How Online Video Editor came to be – Part 1

Hi. We’re Furthermore, we are an experience design agency based in London.

We are currently working with Forbidden Technologies, who specialise in making video editing software.

Their flagship product ‘Forscene’ allows the editing together of video in the cloud. Much like traditional video editing software, but with the advantages of online team collaboration and remote workflows.

This blog post is the first of three detailing our process with Forbidden on their new product ‘Online Video Editor’.

We were asked to lead the design thinking for a new online video editor aimed at the consumer market. Until now, Forbidden’s main focus has been on serving the broadcast industry. This new product is aimed at a much broader audience. Whether you have edited before or are new to it all, we’re planning to create a product that welcomes you, guides you through a simple process and leaves you feeling excited and proud of what you’ve created.

To complete the project we are using a number of design methodologies. These are based on a combination of our own experiences and other processes influenced by companies and individuals we respect.

The first decision we made with this project was to embed ourselves within the team at Forbidden. Product Director Aziz Musa, leads business decisions, and the in-house design team headed up by Jens Wikholm was on-hand to discuss ideas and lend a hand. Working collaboratively allowed everyone to be close to the action!

We began with a survey to understand more about our target audience:

  • We learnt how often people take videos and on which device.
  • We asked about subject matter, the types of events they attended and duration of the footage they record.
  • We asked people who currently edit video together some more in-depth questions. We wanted to know about their frequency of doing so, how long they wait between shooting and editing, what software they use and how long they spend editing.

This gave us a great overview and threw light on some interesting insights. For example, 97% of people record less than 6 or less clips at any one occasion, with 78% of people recording less than 5 minutes of footage and 84% of people edit within 7 days of an event.

The survey also covered existing editing software. We wanted to know what people like and dislike about the competition. We put the competitor sites through their paces using the online user testing website, We discovered people were getting frustrated having to wait for things to be uploaded, hated buffering and if the interface didn’t allow them to do what they wanted or was too restrictive. Any limitations to their creativity were frustrating. However, when users got to see their movie, they were overjoyed. People don’t mind putting the effort in if it gets duly rewarded!

Using our findings we started an empathy mapping exercise. The object of this is to quickly develop a customer or user profile and helps focus a group’s attention on the people involved in a project. We used an empathy map exercise from the Gamestorming book by Gray, Sunni & Macanufo to keep it fun and relevant.

Using our empathy maps and our survey data as inspiration, we got together a larger group of individuals from Forbidden for a ‘Customer journey framework’ workshop. This allowed us to investigate the needs, pain points and concerns of each type of user at each stage of their journey. From awareness of the new brand through to becoming advocates, each stage will see wildly differing needs. In order to achieve a balanced product it is important that each stage is served equally, and takes into account the mind-set of the user at the time.

If you’d like to find out more about the customer journey framework, we highly recommend the Experience Design: A Framework for Integrating Brand, Experience, and Value book by Patrick Newbery & Kevin Farnham.

A great next step is to involve the same group of people in some more in-depth exercises. First up, ‘Crazy Eights’ are a fun group sketching task that allows people to get ideas out of their head and onto paper. From these quick sketches we created storyboards to make ideas more concrete and allow people to develop them further. During this process, everyone begins to feel part of the journey, feeling comfortable to give their opinion later down the line.

Coming up next: Using Google Venture’s design sprint methodology to run our first design sprint – from arranging users for user testing, to the offices, to testing our hypotheses.




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