How difficult is video creation?
Planning, scripting, shooting, editing...
Wouldn’t it be cool if you could make a video like a prototype? !
This is what [Laihua] has been doing!
Then what is it to paint? Let me talk about a few key sentences:
The world's leading online video collaborative creation platform
After Google, the world's second technology-driven Internet company that has the ability to recognize hand-drawn animation paths. It
can make creative short videos like PPT.
Strategic partner of Xinhua News Agency
…
Is it more curious~
In short, they are an online animation video production platform dedicated to improving the efficiency, strength and creativity of video production.
In order for the knife friends to have a deeper understanding, we invited Laihua's product director today to chat with us about Laihua, about video creation, product design, and user experience.
Laihua Video Product Director Zhang Peisen
About Laihua
Laihua Video was established in July 2015 and is a world-leading online video collaborative creation platform.
After Google, it is the second technology-driven Internet company in the world that has the ability to recognize hand-drawn animation paths.
As an online animation video production platform, it hopes that users can make short videos like PPT. With simple modular operations, dragging and editing, they can easily perfect graphics, videos, music, animations, gestures and other materials. Combine.
To draw smart drawing
The templates are as rich as the material square, which fully meets the regular needs of users.
What corporate publicity, product introduction, flash text, popular science explanation, education and training, annual meeting awards, can be easily done for painting.
To draw template center
The road to product design
Video products include many types, and different types of products have very different product focuses and design ideas.
For example, short video social products (such as Douyin) focus on the establishment and maintenance of video communities and the precise positioning of custom recommendations; video platform products (such as iQiyi, bilibili, etc.) focus on seizing more abundant video resources and optimization Watching experience and building a complete membership points system; video tool products (such as flash, cut screening, etc.), focusing on the uniqueness and ease of use of its tool performance (creation, shooting, editing, special effects), and the use of tools The expansion or deep cultivation of the product is different according to the target positioning of each product.
Laihua video is different from them, we are an animated short video creation tool product.
It is based on the support of massive templates and material resources, so we have three key points in product design:
1. Improve tool performance, lower the threshold of animation production with more convenient operation experience, and make it possible to produce animation videos with zero basis;
2. Dig deep into the video collaborative creation scene, and improve the efficiency of team collaboration through functions such as collaborative video editing and video review and export;
3. Expand the application scenarios of tools, not limited to video production, but also provide tool services in video post-production (such as editing merging, dubbing, adding subtitles, format conversion, etc.) to build a one-stop convenient video creation platform.
Of course, these three focuses are all around the goals we initially set and clearly defined:
"What do we want through this product?"
" What do our users want through this product?"
The former is the "commercial goal", which is an important standard for determining the overall direction of the product and formulating the success index of each function; the latter is the "user demand", and user research, function planning, and interactive experience design are carried out around this issue.
The two complement each other, and business goals that are separated from user needs cannot be achieved, and business goals that are separated from user needs are only pursued to meet user needs, which will easily lead to inefficient product design and confusion.
As we all know, it is difficult to make products, but the most difficult thing is to find a balance between product experience and commercial profitability goals (Sister Mo Mo has something to say: This is also mentioned by Brother Dale).
As for product features and user experience, I don’t think there is no user experience without product features.
Therefore, when we make a product, the first thing we pay attention to is whether the product can meet the needs of users, so that the problem of customer conversion can be solved when the product is satisfied, so as to achieve commercial profitability; user experience mainly affects retention rate, if competing products have the same function , Then those with better user experience can retain more users.
Therefore, it is more important to meet product functions than new users, and the friendly user experience will be the icing on the cake for old users on the basis of satisfying product functions.
Draw and import PPT with one click
From this point, we can extend it to talk about how to judge whether the product function can achieve our business goals.
In the early stage of the product project, we will formulate success indicators based on business goals and carry out data burying points. After the function is online, the data feedback returned by the buried point is used to evaluate whether the function development is successful.
In addition, from time to time, user feedback will be collected through questionnaires and user surveys.
Come to draw corporate collaboration
There is no absolutely perfect product, only products that are constantly approaching perfection.
On the one hand, our product adjustments are based on what we just said, the data performance of product functions, user indicators, business indicators and other dimensions to do data analysis and mining product needs and user research, community, customer service and other channels to collect actual user feedback; On the one hand, the demand output of the boss, the market operation and marketing side, and the product indicators that are disassembled based on business goals.
Come draw with ink knife
Currently, the composition of our R&D team includes product managers, interaction designers, visual designers, development engineers, and test engineers.
Each position has a very clear division of responsibilities. We maintain clear, timely and efficient communication, and everyone has a consensus and a common sense of mission for the current R&D tasks and long-term goals.
Within the team, the product manager is responsible for product definition and functional planning, and output functional requirements documents. After the functional requirements are clarified, the interaction designer combs out a complete interaction design plan from the user experience level, and the product manager uniformly outputs the prototype diagram and visual design The engineer outputs the visual design drawing based on the prototype, and delivers it to the engineer for functional development. In the final test phase, the test engineer is responsible for the test and acceptance.
This division of labor is very clear and clear, ensuring that there is a clear person in charge and docking person for each link in the research and development process, and accurately defining the milestones of each stage.
Come draw free commercial fonts
However, we still encountered these problems in product design collaboration:
1. Product prototype files cannot be transferred between different management spaces;
2. The product prototype file cannot be opened to people outside the team for short-term editing;
3. Different members edit the content in the product prototype, and there is no edit update record to view.
These problems are also one of the reasons why we finally chose the ink knife as the team's internal product design collaboration.
In addition, the ink knife has some obvious advantages:
1. The interface is simple and clear, supports cloud editing, and enables creation anytime, anywhere;
2. Support multi-person real-time collaborative editing projects, demand output is efficient and barrier-free;
3. Powerful multi-terminal device demonstration and online sharing functions, smooth project transfer and communication;
4. Built-in rich intelligent template library, component library, icon library, drag and play, bid farewell to cumbersome component design and import, and prototype creation efficiency is high;
5. The enterprise project management structure is clear, the authority configuration is flexible, and the data security is guaranteed.
To draw the product design interface diagram
To be honest, the ink knife largely solves our team’s project management and product collaboration needs, and it also allows companies to easily control the project progress and safely manage corporate resource data.
Moreover, as an online prototyping software, it is simple and easy to use, supports real-time storage in the cloud, real-time preview, one-click sharing, and multi-person collaboration functions, allowing product teams to quickly and efficiently complete product prototypes and interactive design, greatly improving work Efficiency, break communication barriers and reduce project risks.
To draw the product design interface diagram
I personally like the multi-state function and master function of the ink knife .
The former can be designed to complete multiple interaction states of the same page in one page, and achieve a more natural interaction effect; the latter can combine commonly used modules in the same product prototype as a master, and call it uniformly when multiple pages are used. Modification synchronization is very convenient.
To draw the product design interface diagram
At present, there are 7 people in our team using the ink knife product, mainly product managers, interaction designers, and product operations. The main usage is:
The product manager uses the ink knife tool to output the structure and basic wireframe of the product requirements; the
interaction designer uses the ink knife tool to produce prototype interaction details; the
product operation colleagues generally use the ink knife to output the activity page requirements.
To draw the product design interface diagram
Moment of welfare
Share another personal learning experience.
I believe that the core competitiveness of product managers is based on having sufficient insights into business models and business models , so how to effectively use existing resources to achieve the ability to maximize revenue, and learn to improve core competitiveness is very important.
My method is:
1. Be good at listening to different voices and make excellent product managers. They learn and understand the development trend of product technology, product form, and business model in this industry.
2. The ability to interpret industry reports and solutions regularly, and build in-depth industry research and business models.
3. Read a lot of product, market, and marketing consulting and books, and share and output them to form the ability of systematic thinking and innovation.
4. Record thoughts every day and review them regularly, and summarize the output systematically.
5. Self-taught technology, such as python, sql, tableau and other development skills, which is convenient for product-side research and data analysis.
The product road is long and difficult, and only through learning and introspection can we move forward.
That's it for today’s sharing, welcome knife friends to discuss the product with me in the comment area~