Understanding Video Creator Workflows
for an AI-powered transcription based video editor
Project Overview
Client: Confidential (AI Video Editing Product)
Role: Lead UX Researcher – Christie McAllister
Methods: Semi-structured interviews, product demo feedback, thematic synthesis
Participants: 16 video creators (educators, influencers, marketers, professionals, hobbyists)
Goal: Understand U.S. creators’ day-to-day video workflows, tool choices, and gather honest feedback on the product’s positioning.
Context
The client developed an AI video editor that promised:
Text-based editing (edit by cutting transcribed text)
Auto-captioning & subtitle translation
Dead-air & filler word detection
Auto-image overlays, visuals, and music
Before launching in the U.S., they needed answers:
Who is this product for?
What pain points does it truly solve?
Where does it fall short compared to established tools?
Action
I led a qualitative research study to map workflows and test reactions.
What we did:
Recruited participants across diverse backgrounds: educators, HR leaders, content marketers, lifestyle influencers, YouTubers, hobbyists, and small business owners.
Conducted 1:1 semi-structured interviews, focusing on:
Video creation workflows & tools
Challenges and “workarounds” in editing
Honest impressions of Vrew after seeing a demo
Research included:
Encouraging candid, unfiltered feedback by emphasizing researcher neutrality.
Recording and synthesizing sessions for client use.
Highlighting segment-specific differences (e.g., influencers’ mobile-first needs vs. corporate trainers’ emphasis on efficiency).
Results
Patterns across participants revealed both opportunities and friction points:
What resonated
“Text-based editing could be a game-changer for cleaning up footage fast.”
Strong value in auto-captioning & subtitles for accessibility and reach.
Trainers and educators saw clear efficiency benefits.
What raised concerns
Lack of visual polish and first-impression usability.
Mobile-first needs: Influencers and social content creators wanted tools optimized for on-the-go editing, not just desktop workflows.
Limited creative flexibility producing layered or branded content compared to Premiere, Final Cut Pro, or Canva.
Market fit insight
Best aligned with educators, trainers, and casual short-form content creators who need speed, captions and accessibility over complex visuals
Advanced editors will likely remain with pro-grade tools.
The findings helped the client pinpoint where the product solves a big problem (efficiency and accessibility) and where it may struggle (advanced, multi-layered editing).
Learning
Efficiency is universal, but creativity is personal: Features that save time win attention, but adoption depends on whether the tool can flex to each creator’s style.
Flexibility drives adoption: Creators want tools that adapt to their unique style, not constrain it.
Design = trust: A polished, intuitive UI heavily influences whether new users will give a product a real chance.
Segment targeting is key: Early adoption is strongest among educators and trainers; influencer and pro markets require more feature depth.
This research provided the client with clear guidance on positioning in the U.S. market, while also surfacing design and feature opportunities to strengthen adoption.