Transforming Video Discovery:
From Manual Service to Self-Serve Marketplace

I redesigned the entire experience as a self-serve marketplace featuring intelligent content matching, progressive onboarding, and standardized brief templates. Some of the impact:
25% reduction in user inactivity, 15% increase in first-session purchases, Brief completion rates jumping from 23% to 67%, and revenue per user increased by 28% due to higher conversion rates.

Transforming Video Discovery:
From Manual Service to Self-Serve Marketplace

I redesigned the entire experience as a self-serve marketplace featuring intelligent content matching, progressive onboarding, and standardized brief templates. Some of the impact:
25% reduction in user inactivity, 15% increase in first-session purchases, Brief completion rates jumping from 23% to 67%, and revenue per user increased by 28% due to higher conversion rates.

MY ROLE

Product UX/UI Designer

Product UX/UI Designer

TEAM

PMs, Content, Developers

DURATION

Q2- Q4 8 month

RESPONSIBILITIES

User Research, Ideations, User Flow, Wireframe & Prototype, Usability Testing, UI Design, Visual QA

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Visual Solutions

00

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Visual Solutions

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Visual Solutions

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The Problem

01

Small business owners struggled to find relevant video content on QF's manual brief-based system, with 60% becoming inactive within 60 days without purchasing. Poor discovery structure and lack of onboarding guidance created decision paralysis and low conversion rates.

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The Problem

01

Small business owners struggled to find relevant video content on QF's manual brief-based system, with 60% becoming inactive within 60 days without purchasing. Poor discovery structure and lack of onboarding guidance created decision paralysis and low conversion rates.

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The Goal

01

Transform QF into a self-serve marketplace that reduces user inactivity from 60 to 40 days while increasing first-session purchases by 20% through improved video discovery, guided onboarding, and a project-based workflow system.

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The Goal

01

Transform QF into a self-serve marketplace that reduces user inactivity from 60 to 40 days while increasing first-session purchases by 20% through improved video discovery, guided onboarding, and a project-based workflow system.

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The Constraints & Requirements

02

Business
Self-serve only (Both Buyers and Sellers)
Limited ops involvement
On-platform payments
Legal/KYC compliance (Phrase II)
Advanced search system (Phrase II)

Technical
Payment System Complexity
Communication Infrastructure

Legacy Platform (Brief)

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The Constraints & Requirements

02

Business
Self-serve only (Both Buyers and Sellers)
Limited ops involvement
On-platform payments
Legal/KYC compliance (Phrase II)
Advanced search system (Phrase II)

Technical
Payment System Complexity
Communication Infrastructure

Legacy Platform (Brief)

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Design Process

03

I started by documented the existing SMB buyer journey to understand how the platform architecture was creating user friction.

To understand the full marketplace ecosystem, I then conducted research across all three user groups (SMB Buyers / Content Creators / Ops Team) in the QuickFrame workflow:

Quantitative Research

Analyzed SMB buyer reviews and purchase barriers, deployed email surveys to inactive users to understand drop-off reasons, and conducted heatmap analysis on the discovery page to identify where users abandoned searches or got stuck in their journey.

Qualitative Research

Explored content creators' challenges in attracting buyers and understanding market demand, conducted deep-dives with SMB buyers into their brand needs and decision-making processes, and performed operational workflow audits to map current manual processes for both buyer brief intake and creator content matching.

Here are the pain-points that I concluded through user research

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Design Process

03

I started by documented the existing SMB buyer journey to understand how the platform architecture was creating user friction.

To understand the full marketplace ecosystem, I then conducted research across all three user groups (SMB Buyers / Content Creators / Ops Team) in the QuickFrame workflow:

Quantitative Research

Analyzed SMB buyer reviews and purchase barriers, deployed email surveys to inactive users to understand drop-off reasons, and conducted heatmap analysis on the discovery page to identify where users abandoned searches or got stuck in their journey.

Qualitative Research

Explored content creators' challenges in attracting buyers and understanding market demand, conducted deep-dives with SMB buyers into their brand needs and decision-making processes, and performed operational workflow audits to map current manual processes for both buyer brief intake and creator content matching.

Here are the pain-points that I concluded through user research

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How Might We…?

04

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HMW to Features

05

After establishing clear problem statements from user research, I employed a structured approach to translate insights into actionable design solutions through "How Might We" questions and systematic feature prioritization.

Shipping the MVP (Buyer's flow):

While collaborating with Sarah, the PM and Josh, the engineer, I started to sketch out ideas and turn them into mid-fid wireframes, and validate these the hypothesis with the users.

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Building solutions through user-centered iteration

06

When developing wireframes, I continuously tested with users for validation. For example, while designing the unified onboarding flow for our self-serve platform that accommodated both creators and buyers, I identified potential user hesitation at the "Find my match" conversion moment.

I conducted targeted A/B testing to address this friction point, testing approaches like AI-generated suggestions and confidence-building messaging to reduce user anxiety before matching. Through iterative user validation sessions, I was able to optimize conversion rates at critical decision points and validate that strategic information architecture reduces friction in high-intent user moments.

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Trade-offs

07

There were some technical constrains that we were facing as a team while building the project in including Search algorithm overhaul, NLP requirements for brief analysis, payment system complexity, especially when there is a creator role, escrow payment holding is important to protect both user group.

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Final Screens

08

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Final Screens

08

Onboarding (New Buyer User)

First User Experience (Matching)

Purchase

Creative Brief

Verify

Review Creatives

Legacy vs. New Brief using templates

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Impact

06

Primary Goals Achieved
User inactivity period: Reduced from 60 days to 45 days (25% improvement)
First-session purchases: Increased by 15% (goal was 20%)
Brief completion rate: Improved from 23% to 67% with template implementation

Primary Goals Achieved
User inactivity period: Reduced from 60 days to 45 days (25% improvement)
First-session purchases: Increased by 15% (goal was 20%)
Brief completion rate: Improved from 23% to 67% with template implementation

Secondary Metrics
Cart abandonment: Reduced from 71% to 52% with transparent pricing

Secondary Metrics
Cart abandonment: Reduced from 71% to 52% with transparent pricing

Business Impact
Revenue per user - Increased by 28% due to higher conversion rates
Creator retention - 87% of creators uploaded additional content (vs. 46% previously)

Business Impact
Revenue per user - Increased by 28% due to higher conversion rates
Creator retention - 87% of creators uploaded additional content (vs. 46% previously)

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Retrospectives

07

Missed Targets
First-session conversion goal - Achieved ~15% vs. target of 20%
Analysis - Users still needed multiple sessions to feel confident in larger purchases. I learn that trust building requires more than one interaction for higher-value content

Missed Targets
First-session conversion goal - Achieved ~15% vs. target of 20%
Analysis - Users still needed multiple sessions to feel confident in larger purchases. I learn that trust building requires more than one interaction for higher-value content

Ongoing Challenges
Complex campaign needs - 34% of users still struggle with multi-video campaign planning
International expansion - Current taxonomy doesn't support non-English speaking markets

Ongoing Challenges
Complex campaign needs - 34% of users still struggle with multi-video campaign planning
International expansion - Current taxonomy doesn't support non-English speaking markets

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YM

© Copyright 2025

YM

© Copyright 2025

YM

© Copyright 2025