User Research, Product Strategy, Planning, Interaction Design, Visual Design, Usability Testing, and Analytics.



Manage assets, Search assets, Create Videos, and Generate Reports

3.25 WEEKS


Brainstorming, Sketches, Workflows, Wireframes, Usability Testing, Visual Design, Front-end development, and Analytics.


We make 10’s of videos a day and would like to change that number to 1000’s of videos a day!

Culture Machine (CM) is the third largest digital media company in India. They won the 2015 Cannes Lions award for top 50 marketing tech startups globally. They wanted to scale their tools and processes to increase their video creation capability by 60x.




Mumbai, India.



” I’ve worked with a lot of design teams in my career and I can say without thinking twice that you guys are the best designers I’ve worked with “





To kickoff the project, we first started to determine where Culture machine is in the market. For an accurate picture of where the business is, we conducted several external and internal audits to get a clear understanding of the marketplace, the competitive environment, and the organisation’s competencies. We then identified what’s important. It is important to understand where the organization is supposed to be over time. This sets the direction of the enterprise and clearly defines the mission and vision. From this analysis, we started to determine the priority issues. These issues when solved will have a significant impact to the overall well being of the enterprise. From here, we set objectives that clearly state what the organisation must achieve to address priority issues after which, we defined who is accountable to what. This included strategies, action plans, budgets, time, human capital, and product reviews.


With the roadmap laid out, we kicked off the project with some user research. After this, we synthesized the data gathered and formed concepts around those. These concepts ensured that we matched the objectives we initially set thereby keeping us honest while we were solving one problem after another.


We came up with the concept of Learn-Build-Measure-Analyze-Repeat. This truly set us on track to achieve what we promised and allowed us to think through the problem in the widest manner possible. By the time we were done we explored 57 unique ways to solve the problem, explored 607 screens that would help achieve the solution, narrowed down to 69 high quality screens and ultimately delivered a unified world class experience. Also, one key part of our products success was effective communication. We did everything from daily standup meetings to 12 hour marathon meeting to make sure we delivered quality output. It was constant and effective communication that allowed us to build a great product. Despite being a remote team we managed to get stuff done on time, every time. This created a sense of healthy competition amongst different teams where everyone strived to do better than what they have done earlier.


After building the product we went and validated the experiences with real users in the field. We conducted several usability studies at different stages of the process to ensure that the designs are matching users expectations. This allowed us to ensure that the product was easy to use. Any difficulties the user faced while testing the product were addressed and the revised designs were given.


To ensure swift building of the product, we developed the final revised screens and handed it over for integration and enhancements. This allowed both parties to ensure that the design was built to spec and had no major deviations from the original objectives that were set.


We also collected quantitative data using tools like google analytics and inspectlet to identify how the users interacted with the product on a day to day basis and at what instances were they experiencing difficulties. This helped us identify potential problems and fix them as needed. This ensured smooth usage of the product.


Thanks to all the work, the final solution we provided allowed them to increase their productivity by 10 times. It was achieved by automating the video making process wherever possible and thus reducing manual errors by 98%. This saved a lot of time that was earlier wasted in recreating the failed videos and ultimately allowed them to spend more time on the creative aspects of video making than the ones that didn’t need much thought.


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