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:

HOW MIGHT WE

make the video editor easy to use for customers without video making experience?

HOW MIGHT WE

help users produce quality videos as quickly as possible?

HOW MIGHT WE

give users more control over video editing if necessary?

HOW MIGHT WE

make the video editor easy to use for customers without video making experience?

HOW MIGHT WE

help users produce quality videos as quickly as possible?

HOW MIGHT WE

give users more control over video editing if necessary?

HOW MIGHT WE

make the video editor easy to use for customers without video making experience?

HOW MIGHT WE

help users produce quality videos as quickly as possible?

HOW MIGHT WE

give users more control over video editing if necessary?

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.

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.

Oxolo helps ecommerce business owners and B2B teams make videos using AI avatars.
I worked on the video editor redesign to upgrade its user experience and help users make videos faster.

In collaboration with great engineers, designers and managers I create user-centered products that are both functional and aesthetically appealing.

 

Good user experience is no longer just “nice to have” — it’s a golden standard: without it, it's really hard to get any traction or grow business and revenue. While designing, I keep not only user goals in mind but also business requirements and tech limitations, always striving for a healthy degree of perfection.


My aim is to turn abstract concepts into real products and services, transforming the best ideas into the best results.

Oxolo helps ecommerce business owners and B2B teams make videos using AI avatars.
I worked on the video editor redesign to upgrade its user experience and help users make videos faster.

"

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 is a read-later app with a focus on the reading habit.
I've partnered with an engineer to help knowledge workers read more of what they save for later (and rarely come back to).

In collaboration with great engineers, designers and managers I create user-centered products that are both functional and aesthetically appealing.

 

Good user experience is no longer just “nice to have” — it’s a golden standard: without it, it's really hard to get any traction or grow business and revenue. While designing, I keep not only user goals in mind but also business requirements and tech limitations, always striving for a healthy degree of perfection.


My aim is to turn abstract concepts into real products and services, transforming the best ideas into the best results.

"

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."

Legal OS is a no-code tool for lawyers to automate legal document creation.
I worked on simplifying the core platform for new users.

In collaboration with great engineers, designers and managers I create user-centered products that are both functional and aesthetically appealing.

 

Good user experience is no longer just “nice to have” — it’s a golden standard: without it, it's really hard to get any traction or grow business and revenue. While designing, I keep not only user goals in mind but also business requirements and tech limitations, always striving for a healthy degree of perfection.


My aim is to turn abstract concepts into real products and services, transforming the best ideas into the best results.

Legal OS is a no-code tool for lawyers to automate legal document creation.
I worked on simplifying the core platform for new users.

"

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

Fedor, like Dostoevsky

In collaboration with great engineers, designers and managers I create user-centered products that are both functional and aesthetically appealing.

 

Good user experience is no longer just “nice to have” — it’s a golden standard: without it, it's really hard to get any traction or grow business and revenue. While designing,
I keep not only user goals in mind but also business requirements and tech limitations, always striving for a healthy degree of perfection.


My aim is to turn abstract concepts into real products and services, transforming the best ideas into the best results.

Based in Berlin, Germany.

Working with clients from all over the world.

Let's create something people actually need —

Let's create something people actually need —

Let's create something people actually need —