In the pursuit of 200 million users and 20% retention
Summary
About
Triller is AI-driven music video app that allows users to create and and share professional-like videos in seconds.
Problem
Combine two AI platforms (music and video) in a single seamless user experience for users to create professional-level videos
Grow user base;
Secured funding
Solution
Research driven strategy utilizing quantitative and qualitative detailed influencers and end-users (fans) personas, informing and thriving design for the video creation community.
My approach
Build a data-focused design team that makes research a key part of every design choice for a global product. Set up a clear UX research framework that links and aligns Data, Engineering, Customer Support, Quality Assurance, and Design teams to ensure smooth teamwork, easy communication, and consistently good results.
Impacts
#1 app in 50+ countries
250 million users
34.6% retention
36.4% video created
$200+ funding round
Full Case ↓
In the early stages of Triller, the biggest challenge for the product was metrics for future rounds of funds and the Product Strategy Development, merging the two platforms was a strategy to evolve Triller as an unique UGC (User Generated Content) app for content creation, integrating music and video recording based on user’s usage.
APP 1
video-only app where users could create content by syncing video clips to their voice using AI to form a timeline.
APP 2
music-only app that allows users create songs using AI out of parts of famous songs.
Combining the 2 AI platforms for Triller to become AI-powered music video app that enables anyone to make professional videos, effortlessly.
Key Results to achieve product’s short-medium term goals
To lead the teams to achieve these goals, changes were made in different structures of the startup
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The Development team cleaned up the iOS and Android codes before adding more features.
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Develop and organize roadmaps and further launches.
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Work with Data Scientists to organize app and user metrics and data.
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A redesign and new structure were necessary.
the team
Product Designers (UX, UI)
Data Scientists
CSR and CRM
Content team
Engineering team (Android, iOS, QA)
Business (BA, Delivery Manager, Project Manager)
Collaboration Data Scientists and Product Designers
One of the decisive implementation in terms of culture and UX Design process was to align Data Science and Product Design teams. In a way to ensure the quality of the data collection, its categorization.
My role was to build the UX Research culture - data being part of the process of Product Development during the early stages of Triller.
Constant Research and Data Collection
As part of the Experience Design process we were always collecting, coding and theming data from different sources along with the Dev and Data Science teams to make sure the decisions would come from the processed data the Tech team had implemented together.
Reframing the Triller app experience
Structuring the data was crucial for the Product Design team start projecting and documenting journeys, feedbacks on features and, above of all, allowed us to creating roadmaps for features and app rollouts.
Proposed Customer Journey
My role was to ensure Data was part of every decision during roadmap, OKRs, Design and feature development.
Setting the Product Design team to its best
Developing the Product Design team was one of the biggest but more pleasurable tasks in my career. Especially because it was the first time I was acting as a Product Design Manager.
Highlights of my first time as a Product Design Manager
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Follow up witth Product Designers performances and behaviors while creating design experience which allowed them to explore and maximize their talents.
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Create several rituals to stimulate creativity for a remote team, such as Design Critiques, Reviews, Brainstorms.
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While building a Design Library together, we as a Product Design team kept evolving to a Design System and updating it constantly.
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While building the Design System, we collaborated very closely with the Development team.
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Turning Data Science and Design very connected while developing a Product.
Outcomes
By Summer (around August) 2020, Triller has made its mark for the first time since its launch as AI music video platform.
