SCOPE: Interactive Hi-Fidelity Prototype
DURATION: 3 weeks
OBJECTIVE: Redesign website and on-boarding experience
ROLES: Research, User Interviews, Information Architecture, Ideation, Sketching, Usability Testing, Prototyping, Video Production
TOOLS: Sketch, InVision
CONTEXT: Client facing group project
Screencastify is a web-based screen recorder which has been downloaded nearly 3 million times. Screencastify allows users to record an individual browser tab, their desktop and/or webcam. Currently K-12 educators, corporate trainers, UX testers and gamers create videos they can share either with a direct link or by posting to YouTube.
Our challenge was two-fold:
Screencastify is a simple-to-use computer screen video recorder that currently is exclusive to Chrome, Chromebooks, and Chromeboxes. This browser extension allows users to easily record screen activities. Whether, a specific tab within the browser, the webcam, or the entire desktop, at the click of a button.
Currently, Screencastify has been downloaded nearly 3,000,000 worldwide. It's free "lite" version, available in the Chrome app store contains limits on record times and number of recordings. The premium version for a nominal $24.00/year has no record time or number limits and also provides some basic editing tools.
Who are Screencastify's current users?
How do they currently use Screencastify?
Why should a user upgrade from Lite to Premium?
What improvements need to be made to the website and Screencastify extension tool?
How can we re-imagine the product to be more than just a web recording tool?
Screencastify’s direct competitors are screen video recorder tools that are free/or lower in price, have similar basic editing/recording functionality, and have no recording time limit.
Users (in those markets) are currently using a screen video recorder for simple, short videos. When it comes to video editing, they are selective and tend to use other softwares they are familiar with for full video editing.
One of our client’s biggest goals in the near future is to make Screencastify more robust, with a full editing suite, so that Screencastify can become a stand-alone product, thereby creating additional pricing tiers.
What could we do to convert free Screencastify users to premium users in the meantime?
We conducted contextual observation on seven users trying out Screencastify for the first time. In addition we also performed 10 one-on-one interviews with teachers, educators, and a power user (who are all current Screencastify users) which generated more qualitative data.
We needed to understand the user behaviors around a screen recorder tool in general, and what problems users may encounter when using Screencastify.
As a team, we brainstormed various ways a user can find value in using Screencastify. This helped to organize our use cases to incorporate into our designs.
We needed to differentiate this product by focusing on developing a seamless user experience across all digital channels, and creating a more meaningful product, which will subsequently increase conversion rates.
People don’t using any screen recording tools in their everyday lives for personal use, simply because they don’t understand the value they can get from it.
Users won’t upgrade unless they find value in the product, its features, and are using it on a consistent basis.
Users aren’t sure how to use the product after on-boarding, and feel that the permissions process lacks transparency.
Therefore, how might we….
We as a team sketched out a few versions of the look and feel of the landing page (mine is the second from left).
Our main goal was to communicate and inform users of the value of a screen video recorder. We then presented the different versions to the client to get his feedback. The feedback we received was aligned with the client’s vision and quickly green-lighted.
The layout that was chosen was a combination of components from each rendering.
As we tackled the content of the site redesign, we also looked at both new and returning user flows and also what updated information architecture might look like based on our user research. New Sub Page treatments included
Our final design iterations focused on the primary touch points for first time users: The Google Chrome App store, The on-boarding process once the extension was downloaded, and ultimately the website. Also, based on reactions in our user research a re-imagined onboarding video tutorial would provide the user with the tools needed to use the product successfully.
GOOGLE CHROME APP STORE
Click here to link to the Chrome Store Prototype
PLAY THE ONBOARDING VIDEO BELOW
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