Design Resarch
Understanding content creators' hopes, fears, and desires for GenAI in video creation

Brief
Develop a creator-centric framework for product innovation that details creator readiness for and opportunities to create high value GenAI tools for video creation
Goal
Understand creators perspectives on GenAI and distill those insights into an actionable framework that can be used by the client's product teams to inform product development
My Role:
Research Lead
Methods:
-
Participatory research
-
In Depth interviews
-
Card Sorting with interviewees
-
Research synthesis
-
Global research moderation
Tools:
-
Figma
-
Miro
-
Slides
Research
We started this research with a set of key questions we sought to answer. We conducted 60 minute in depth interviews with content creators with participatory research methods like card sorting.
Research Questions
-
How do creators currently use GenAI?
-
What reservations do creators have when it comes to GenAI?
-
How do creators believe their audience will react to their use of GenAI?
-
How do creators hope to use GenAI in their work in the future?
-
How can we co-create types of GenAI tools they would seek to use?
-
Is there a difference in opinions between creators from Japan and the US?
The Process
With the insights from the creators in hand, we began to distill our research into actionable insights and a visual framework that visualized the complicated issue.
Visualizing the Insights
Students High-Fiving

The Framework
We developed a 4x4 matrix as our framework, with creator activities on the x -axis and GenAI tools on the Y axis. We layered on creator needs that need to be met at each quadrant within the framework. Product managers can place the products that they seek to develop and see how "ready" the creators may be to adopt their tools.







.png)