Triller is a video-sharing and creation Social Media
with 65 million users across the globe.
problem/challenge
Our biggest selling points is also always biggest ultimate challenge. Triller is technically a combination of 2 Artificial Intelligences:
Music AI technology: allow users to create their own tracks from famous jams
Video AI technology: shuffle the recorded videos into different segments and arrange them in sync with the music.
The outcome of these two AI will be providing a feeling that the video takes were recorded from different camera angles without losing the beat of the track. Then…
… How to make Triller the biggest video creation platform within arm’s reach?
the team
Product Designers (UX, UI)
Data Scientists
CSR and CRM
Content team
Engineering team (Android, iOS, QA)
Business (BA, Delivery Manager, Project Manager)
The craft within
tracking & profiling our users
Working alongside the CSR, CRM and Content teams, we piled samples of worldwide feedback from existing users in the app (e-mails, app reviews, and Zendesk) and split them into semantic codes and themes.
Since the app has been used across the globe, one of the biggest challenges was to define persona, we run to an experimental data driven persona, using our data collection (per retention, obstacles, mindset, and others). Coming up with 4 types of users:
Influencers & Celebrities
Performers who use the app to enlarge their digital presence
Followers
Fanbase of the Influencers & Celebrities type. Usually allured into the app by following their idols.
Independent Performers
They use the app to create videoclips for their performance and hence to promote their work.
Backup Users
Use app’s features as an alternative to TikTok, Instagram and Zynn.
reframing the Triller experience
combining two Artificial Intelligences in a single app
MXX is the music AI that allow users to mix parts of the song and create a new track out of the initial one. Commercially called Power Edit.
As a team, the UI Lead, Engineer Lead and I worked together to structure and assemble this page together.
It provides the ability to:
preview an annotated part of the track
select to create in the Triller DJ part
trim/delete a segment
preview the brand new created song
My Role
Leading the ship
As the UX lead, my role was to bridge the Design team along with the other teams in order strive towards our ultimate goal.
The main challenge in leadership itself is to drive people with different personalities and styles towards our product’s growth whilst keeping the vision alive!
With Design
create customer journeys, persona from qualitative and quantitative research,
proposing new features and improvements, structuring pages with existing components, requesting new components to be designed, writing design specs, writing metric specs with Data Scientists to create events to be measure and feedback into design.
With Engineer and Data
validating designs and specs, inspecting development and expected behaviours,
ensure events for analytics and metrics meet requirements, testing app in staging and dev environments, raising and flagging bugs, when necessary, aligning with QA regarding flagged edge cases and constraints.
With Business
formalising requirements for both design and metrics, scheduling features, applying into roadmaps, deliverable and release dates.
Results
Nº 1 in the App Store in August 2020
Increase of (store) downloads
as metrics show, more users were spreading the words, we reached nº1 in the App Store in August 2020 (thanks to many countries altogether, big shut out to India here).
Increase of retention
(of existing users) in the app, aka the users who were sharing their video off-platform are spending more time in the app.