Project Background
Kuaiying(快影） is Kuaishou's official mobile video editing APP, designed to empower advanced creators in producing high-quality videos more efficiently. By enhancing creators' capabilities and output, Kmovie contributes to diversifying content within Kuaishou’s ecosystem and elevating the overall quality of short-form video engagement, ultimately strengthening Kuaishou’s market competitiveness.
The PM team has collected extensive user insights through market research, data analysis, user feedback, and various user research methods. To address challenges faced by users during video creation and meet the needs of more specific scenarios, at the current stage, Kuaiying continuously iterates on existing features while also implementing advanced and customizable tools to cater to vertical user groups.
Design Goals
In feature iterations and new feature development, we strive to achieve the following design goals:
Meet functional needs, address experience issues, and help advanced creators efficiently create satisfying videos.
Measurement standards:
-Can users quickly identify and find the required features?
-Can users discover more features of the editor?
-Can users learn new features quickly?
-Can users efficiently complete the edition task?
-Are users satisfied with the edition process and results?
Design Principles
Based on long-term, multi-iteration project experience, our design team defined experience principles to guide and evaluate the editing tool design:
Clearly define features, organize them according to the user’s mental model, and improve the visual recognition of features.
Simplify editing actions and styles, progressively increasing feature complexity.
Maintain consistency in the product framework, operation process, placement of high-frequency features, and visual language.
Prioritize efficiency.
Minimize UI interference on the video content.
Design Implementation
Kuaiying has undergone several iterations since its launch. With the continuous expansion of the product, more and more features have been developed in the Kuaiying editor, with strong correlations between new and existing features, demonstrating modular, combinable, flexible, and reusable "building block attributes." When using both old and new features, to reduce the learning curve for new features and improve design and development efficiency, we prioritized maintaining consistency in user experience . We first abstracted the common modules on the original framework of the Kuaiying editor. These modules include material tracks, function menus, function pop-ups, and more, for which we clearly defined systematic component specifications.
Aiming to enhance creators' capabilities and efficiency, on the stable and consistent framework of the Kuaiying editor, a set of advanced and long-tail features that meet the needs of users' high-frequency feedback has been sequentially added. These include picture-in-picture, mixed mode, masking, and more.
Design Verification
After the the new feature demo is developed, we organize usability testing and showcase meetings within the project team to identify issues related to the product's usability, efficiency, and satisfaction, and then quickly optimize it. Following the release of the new version, we initiate NPS surveys, customer satisfaction questionnaires, and conduct follow-up interviews, while also monitoring data such as task completion rates and content creation per DAU to validate the design outcomes. Based on these insights, we refine subsequent iteration plans accordingly.
Project Achievements
Up to now, Kuaiying's MAU has surpassed 10 million and has received a perfect 5-star rating on app stores such as the Apple App Store. After several iterations and benefiting from the rising traffic of the main app, Kuaishou, the number of video works created with Kuaiying has steadily increased. In early 2020, the total number of works created every two months reached xxx million, reflecting a 91% increase compared to the previous period; the number of works per DAU also rose by 43%.