Industry
Film & Entertainment
Beta Partner
Frisson Productions
Service
UX Strategy
Date
July 2025
A UX strategy case study exploring how creators can validate and refine visual storytelling through structured A/B testing and real-time audience feedback.
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why creators are flying blind
problem
Creators lack a streamlined, in-context way to test multiple creative variations of trailers or proof-of-concepts before final production. Existing tools either focus on basic polls or require manual editing outside of a single platform.
opportunity
Offer a unified, lightweight solution where creators can iterate on trailers, present two versions side by side, and gather quantitative and qualitative feedback from target audiences.
a platform for fast, low‑risk creative testing
business objectives
Validate Creative Decisions Faster: Enable creators to make data-driven choices on trailers’ style and tone within minutes, reducing costly revisions
Improve Audience Engagement: Increase feedback quality by structuring A/B tests with side-by-side previews and comment pins.
Achieve Adoption in Indie Filmmaking and Marketing: Onboard at least 100 active creators in the first 6 months.
Monetization Path: Establish a freemium model with premium tiers for advanced editing tools and team features, targeting $50K in ARR by month 12.
User research will need to be conducted in the form of interviews, surveys, and competitor analysis to identify common frustrations and needs
meet the visionaries: our stories and trailblazers
"As a freelance filmmaker, I want to upload my proof-of-concept trailer and apply a new color-grade preset in-app, so that I can quickly visualize how a different mood impacts my narrative without leaving the platform."
"As an aspiring film student, I want to reorder selected B-roll clips within my story arc using drag‑and‑drop controls, so that I can experiment with pacing and structure to find the most compelling edit for my project."
"As a marketing director, I want to generate a share link for my team’s A/B test and collect vote counts and comments, so that I can make data-driven decisions on which trailer variant resonates best with our target audience."
iteration through creation, the constant user flow of Pivot
core user flow
what winning looks like
North Star Metric: The percent of creators who return within 30 days with a new Pivot project
Supporting KPIs:
Engagement Rate with Pivot Variants
Indicates effectiveness of in-app editing tools and user interest in experimentation.
Average Time from Upload to First Vote
Reflects how quickly creators receive actionable feedback, reinforcing the platform's value.
Feedback Loop Completion Rate
Percentage of project receiving sufficient votes/comments for desicion-making, measures audience participation quality.
High-Level Business Impact:
Driving repeat usage positions Pivot as the go-to creative tool, building lasting relationships and strategic partnerships with film schools, creative studios, and marketing teams.
the fork in the road: how we choose our battles
strategic trade offs
Deferred detailed in-video annotations
to prioritize fast in-app editing tools and immediate audience feedback.
Opted for mobile-first launch
to rapidly validate core concept without splitting resources into desktop and tablet.
the competitive landscape
guiding design principles
Feedback Should Never Slow You Down: Creators move fast. Pivot provides feedback at the speed of creativity.
Frictionless Experimentation: Make creative exploration effortless with intuitive, fast-editing tools
Clarity Beats Complexity: Prioritize simplicity over feature overload—let creators focus on ideas, not tools.
Build for Iteration, Not Perfection: Pivot is designed around continuous improvement, empowering creators to test, learn, and adapt quickly.
functional requirements
Pivot Editor must have:
Music library filtering by mood/genre
Color presets gallery + intensity slider
Pacing templates with automatic scene length adjustments
Story arc drag‑and‑drop B‑roll resequencing
crafting the creative loop
usability testing summary
Test Tasks:
Edit a Pivot: change music and apply color presets.
Share an A/B test: send a link to peers.
Review feedback: find which Pivot variant won and why.
Key Findings:
Users loves rapid editing, but hesitated at first with the story arc tool the most
Sharing workflow was intuitive, but participants wanted confirmation before publishing
Analystics currently do not capture comments, which users want to analyze with views
User Quotes:
"I'd use the color presets every time."
"I wanted clearer confirmation when sharing—otherwise very easy."
rapid iterations
Iteration 1 (Publishing Confirmation):
Before: Users were unsure if their link had published.
Improvement to make: Add clear confirmation modal and a visible share link preview, boosting confidence.
Iteration 2 (Comment Clarity):
Before: Comments difficult to scan quickly.
Improvement to make: Add timestamps and highlights to emphasize frequent feedback points, significantly improving readability.
mapping tomorrow's upgrades
roadmap by quarter
Q1: Beta Pilots with Film Schools
Establish early partnerships with top film schools to capture valuable user feedback and build credibility among emerging filmmakers.
Q2: Advanced Editing Toolset
Launch professional-level tools: custom LUT uploads, multi-track audio editing, and deeper scene editing to attract seasoned creators.
Q3:Creator Analytics Dashboard
Implement robust analytics, enabling creators to deeply understand audience reactions, engagement trends, and iterate smarter.
my role
UX Strategy & Research
Conducted competitive analysis, user interviews and defines core user journeys.
Prototyping & Testing
Created mid-feidelity clickable prototypes in Figma, ran usability tests.
Cross-Functional Collaboration
Worked closely with PMs to define product requirements, collaborated to ensure feasibility, partnered with marketing for user acquisition strategy.
toolkit
Figma — Prototyping, Wireframes, Mid-fi designs
FigJam — Collaborative Ideation & Journey Mapping
Maze — Usability Testing & Insights
Airtable — Competitive Analysis, Feature Prioritization
Notion — Documentation, Async Collaboration & Strategy Notes
Validated demand for creative iteration tools
Identified top‑3 most valuable pivot features
Prototype achieved a 75% task completion rate
Strategy deck adopted by stakeholders for MVP coding