UX Research–Driven Product Design & Marketing Improvements
Filmora is a globally used video-editing software designed for beginner and intermediate creators, combining intuitive editing tools with AI-powered features.
User-Driven Design Alignment
My work ensured that Filmora 14’s launch was guided by real user insights, creating a tighter alignment between design decisions, user needs, and marketing strategy.
Approach: UX Research for Marketing Impact
1. Research Goals
Identify which Filmora 14 features resonate with new users.
Uncover usability issues affecting onboarding and activation.
Gather creator-specific insights to support authentic influencer content.
2. Research Methods
User Testing: Observed new users completing tasks with updated AI features.
Influencer Sessions: Guided walkthroughs with creators evaluating advanced tools.
Surveys: Collected satisfaction ratings and open-ended feedback.
Campaign Data: Monitored engagement, CTR, and early user acquisition.
Competitive Review: Analyzed how competing editors position similar features.
3. Key Insights
Several key features had low discoverability, slowing activation.
New users needed clearer onboarding during their first edit.
Influencers requested simpler presets and workflows to showcase features effectively.
Users valued features differently than expected, revealing gaps in launch messaging.
From Research to Results
Unlike top-down market research, this project brought bottom-up, user-centered evidence into the decision-making process.
