5 Months
UX researcher & Content Creator
Filmora
Background
Filmora is a globally used video-editing software designed for beginner and intermediate creators, combining intuitive editing tools with AI-powered features.
For the Filmora 14 launch, I led a multi-dimensional research initiative involving user testing, influencer evaluations, and feature-level analysis to optimize the product experience. By collaborating across PR, Product, and Marketing teams, I synthesized insights from both power users and new creators to transform technical AI capabilities into intuitive user workflows. My work focused on validating feature comprehension and translating complex functionality into high-impact messaging and onboarding strategies.
Core problem
The Challenge: While Filmora 14 introduced powerful AI-driven features, there was a significant disconnect between the technical roadmap and user mental models. The core challenge was ensuring that the go-to-market narrative didn't just highlight "AI" as a buzzword, but addressed specific creator pain points. We needed to bridge the gap between feature potential and actual usability to prevent friction during onboarding and ensure long-term user activation.
Approach: UX Research for Marketing Impact
1. Research Goals & Methods
Goals: Identify friction in onboarding and gather creator-specific insights to fuel authentic marketing content.
Methods: Conducted User Testing on AI features, Influencer walkthroughs, Surveys, and a Competitive Review to benchmark feature positioning.
2. Synthesis of Creator Needs
Sports Creators: High-intensity movements often cause subjects to drift out of frame; they required AI Planar Tracking to keep action centered and professional across dynamic footage.
Lifestyle Creators: Difficulty aligning digital overlays with physical aesthetics created disjointed branding; they needed an AI Color Palette to ensure visual harmony.
Results & Insights
From Research to Results: Unlike top-down market research, this project brought bottom-up, user-centered evidence into the decision-making process.
1. Key Insights & Market Alignment
Discoverability Gaps: Several advanced features were "hidden," slowing down initial user activation.
Messaging Mismatch: Testing revealed a gap between user expectations and feature behavior, allowing us to pivot launch messaging before the wide release.
2. Closing the Loop: Results
UI & Onboarding: Implemented contextual tooltips and guided workflows for influencers’ first edits.
Strategic Impact: This bottom-up research ensured Filmora 14’s launch was guided by evidence, creating a tighter alignment between design, user needs, and marketing strategy.
Source: YouTube — Filmora collaborations, “Filmora 14 AI Features Overview”
