UX for Video: Part One
User Experience is usually reserved for software, physical products, websites and the corresponding features within. How does the UX process fit in with video?
The first question to get out of the way is Does video UX even exist?
I guess what we need to do is answer this question. UX as a profession is hard enough to define as it is. According to Nielsen Norman Group, “user experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”
According to Nielsen Norman Group, “user experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”
To chip away at our answer, lets define what Video UX is not:
- It is not the marketing of videos
- It’s not video production.
- It’s not the content, although there are some blurred lines there.
Think about how and where you view a video. Is it on the train? On your couch? On a flat screen TV? On a different device? The user experience of watching a video could be all these things.
The video user experience is the video player, where the video is positioned in the UI, who hosts the video, or how you get back to your app or website after a video is viewed. Video UX could be the way the content is presented, and how specific content is delivered at specific times, places and devices. It is the interaction between these things.
When I was in video production, we produced instructional videos for a Platform Tennis Association. “Paddle” is a country club sport that has a hardcore following of around 15,000 people in the Chicago and New York metro areas.
We produced 14 videos for basic instruction and introduction into the sport. The pros basically did user research prior to video production by talking to their students, so the content was in line with the students goals at the time.
Six years and 225,000 views later we looked at the analytics of the Youtube Channel. We determined that we had enough information to build a persona of the user/viewer. The typical viewer was 45–54 years old and mainly viewed these videos on a desktop. But how does this relate to user experience?
In Part Two We’ll explain how we combined the metrics and UX of the videos to increase views. We’ll also dive deeper into defining UX for Video.
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