GoPro conducted three design experiments to develop a point of view for improving storytelling in their video editing products. The first experiment compared trimming clips to selecting highlights and found highlights were quicker. The second compared a linear timeline to a smart storyboard that synced clips to music, finding the storyboard easier. The third explored music discovery, learning that previewing music alongside clips pushed faster completion. The outcomes were guiding principles focused on magical, moment-based experiences that empower users to quickly create good stories.

1. USING DESIGN EXPERIMENTS TO KICKSTART STRATEGY
Ha Phan @hpdailyrant
Principal UX Designer, GoPro Software & Services

2. The Promise of Storytelling
The Problem of Over Capture
Finding a Point of View
Case Study: 3 experiments for Storytelling
Outcome and Guiding Principles

3. when people think of GoPro …

4. the promise of storytelling

5. capture storytelling

6. 2015
GoPro Mobile App
Control. Trim & Share
UX didn’t exist in
GoPro Software &
Services until mid 2014

7. 2016
GoPro Desktop App
offload. edit. share.
Keep your camera happy

8. the problem of over capture

9. living the moment curating

10. real life example

12. 5 minutes of editing

13. how do we get there?

14. Editing is hard &
time consuming
The landscape of video editing is fraught
with controls and a steep learning curve.

15. Adobe Premiere

16. iMovie

17. The black box of
good storytelling
You know it when you see it, but you can’t
deconstruct it. You don’t know how to get
there.

18. “I know what a good video looks like, but I don’t
have the skills to make them look that way.” Josh

19. How might we
enable users to create an emotional story
and make storytelling quick, easy and fun?

20. EXPERIENCE
tech innovations
explorations
CORE PRINCIPLES | POV
exploratory research
metrics
experiments
ASSUMPTIONS
Every product has
to have a
foundation — core
principles supported
by insights.
e
mental models
INFORMATION ARCHITECTURE
INSIGHTS
foundation

21. EXPERIENCE
tech innovations
explorations
CORE PRINCIPLES | POV
experiments
ASSUMPTIONS
What trade offs are
users willing to make
in a given context ?
e
mental models
INFORMATION ARCHITECTURE
INSIGHTS
experiments
exploratory research
metrics

22. trade off pay off

23. control automation

24. moments synched to emotional moments in music

25. Process

26. BUILD
Functional prototypes for
diverging behaviors
experiment cycle
SYNTHESIZE / LEARN
mental model,
motivations
TEST
Qualitative A/B Testing
Explorations & Hypothesis
THINK

27. test behaviors not solutions
hypothesis mental modelmotivation
behavior2
behavior1

28. prototype to learn, evangelize to align
prototype 5 prototype 15 prototype 25 prototype 35
e e e
synthesis
roadshow
synthesis
roadshow
synthesis
roadshow

29. authentic content
Over 150 GB of user submitted video
capture behavior
Provides clarity into what users are capturing and
how they’re capturing.
understanding context

30. 1. trim vs HiLight
2. linear timeline vs smart
storyboard
3. music discovery
3 key experiments

31. research protocol
TOPIC TIME
Introduction 3 min
Exploratory Warm Up 5 min
Prototype 1 and 2
(alternate between starting with each model)
40 min
Q&A from Observation Room 2 min

32. experiment 1
trim vs hilight

33. Cardiff by the Sea, CA - June 2015

34. Selecting a moment as the
first step of video editing is
more engaging and quicker
than the traditional trim model
(selecting ins and outs), even
if it means giving up control.
experiment 1: trim vs hilight
HYPOTHESIS

35. model 1: trim (selecting ins and outs) model 2: HiLight (moment selection)
experiment 2: trim to clip vs HiLight

36. evangelize to align
prototype 5 prototype 15 prototype 25 prototype 35
e
synthesis
roadshow
Story Expectations
clip lengths (3 - 5 secs)
good stories are short
flows and synchs to music
aspire to look like GoPro
videos online
Moment Discovery
speed over control
helps users find their narrative
scrubbing is fun, easy recovery
Focus on moments vs time
promotes play over work

37. experiment 2
linear timeline vs smart storyboard

38. model 1: linear timeline model 2: smart storyboard
experiment 2: linear timeline vs smart storyboard

39. experiment 2: linear timeline vs smart storyboard
linear model
time is infinite
clips and music are
unhinged
smart storyboard
music is the story
clips expands and
contracts to fit music

40. Adding moments to
dynamically fill and synch to a
predefined music duration will
be quicker and easier for
users to tell their GoPro story
than a linear timeline.
experiment 2: linear timeline vs
smart storyboard
HYPOTHESIS

42. Reaching
good-enough in least
amount of time
Fast and synch to
music is more
important than control EFFORT / TIME
SATISFACTION
effort : satisfaction

43. evangelize to align
prototype 5 prototype 15 prototype 25 prototype 35
e e e
synthesis
roadshow
synthesis
roadshow
synthesis
roadshow
Effort vs Satisfaction
fast over perfect
automated over control
user feels empowered
Music Synching
feels magical
playful and fun

44. experiment 3
music discovery

45. Sampling from a short list and
previewing music alongside
story will push users to
complete their story quicker
vs. using controls to filter from
a large list.
experiment 3: music discovery
HYPOTHESIS

47. model 1: short list model 2: filtered list
experiment 3: music discovery

48. evangelize to align
prototype 5 prototype 15 prototype 25 prototype 35
e e e
synthesis
roadshow
synthesis
roadshow
synthesis
roadshow
Music Sampling
hypothesis was wrong
music sampling along side preview
is the pervasive behavior
music has to match the mood or
intent of story
drives narrative

49. The interplay of narrative (content) and tone (music)
define narrative
serendipitously finding
moments
Identifying the
Ending
Discover
Moments
Reorder
Moments Sample & preview
matching the feeling
compare possibilities

50. music discovery helps users find their narrative
music association
evokes story elements
moment discovery
to match music
Movement
Punctuate
a Moment
Activity
Mood or
FeelingAttitude
or Tone
Discover More Moments

51. outcome & core principles

52. EXPERIENCE
tech innovations
assumptions
explorations
CORE PRINCIPLES | POV
exploratory research
metricsexperiments
EXPLORATIONS
moments not time,
are building blocks
of story / memory
IP: music events as
story structure e
mental models
INFORMATION ARCHITECTURE
INSIGHTS
built foundation

53. “Houston, we have a point of view.”
we know what we don’t know
demonstrate critical micro-interactions
identify opportunities for IP investment
derive guiding principles for experience & strategy
evangelize design thinking & process
outcome

54. A good story …
matches the mood the user has in mind
about a topic or an event
has a good ending
is short (less than 1 min, “people get bored”)
flows and synchs to music
has quick cuts or varied clip lengths
includes best moments (action, emotion, humor, interest point, what matters or is
relevant to me)

55. activity
scene placement
image Quality
emotion
relevance / context
the atomic moment
the smallest emotional trigger

56. Guiding Principles
MAGICAL
MOMENT-FOCUSED EMPOWERINGMAGICALLIGHTWEIGHT
HiLight focused vs.
tweaking and
synching time
Simple, get to “good
enough” with few
controls
It just knows. Minimal
time investment with
delightful returns.
Makes the user feel
like they’re better than
they are. Builds them
into better storytellers.

58. EXPERIENCE“You solve one
problem and you
solve the next one.
And if you solve
enough problems
you get to go
home.”