Unlocking the Secrets of VEED's User Experience: A UX Teardown
Veed at a Glance
Unless you’ve lived under a rock for the last year, you’ve probably heard of VEED.
According to the founders, Tim and Sabba,
“the idea for VEED came from being frustrated working with complex and time-consuming editing software. After spending thousands of hours editing videos with complicated programs, we realised that for many editing tasks the current solution where overkill. We need a simple yet powerful online video editor.”
The video editing platform has grown from $0 to $5M ARR in just two years
It’s been praised for its simple, intuitive, and enjoyable product experience
It’s won users and customers from the biggest names in tech which is no small feat for a small product team! Kudos to Veed. To name a few: Google, Meta, Peloton, Pinterest, Disney, Amazon, Netflix, BBC, Booking.com, Procter & Gamble and more…
It’s headquartered in London, UK (which is where I’m based too!)
I was hopeful that even a video editing rookie like myself could wrap my head around VEED.
About Me
Hello 👋 I’m Sanna, a freelance UX/Product Designer based in London #opentowork.
I create enjoyable, pleasant and accessible designs by merging business goals with design thinking and human-centred design principles. Part of my work includes examining digital product experiences in order to improve them. That’s what we’re going to do today!
UX Teardown
In this article, I will be conducting a “UX teardown” of VEED, which involves a detailed evaluation and analysis of its user experience. A UX teardown aims to:
Identify UX and design areas for improvement
Provide actionable feedback to enhance the product's usability, accessibility, and design
Examine the product from the user's perspective, executing actual tasks or jobs-to-be-done
Assess factors such as ease of use, navigation, visual design, UX and more
Areas of Analysis
To keep the scope focused and detailed, I’ve narrowed in on a few key areas.
#1 Aha Moment
This is when a user experiences the value proposition for the first time. The faster a user experiences this moment, the more likely they are to continue using the product.
#2 Onboarding Process
Think of this as the “virtual unboxing experience” that helps users get started with a product. An efficient onboarding guides users, assisting them in quickly experiencing the Aha Moment.
The onboarding process leading up to the Aha Moment
#3 Communication of Core Value Proposition
Is the core value proposition of VEED effectively communicated to me as a new user?
#4 General Usability
Is the platform easy to use? Or are there any usability issues?
#5 UX & Design Best Practices
Does VEED follow industry best practices for UX and design? To evaluate this, I used my checklist with over 150 guidelines and best practices.
My Notion board with 150+ UX best practices and guidelines
#6 User Segmentation
Does VEED efficiently segment their users to better cater to their needs?
#7 Microcopy
Is the microcopy clear and concise?
#8 Obstructions/Friction
Are there any points of friction or obstructions in the user flow?
UX Methodology
To perform this, I’m employing two handy techniques from the UX discipline. Say hello to …
Task-Based Usability Testing
As I interact with the product, I’ll share my thoughts, feelings, and decision-making process. This will help to demonstrate how I approach the tasks and whether any usability issues arise during the interaction.
Think-Aloud Protocol
I’m assessing the product's effectiveness, efficiency, and satisfaction levels while performing the following tasks:
Accessing the homepage
Complete the onboarding process
Record a video promoting my UX teardown
Edit the video
Save the video
Why is this important? Good UX practices lean into strong principled and theoretical foundations.
Using specific methodologies such as task-based usability testing and think-aloud protocol is important in producing accurate and reliable analysis in UX teardowns. These techniques provide a systematic approach to evaluating the user experience, allowing for structured observations and insights that can inform design decisions and improve the overall usability of the product.
Okay, with that said, let’s get cracking! To follow along browse through my Figma slideshow below.
Summary of findings
Spoiler! VEED’s product team have done an incredible job in a short space of time. As the team grows and more resources get behind their product roadmap the sky’s the limit. For now, here’s a cross-section of what I think some next steps on their journey of world domination may be…
The UX teardown revealed several areas of opportunity for improving the user experience for a first-time user.
#1 Progressive onboarding
VEED can benefit from a more progressive onboarding experience for new users. This can include tooltips and contextual prompts for a more guided and efficient onboarding experience.
#2 Utilisation of video templates and educational content
VEED has a library of educational content that could be utilised in the tool itself to help users understand how to use the product's features effectively. In addition, there’s an opportunity to utilise video templates as training assets.
#3 Enhanced segmentation during onboarding
VEED can improve its user segmentation during onboarding to help users select the features that match their needs.
#4 Error prevention using destructive action modals
Destructive action modals can help to prevent accidental data loss and improve user satisfaction.
#5 Contextualised microcopy
Using clear, concise, and specific instructions can reduce confusion and improve the overall user experience.
#6 Constructive error messages
Having clear error messages can help users learn from their mistakes and reduce frustration when encountering issues while using the product.
Implementing these changes could help VEED reduce the time it takes for users to reach the Aha Moment, thereby increasing the likelihood of long-term adoption and satisfaction.
Overall, I would highly recommend VEED to anyone looking for an easy-to-use and enjoyable online video editing platform.
My First VEED Video: A UX Teardown
Conclusion
VEED's impressive growth from $0 to $5M ARR in just two years is a testament to the effectiveness of its simple, intuitive, and enjoyable product experience. As a first-time user, I found VEED's video editor and screen recorder products to be highly accessible and user-friendly. I manage to create my promotion video in just a few minutes.
I would love to hear your thoughts
Have you ever used VEED or a similar video editing platform? How does your experience compare to the findings in this UX teardown?
What are some other areas you think VEED could improve upon to enhance the user experience?
Are there any other UX methodologies or techniques you think could be useful in conducting a UX teardown? Why do you think so?
How important do you think UX design is for the success of a digital product? Can you share an example of a product that failed due to poor UX design?
Work with me
Are you looking to enhance the user experience of your digital product? As a freelance UX/Product Designer, I specialise in conducting UX teardowns and providing actionable feedback to improve the usability, accessibility, and design of digital products.
Using specific methodologies such as task-based usability testing and think-aloud protocol, I provide a systematic approach to evaluating the user experience and identifying areas for improvement.
My goal is to help you create enjoyable, pleasant, and accessible designs that merge business goals with design thinking and human-centered design principles.
Contact me today to improve the user experience of your digital product and increase user satisfaction.
Note: Please note that this is just my personal experience and perspective as a first-time user, and I'm not affiliated with VEED in any way. I'm just a fan of the product and the team.
