Oxolo: redesigning GenAI video editor for B2B
No lights, no camera, all (AI) action.
Enabling brand owners and sales teams produce
videos effortlessly.
overview
Oxolo is a German-based startup that enables ecommerce business owners and B2B teams make videos for their needs using AI avatars. I worked on the video editor redesign to improve its user experience and help users make videos faster.
Here’s what Heiko, CEO at Oxolo, wrote me about the challenge:
role
I led the redesign closely collaborating with the CEO, CPO and engineers.
year
2023-2024
platform
Desktop web
What designer doesn’t dream
of receiving a challenge like this?
challenges
After reviewing the existing product, customer requests, customer journey, and aligning with stakeholders, we decided to focus on the following challenges:
challenge #1
How might we help users produce quality videos as quickly as possible?
BEFORE
When starting to create a video, users had to choose one of four ways (generate video from URL, bulk creation, text to video, or use a template). Starting a video with displaying all the possible options at once led to extra effort from the user to decide what option suits them best.
AFTER
After interviewing users, it became clear that most of them create videos from templates (including their own). The new video creation flow now starts from selecting a template.
Once template is selected, users can generate a video either from a link (for an existing product) or from a prompt (for an upcoming product or any topic).
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
How might we make the video editor easy to use for customers without video making experience?
research
After analyzing how users interacted with the live product, it was clear that once video is generated, the main actions they want to take are:
1
Edit generated script
2
Change voice and language
3
Explore AI avatars
4
Update and add media
action #1
Edit video script
BEFORE
When a video was generated, users had to switch between scenes/slides to see the AI written script. There was no overview of the whole script and it was hard to tell if the story holds up throughout the video.
AFTER
Introducing a separate Script panel enabled users to easily edit the entire video script, change avatar, language, and voice—the most common actions that users were performing.
Once template is selected, users can generate a video either from a link (for an existing product) or from a prompt (for an upcoming product or any topic).
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
"
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."
Victoria Busse,
CPO at Oxolo (formerly TIER, eBay, Blinkist, Go1)
"
Alfread will encourage you to block out some reading time with customizable reminders. Just set a weekly reading goal and a preferred reading time, and the app will suggest one article at a time through push notifications."
"
Fedor redefined our design process, shaped collaboration with engineering, and set a high bar with his mindset: 'Give me creative freedom, a problem space, and access to customers, and I'll show you Valhalla.'"
Jake Jones,
Co-founder and managing director at LegalOS
