Vitrima
Client: Vitrima
Role: UX Designer
Timeline: Three Weeks
Deliverables: Research insights, competitive analysis, wireframes, app map, prototype
Tools: Axure, InVision, Sketch
Challenge: To develop a mobile app to compliment Vitrima, a 3-D filming lens for the GoPro camera.
The challenge
Vitrima came to us at the launch of their Indiegogo campaign for their 3D lens built as an attachment for a GoPro camera. They were looking to add a mobile app to their product line as an added value for their customers. The Vitrima lens allows its users to record film in 3D by using mirrors to create the Stereoscopic 3D natively in the GoPro. Although their team didn’t know exactly what they wanted to app to look like, they did know that they wanted a way for their users to share video content with their friends, family and fellow Vitrima users. Our team was brought onto the scene to conduct initial UX research and concept development.
the research
In our initial research we wanted to evaluate the product’s position in its current domain, explore potential use cases and determine the needs of GoPro users for storing and sharing content. We began our process by looking at successful and popular content sharing apps, such as Instagram, YouTube, Snapchat, Musical.ly, etc. Here are the current trends we found in mobile content sharing:
User testing with the Vitrima 3D lens
After surveying the current content sharing and social media domaine, we began our user interviews. We began by talking with current GoPro users and finding out what, when and where they film and their primary motivations for filming. We also asked them if they currently engage with 3D technology and how they might be able to incorporate the Vitrima lens into their lives. The key findings from our first round of interviews:
Building a Design Framework
After our initial user interviews, we quickly saw that GoPro users already had a way to store, edit and share their videos. Many of them use the GoPro app and then Facebook and Instagram for sharing. Our value in building a mobile product for Vitrima would be to answer this question:
“How can we leverage users’ desire for constantly evolving, dynamic experiences to add value to their current interactions with Vitrama’s 3D lens?”
While focusing on this question, we developed a list of design principles that we want our app concept to follow:
Additional insight
Before moving on to concept ideation, we decided to talk with more people. We focused this time, not only on GoPro users, but also frequent social media users. We wanted to determine their habits, including both content creators and content consumers. We also set out to identify motivations for continued social media use and to gain perspective on what excites these users. Here is what we found:
The Design
As we moved towards the ideation phase of our process, each of our three team members created a concept to test. We needed to focus on how we can differentiate Vitrima within the domain and how can we best add value to the Vitrima experience through a mobile app. Here are our initial concepts for user testing:
Concept: Gamification
Provides the user the ability to participate in challenges on the Vitrima platform and directly interact with friends. Created by my teammate, Anne.
Concept: Community Interaction
Provides the user the ability to share videos across multiple platforms. The user also has the ability to livestream 3D videos. Created by me.
Concept: Content Modification
Provides the user the ability to edit 3D videos by adding songs, sound effects and visual effects. Created by my teammate, Michelle.
Key Findings from user testing
Preferences and values
FUN
Excitement about humorous elements of gamification and effects
CREATIVITY
Enjoy seeing the unique ways others use video
SHARING OPTIONS
Want ability to reach wider audience or private groups
AUTHENTICITY
Intrigued by live stream because it is perceived as raw, organic, interesting, and fun
CONNECTIVE
Easy ways to check in and express care for others
CONCERNS
TIME
How long will it take to create, edit and send content?
DATA LIMITATIONS
Will this application use a lot of data when sending and storing videos?
FEAR OF BEING JUDGED
Will the content I create need to be perfect before I feel comfortable sharing it?
LACK OF BEING ABLE TO VIEW 3D CONTENT
Will my friends and family have a viewer to watch the 3D content I create?
User testing with the new Vitrima 3D Lens app
CONVERGENCE
After a comprehensive series of user testing with our initial concepts, we had a strong idea of what was resonating with the user and what should be tweaked or eliminated. Below are a few screens paired with our design principles to showcase our app design.
Fun and Self-Expressive
The Vitrima app is novel and dynamic, allowing the user to customize their profile screen in a number of ways and share fresh and fun content
Simple and Straightforward
The Vitrima app seamlessly walks the user through viewing, editing and sharing content. This screen gives the user a countdown before the video will begin playing, which allows the user enough time to place their phone in the viewer.
Respectful and Empathetic
Within the Vitrima app, the user can post their content publicly, privately or create controlled sharing groups
Social and Inspirational
The Vitrima app empowers the user to generate creative content helps them to feel connected to the Vitrima community through showcasing top-rated videos and featured live videos.
Authentic
Lastly, we want users to be able to express their true selves and share experiences from their point of view. With the option to livestream Vitrima's 3D content, users will be able to bring their adventures to life for their family, friends and the Vitrima community.
VIEW OUR FULL PROTOTYPE BY CLICKING ON THE IMAGE BELOw
Moving Forward
As a three-person team on three-week timeline, we weren’t able to test everything that we would have liked to given the time constraints. Although we made great strides building and designing the Vitrima app, we suggested to the team that they continue testing with users. Here are a few things we would like to test with users:
User rating or "upvoting" content and commenting preferences
Information architecture of the app
Video viewing control preferences
Creation and testing of onboarding process
We also would have like to test additional features and work with the Vitrima team to add these ideas within the mobile app:
Increased interaction capabilities between user and viewing headset
Increase viewership through contests and live streams of high-profile users and events
Increase customizability and self-expression through adding more editing options
Integrate gamification concept to the app
What I Learned
This project was an exercise in what makes social media really work in the mobile environment. I scoured countless articles and blog posts about what makes people participate in and create content for various social media platforms. This research allowed me to see that each user has their own motivations for using an app and that being able tailor content with minimal effort is of utter importance. I also spent time researching the virtual reality domain and what is currently working for companies and brands in this space. It’s an exciting time to be working in VR/AR and I really enjoyed jumping into it on this project.