Oxolo: upgrading GenAI video platform for B2B
Overview
Services
Product Design, Research, Design System
Role
I led the redesign closely collaborating with the CEO, CPO and engineers.
Year
2023-2024
Platform
Desktop web
Speed up video creation
Before
Users had to choose between four creation methods upfront: URL, prompt, bulk, or template, even though these options weren't equally relevant to how customers actually worked.
After
Interviews showed that most customers relied on templates, often reusing their previous videos. We made templates the default starting point, while keeping URL and prompt generation available within the flow.
"
I really like starting from a template as it will save me time and work. Currently, I use ChatGPT for generating script and Canva for visuals, so starting with a template will help me save time on having to use both.”
Kimberley, D2C brand owner
"
I used to duplicate my previous videos when creating a new video, so being able to start with my own template is great.”
Peter, luxury brand owner
Make editing effortless
for non-creators
Research
Using analytics and Hotjar sessions, we identified the three most common actions users took after generating a video:
1
Edit generated script
2
Change AI avatar and voice
3
Apply branding
Edit generated
script
Before
The script was split between scenes with no way to view the full story, making it hard to evaluate or edit.
After
We introduced a dedicated Script panel, allowing users to edit the entire script in one place and update the avatar, language, and voice.
Change AI avatar
and voice
Before
Avatars and voices were handled separately, which added extra effort and slowed down editing.
After
We combined avatar and voice controls in the Script and Properties panels. Users can now apply a consistent avatar and voice across the video or mix them by scene for variety.
Customize
branding
Before
Branding settings were limited. Users couldn't save fonts, colors, or templates for reuse.
After
The new Brand Library allows users to save and reuse brand assets, including images, colors, fonts, templates, custom voices, and avatars across different videos.
Impact
Over six months, I helped design and ship key parts of Oxolo’s GenAI video platform:
Design system
Dashboard
Workspace settings
Billing
Pricing
Brand library
"At Oxolo, Fedor single-handedly helped our startup mature by elevating our UX and product design in just weeks. He consistently demonstrated exceptional speed, responsiveness, and thoughtfulness. Fedor's impact was felt across the entire product, and his expertise is invaluable to any team."
Victoria Busse,
CPO at Oxolo (formerly TIER, eBay, Blinkist)
