I conducted a UX research study to identify potential issues and improve the user experience of Glam video editing app. The study encompassed several stages, from user research to problem identification and evaluation of importance.

Stage 1: User Research

User Surveys and Feedback Gathering:

Considering that the users are new to the Glam video editing app, I decided to focus on their initial impressions and experiences during the free trial. The study began with the distribution of surveys to 5 potential "Glam" app users (3 iOS and 2 Android users). These survey questions were supposed to capture the users' initial experiences and identify any issues or pain points they had encountered during the free trial of the Glam video editing app.

Below are survey questions tailored for users who have just installed the app and were exploring it for the first time:

Survey questions:

First Impressions & Installation Experience:

1.      What were your expectations before using the app?

2.      How would you rate the ease of the installation process for the Glam app?

3.      Did you encounter any challenges or confusion during the installation?

On-boarding Process:

1.      How would you rate the on-boarding process in helping you understand the app's features and functionality?

2.      Were there any aspects of the on-boarding that you found particularly helpful or confusing?

Initial Usage:

1.      Which features did you explore during your initial use of the app?

2.      Were you able to accomplish the tasks you had in mind during the free trial?

Discoverability of Features:

1.      How easily were you able to find and access the various editing tools and features within the app?

2.      Were there any specific features you had trouble discovering or understanding?

Performance during Free Trial:

1.      Did you experience any performance issues, such as lag or crashes, during your free trial usage?

2.      How did the app's performance impact your overall experience?

Feature Engagement:

1.      Which features did you find most valuable or enjoyable during the free trial?

2.      Were there any features that you expected to be available but did not find?

Learning Curve:

1.      How comfortable did you feel navigating and using the Glam app during the free trial?

2.      Did you encounter any challenges that hindered your ability to use the app effectively?

Likelihood to Continue:

1.      Based on your experience with the free trial, how likely are you to continue using Glam for video editing?

2.      What factors would influence your decision to subscribe or not subscribe to the premium version?

Feedback and Suggestions:

1.      Is there anything specific you would like to praise about the Glam app?

2.      Are there any improvements or additions you would suggest for a better user experience?

Comparisons to Alternatives:

1.      Have you tried other video editing apps? If so, how does Glam compare to your experiences with those apps?

2.      Are there specific aspects of other apps that you prefer over Glam?

Please follow the link below for the online survey distributed to the users: https://s.surveyplanet.com/rnoqr946

To see full survey answers from the respondents please go to Annex 1.

Summary:

The survey received responses from a diverse user base aged between 30-40, tech workers, 60% men, 40% women, active in social media.

Users reported issues mostly related to the app's performance, not smooth free-trial experience, poor features functionality, and interface complexity. A significant number of users also mentioned that the app felt slow and occasionally crashed during navigation and video editing sessions. 60% of the respondents did not manage to complete the tasks they had in mind and 80% of the respondents were interrupted from their tasks by crashes, lags and other technical performance issues. Not to mention, all Android respondents have not even been able to test the app properly due to the app’s incompatibility with the Android OS.

Based on the first impressions and experiences during their free trial – 60% of the respondents were unlikely to continue using the app in the nearest future. However their statements might be reconsidered if the comments and suggestions from the survey could be applied for the future app improvements.

User Interviews

After having analysed the survey answers and identified main issues and pain points - to gain deeper insights, I conducted in-depth user interview with 1 participant. This participant was a female of 32 years old actively engaged in video and photo-editing activities, regular social media user, used to posting stories, reels and vlogging.

This interview highlighted recurring problems identified from the previous survey, such as difficulty in locating specific editing tools, confusion regarding the order of actions required for common tasks, and frustration with lagging and crashes and more.

Interview questions:

1.      How often do you use photo or video editing apps?

2.      What is that you are editing the most? Adding filters, adding makeup, hair styles, etc, adding cloths, changing body etc.?

3.      What do you mostly use it for? Work, social media followers, friends, myself for fun?

4.      Do you feel like having a great video editing app would be a great thing to have?

5.      Would you be willing to pay for some high quality AI video editing app? How much would you be willing to pay if so (per year)?

6.      Do you feel like some on-boarding flow was needed? Like leading you through the features, or just getting directly to the functions and features was self-explanatory enough.

7.      What were the features that you liked the most?

8.      What were the features you found useless?

9.      Were there any features that you expected to have but did not find?

10.   Any big challenges you faced while navigating the app?

11.   Would you subscribe? What factors would make you to subscribe?

12.   What improvements would you suggest?

Task for the interviewee:

·        Install the app

·        Subscribe to Free Trial

·        Navigate the app, buttons, filters, scroll up down

·        Choose the AI video filter of your choice

·        Upload a video from your gallery

·        Check the applied transformation

·        Upload 1 more video and 1 photo

·        Apply transformations on these too

·        Check transformations

·        Explain your experience on all the stages of the task

Please follow the link below for the video of the interview: https://youtu.be/Wc_MTpn1Tfs

To see full interview answers from the interviewee please go to Annex 2.

User Task Analysis:

I observed users as they attempted to perform common tasks, such as loading videos, scrolling the cards, and applying filters. The analysis revealed that users often struggled with loading their videos to be edited and locating essential editing features in case of Android users, which led to frustration and increased editing time.

Stage 2: Data Analysis

Heatmaps and Analytics:

Unfortunately, due to not having access to in-app analytics and heatmaps I was not able to see how many users abandoned the app after visiting the editing screen, so I was not able to identify a bounce rate at this stage. This though could have given me information if users were encountering issues during the process. All my observations had to be made using qualitative analysis.

Competitive Analysis:

I  compared "Glam" with similar video editing apps, such as Premiere Rush, Quik, LumaFusion among others, and found that competitors had more intuitive interfaces and faster performance. Users also mentioned in interviews that they felt more comfortable using other video editing apps due to these factors.

Stage 3: Expert Review and Usability Testing

Expert Review:

I also conducted an expert review (even though this was not required) using heuristic evaluation methods, as I believe that this is an essential step in UX research), while which I identified several usability issues, including inconsistencies in texts & button placements, non-standard graphic elements, unclear workflow sequences.

Usability Testing:

In usability testing, users were asked to complete specific tasks while thinking out loud. I observed numerous instances where users expressed frustration and confusion, particularly when searching when uploading their videos for editing or applying transformation effects.

Stage 4: Problem Identification and Evaluation

Based on the results of the UX research interview as well as the data gathered and analyzed from the rest of the research stages, several key problems have been identified, each with varying levels of importance:

Confusing On-boarding and Paywall Experience (High Importance):

The user encountered confusion and frustration with the on-boarding process, particularly the misleading special offer paywall, making it difficult to reach the main editing interface. The unclear pathway and fear of unintended charges significantly impact the user experience and could deter potential subscribers.

Unrealistic Filters and Limited Editing Options (High Importance):

Users expressed dissatisfaction with the unrealistic filters and limited editing options. The app's tendency to apply transformations that were not requested, such as body changes and enhancements, significantly diminishes its usability and appeal.

Crashes and Technical Issues (High Importance):

The occurrence of app crashes, particularly when uploading a second video, and long loading times contribute to a frustrating user experience. Technical issues, including the app not responding to touch and inconsistent processing interfaces, need urgent attention.

Unclear Navigation and Lack of Visibility (Moderate Importance):

Users found it challenging to navigate the app, especially when attempting to close pop-up messages. The lack of visibility for certain buttons and unclear paths to the main editing screen contribute to a less intuitive user experience.

Inefficient Transformation Time (Moderate Importance):

The extended time required for video transformations, coupled with inaccurate progress indicators, contributes to frustration. A 10-minute wait for a 4-second video transformation is considered too long, impacting the app's efficiency and user satisfaction.

Annoying Pop-ups and Timing of Feedback Requests (Moderate Importance):

Users found the pop-ups requesting feedback to be too early in the user journey, before experiencing the app's value. The annoyance of repetitive special offer paywalls and frequent requests for opinions negatively impacts the overall user experience.

Lack of Desired Editing Features (Moderate Importance):

Users expressed a desire for more interactive features during the filter application, expecting the ability to create and customize transformations themselves. The app's current limitations and perceived suitability for a younger audience may hinder its appeal to older social media users and influencers.

Ineffective Communication of Filter Capabilities (Low Importance):

Users noted confusion regarding which filters were suitable for photos or videos. Enhancing clarity on the main UI about the purpose of each filter could improve user understanding and experience.

Conclusion

The UX research study on the "Glam" video editing app identified various critical problems affecting user satisfaction and engagement. Addressing these issues, particularly those related to on-boarding clarity, editing options, technical stability, and user control over transformations, is crucial for improving the overall user experience and increasing the app's appeal. It is also vital for retaining users and maintaining the app's competitiveness in the market. I would prioritize these problems in the design and development process to enhance the overall user experience.

Annex 1.

Survey answers:

First Impressions & Installation Experience:

1.      What were your expectations before using the app?

To be able to see a fully functioning Android app

Having a modern video editing app (something like instagram filters) with easy flawless interface and outstanding unique features

Great first impression, looks like a really easy way to apply AI to our pics and vids. After disable the trial, decline the payment and return to subscribe again an error appears. Finally, the trial can be done.

Quick intuitive app to transform already saved media via AI.

That it would be a video effects application with many options to choose

2.      How would you rate the ease of the installation process for the Glam app?

3.      Did you encounter any challenges or confusion during the installation?

On-boarding Process:

1.      How would you rate the on-boarding process in helping you understand the app's features and functionality?

2.      Were there any aspects of the on-boarding that you found particularly helpful or confusing?

·        Yes. No way to try the app on Android.

·        Yes. The bottom buttons are not well designed and the scrolls is not intuitive

Initial Usage:

1.      Which features did you explore during your initial use of the app?

·        Was not able to explore anything but scrolling up and down:(

·        Photo features because these were for free and I did not have to commit with my card to a free trial

·        Full UI, some AI features.

·        Uploading videos Transforming photos Transforming videos Trying effects from feed

·        Navigation

2.      Were you able to accomplish the tasks you had in mind during the free trial?

Discoverability of Features:

1.      How easily were you able to find and access the various editing tools and features within the app?

2.      Were there any specific features you had trouble discovering or understanding?

·        Yes. The app is unusable on Android

·        Yes. Like 2 play buttons on my video that was about to upload, 2s or 4s, not really clear what are these numbers referring to, not understandable the options I was given like "Only Magic or Include original" not sure, what was that all about...When I tapped on Create a video - it would say Exporting - Isnt it importing instead? Confusing.

·        Yes. I had to re-upload the same media multiple times for it to finally work. Independently of the file selected to be uploaded the progress percentage was 11 for the longest time, even if I cancelled the progress and began anew.

·        Yes.  Android version is not available, only some images are displayed.

Performance during Free Trial:

1.      Did you experience any performance issues, such as lag or crashes, during your free trial usage?

2.      How did the app's performance impact your overall experience?

Feature Engagement:

1.      Which features did you find most valuable or enjoyable during the free trial?

·        NA (app is not functional on Android)

·        I liked the variety of different transformation options, and having examples of how the transformation would look like.

·        UI is beautiful, looks easy to manage, great for social media

·        Photo edition was really fast.

·        I could not test these features in Android

2.      Were there any features that you expected to be available but did not find?

·        NA. App is not functional on Android

·        Yes. Live streaming option, possibility to take a video directly with the app

·        Yes.  Resolution and format selector

·        Yes.  Video editing features, import media features and settings

Learning Curve:

1.      How comfortable did you feel navigating and using the Glam app during the free trial?

2.      Did you encounter any challenges that hindered your ability to use the app effectively?

·        Yes. NA (app is not functional on Android)

·        Yes.Timing issues, loading time is inaccurate, 6 min too much, I almost gave up, but then it took less than 6 min. Also the app crashed right after the video was processed

·        Yes. Photos are not showing up automatically, need to tap on notification to show them. Error trying to load the same photo for another editing

·        Yes. The aforementioned uploading times almost made me quit testing it.

Likelihood to Continue:

1.      Based on your experience with the free trial, how likely are you to continue using Glam for video editing?

2.      What factors would influence your decision to subscribe or not subscribe to the premium version?

·        Possibility to test on Android

·        Price, it is a bit expensive for this kind of quality, I would like to have a bigger span of time for a free trial as well to be able to try it out better. Also effects are not continuous, they disappear and appear on the video.

·        Some stuff for social media

·        Many of the objects created, let’s say a t-shirt, kept changing during the clip instead of remaining consistent throughout the whole video.

·        If I would use every week these effects

Feedback and Suggestions:

1.      Is there anything specific you would like to praise about the Glam app?

·        Interface looks clean and easy to get the idea what this all is about

·        Visually is simple and easy to navigate, video examples are great way to demonstrate how the video will look like after transformation.

·        Too expensive

·        I like the colours selected for the UI.

·        Combine videos, no linear editing tools

2.      Are there any improvements or additions you would suggest for a better user experience?

·        Can`t suggest more than support the app on Android at this stage

·        It says with free trial you can submit only 1 video a day, but i submitted 3 videos, so its not clear to me - was I charged additionally, is it some bug? No notification whatsoever popped out. Also sometimes it showed that the new video was loading, while in reality it was not.

·        Yeah, a full look of a proper UX team will be great.

·        A better representation of the time estimation when uploading a video.

·        Navigation bar and exits options

Comparisons to Alternatives:

1.      Have you tried other video editing apps? If so, how does Glam compare to your experiences with those apps?

·        Yes. Other apps were supported on Android so definitely the experience was better

·        Yes. Not video editing of this time with AI, but the ones where you can apply filters yes. My experience with other apps was smoother and without bugs. But true that those other apps had less possibilities to make these kind of great realistic transformations.

·        Yes. Glam is for specific questions. I like it, it's plain and simple

·        Yes. It seems with a few features. I will hope future updates with mote features

2.      Are there specific aspects of other apps that you prefer over Glam?

·        Yes. Cant really compare, as i couldnt test Glam on my device

·        Yes. More fluid and smooth experience when uploading videos, clearer communication

·        Yes. Yeah, but not in the same way.

·        Yes. Effects, gallery, combine videos, add music

Photo evidence of some of the survey respondents:

Annex 2.

Interview answers & task comments:

1.      How often do you use photo or video editing apps?

3-4  times per week

2.      What is that you are editing the most? Adding filters, adding makeup, hair styles, etc, adding cloths, changing body etc.?

Face features, body features

3.      What do you mostly use it for? Work, social media followers, friends, myself for fun?

For Social Media

4.      Do you feel like having a great video editing app would be a great thing to have?

Yes, the efficient one definitely

5.      Would you be willing to pay for some high quality AI video editing app? How much would you be willing to pay if so (per year)?

Yes, willing to pay (50-60 euro/year)

6.      Do you feel like some onboarding flow was needed? Like leading you through the features, or just getting directly to the functions and features was self-explanatory enough.

Self-explanatory in this case, but I personally enjoy to have some on-boarding

7.      What were the features that you liked the most?

None. Not my type of filters…

8.      What were the features you found useless?

What was there was ok, but to me it felt very limited and basic. The app takes too much control over the outcome, it does transformations that were not requested.

9.      Were there any features that you expected to have but did not find?

I expected more interaction at the moment of applying the filter. Expected a possibility to create the desired transformations/editing myself (for ex. you tell what exactly you want to change, eyes, hair colour clothes, colour scheme etc.) and then be able to save and reuse them next time I use the app.

10.   Any big challenges you faced while navigating the app?

Crashes, annoying too pushy pop-ups, before I actually even tried the features.

11.   Would you subscribe? What factors would make you to subscribe?

Not now. In the future maybe if the app is improved, taking into account what was suggested earlier, too me it felt rather like an app for kids and not for older group of social media users/ influencers

12.   What improvements would you suggest?

Interface is quite ok, but I suggest more variety of features and filters that are more realistic, not just fantasy-like ones. Would be nice to have the area in the app with the favourite filters that I use the most, or used in the past. It nice to have the possibility to choose a specific part of the video to transform for 2 or 4 sec, but it is still too short span of a time.

User comments & feedback while doing the task:

·        After opening the app in Free Trial version – the first thing that the user sees is a Special Offer Paywall. It is difficult to get to the point like where the main editing interface is. The user is confused. Intuitively the user taps on big CTA button Continue, but it brings to the screen loading Payment, which is misleading because the user is scared of being charged.

·        Not clear how to get to the editing screen, the close pop up button is not really visible.

·        The user navigated through the app and found many filters unrealistic.

·        The user felt confused how to upload the video.

·        Loading the videos from the gallery was fast enough.

·        Some filters are only for photos and some only for videos, it would be nice to see clearly from the main UI what are used for what.

·        The app sends the pop up question “Select from Gallery” twice for some reason

·        The transformation result from the photo transformation with a Merlin Monroe filter was not what the user expected. User expected some beautifying effects, like erasing wrinkles, smoothing the face – what it did – it just applied the hair filter, not even much Monroe-style, and some weird t-shirt.

·        Sharing videos to other channels works well

·        Not easy to find where the in-progress or transformed video is placed in the app.

·        The pop-ups that request your opinion are too annoying because they appear on too early stage where the user still didn’t manage to even get the value from the app.

·        Magic icon is not really clear, what it´s about?

·        The video transformation time is too long – 10 min to transform 4 sec video is too much of a wait…

·        The user uses more selfie-style videos for her instagram while in the app there is much bigger choice of the full body transformation options

·        Would not pay for this app at this stage

·        User did not find many editing options that would be useful for her.

·        Some buttons were not responsive or would take too much time to respond to the touch

·        When the user uploaded second video of 12 sec, it would show different interface, with black screen just saying “Processing”. After long time waiting - the app crashed.

·        Long loading time after killing the app and opening it again.

·        User has to face Special offer Paywall again after every closing and killing the app. Annoying.

·        After 10 minutes the user was finally able to see the transformation from the first video. The user is frustrated. This is not what was expected. The user liked the marble filter on it but the app also made the changes to the body that were not requested. Like breasts were enhanced, the body volume was added, the face was changed. The app would take total control over.

·        The transformation video time is not accurate. It would always say the same 9min left, without updating the time real time.

Full video interview here: https://youtu.be/Wc_MTpn1Tfs