI based clip suggestions without having to put in lot of effort.
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customize outputs of AI based textual content wrt word limit, tone & keywords.
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edit the transcript & search keywords on transcript
Final problem statement
The process of converting session recordings into short and crisp consumable content pieces which can be posted on various platforms is time-taking and complicated. It involves -
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Viewing transcription to select portions
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Editing the video and adding styling components
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Generating relevant textual content
The challenge is to create a simple one-stop solution that can cater to all these functions.
Goals
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The user should be able to immediately view the transcript and select portions for trimming from the recording.
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​The user should be able to trim the recordings to create multiple clips (using seek-bar) with the desired branding/orientation/overlays/transitions so that they can be repurposed for different objectives.
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​User should be able to generate appropriate textual content using AI for further using the clip.
Success metrics
Increase in -
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No. of B2B Marketer customers who edited at least one recording.
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No. of clips created from session recordings.
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Percentage of recordings edited.
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No. of clips re-used in future webinars.
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No. of clips embedded on web pages.
Information architecture
Initial ideas
Final designs
Visual design was finally concluded in coordination with Alisha Gupta, visual designer, Airmeet.
AI suggested clips
Trimming, layout out selection, adding intro-outro
Various states of the transcript widget & seek-bar
Branding, captions & backgrounds
Generating textual content with AI
User testing
User testing took place by the help of the same 3 marketers were interviewed. 1 internal employee & other 2 marketers from client companies.
Feedbacks
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Ability to edit the transcript before editing the video and ability to search keywords from the transcript might improve & simplify the UX.
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Along with AI text generation, thumbnail image generation might also be useful to make a social media post or blog post.
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Nomenclature - ‘Create clip’ or ‘Video editor’ or ‘Text generator’ does not do justice to respective the features.
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These are extremely powerful features, which are hidden under the sessions > session recordings page. Discoverability could be a challenge leading to low adoption.
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​Ability to be able to directly make the post to social media platforms from Airmeet can also be given a thought.
Way forward
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Edit the transcript & ability to search keywords - to be taken up in V2.
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Thumbnail image generation - Can re-use the current AI based image creation feature (to be taken up in V2)
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‘Create clip’ & ‘Text generator’ to be terminologies to be used based on the competitor study.
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Discoverability needs to be addressed immediately on summary page (event dashboard), session recordings page (event dashboard) & session recordings page (community dashboard).
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​Directly make the post - to be evaluated.
Further designs
Banners for increasing discoverability / visibility of the 'create clip' feature
