Oxolo: upgrading GenAI video platform for B2B

No lights, no camera, all (AI) action.
Helping brand owners and sales teams create videos effortlessly.

No lights, no camera, all (AI) action.
Enabling brand owners and sales teams produce videos effortlessly.

Overview

Oxolo is a German startup that helps ecommerce and B2B teams create product videos using AI avatars. I led a redesign of their video editor to streamline the experience and help users make videos faster—with less friction and more control.

Services

Product Design, Research

Role

I led the redesign closely collaborating with the CEO, CPO and engineers.

Year

2023-2024

Platform

Desktop web

Challenges

After reviewing the product, customer feedback, user journeys, and stakeholder goals, we focused on three key challenges:

How might we

make the editor intuitive for people with no video experience?

How might we

help users create high-quality videos as quickly as possible?

How might we

give power users more editing control when needed?

How might we

make the editor intuitive for people with no video experience?

How might we

help users create high-quality videos as quickly as possible?

How might we

give power users more editing control when needed?

How might we

make the editor intuitive for people with no video experience?

How might we

help users create high-quality videos as quickly as possible?

How might we

give power users more editing control when needed?

Сhallenge #1

Speed up video creation

Before

Users had to choose from four creation methods upfront (URL, prompt, bulk, or template). Displaying all options at once led to friction and decision fatigue.

After

User interviews revealed that most people relied on templates. We redesigned the flow to start with selecting a template, either their own or one provided by Oxolo. Users can also skip this step to start from scratch.

Create new video starts with selecting a template.

Once a template is selected, users can:

user
feedback

Generate from link
Oxolo scrapes product data and images directly from a URL

Generate from prompt
Ideal for upcoming products or any idea, users add visuals manually

User feedback

user
feedback

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

Challenge #2

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:

Edit generated script

Change AI avatar and voice

Apply branding

First editor sketches (hover to zoom in).

First editor sketches.

Action #1

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.

Action #2

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.

Action #3

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.