QI Short Video is a short video app that aims to provide young users with an interesting and creative video exclusive content platform
QI Short Video is a short video app that aims to provide young users with an interesting and creative video exclusive content platform
QI Short Video is a short video app that aims to provide young users with an interesting and creative video exclusive content platform
OVERVIEW
OVERVIEW
Details of Qi
Details of Qi
Qi is a short video sharing community application mainly for young. The content is mainly short videos and official exclusive short dramas. It hopes to attract early users through the IP appeal of official exclusive short dramas.
The overall design of Qi is more youthful in terms of color, fonts, graphics, etc., and adopts a dark design to achieve an immersive viewing experience.
Qi is a short video sharing community application mainly for young. The content is mainly short videos and official exclusive short dramas. It hopes to attract early users through the IP appeal of official exclusive short dramas.
The overall design of Qi is more youthful in terms of color, fonts, graphics, etc., and adopts a dark design to achieve an immersive viewing experience.
BACKGROUND
BACKGROUND
Explosion of Short Videos
Explosion of Short Videos
In 2018, short video products emerged in the consumer market, with Douyin and Kuaishou having the largest market share and occupying most of the domestic short video sector.
However, the average daily length of long videos has slowed down. The data shows that under the current fast pace, short videos have their unique advantages and markets. The growth of the long video business peaked and the short video field was chosen as its second growth curve.
In 2018, short video products emerged in the consumer market, with Douyin and Kuaishou having the largest market share and occupying most of the domestic short video sector.
However, the average daily length of long videos has slowed down. The data shows that under the current fast pace, short videos have their unique advantages and markets. The growth of the long video business peaked and the short video field was chosen as its second growth curve.
RESEARCH
RESEARCH
iQiyi's Dilemma
iQiyi's Dilemma
As a leader in China's mid-to-long video sector, iQIYI also hoped to use its user and content advantages to achieve some success in the short video field, bringing new vitality to the long video sector, which was experiencing slow growth. This was an unprecedented opportunity for iQIYI, but also a great challenge.
As a leader in China's mid-to-long video sector, iQIYI also hoped to use its user and content advantages to achieve some success in the short video field, bringing new vitality to the long video sector, which was experiencing slow growth. This was an unprecedented opportunity for iQIYI, but also a great challenge.
RESEARCH
RESEARCH
SWOT Analysis
SWOT Analysis
Combined with the previous research report, the team used SWOT analysis to sort out and summarize the current internal and external conditions of the team, so as to better help the team find opportunities in the short video field.
Combined with the previous research report, the team used SWOT analysis to sort out and summarize the current internal and external conditions of the team, so as to better help the team find opportunities in the short video field.
RESEARCH
RESEARCH
Insights
Insights
The team screened short video users through a questionnaire survey. And then invited users for in-depth interviews to establish the characteristics of typical users and obtain the basic characteristics of the product based on the previous research work.
The team screened short video users through a questionnaire survey. And then invited users for in-depth interviews to establish the characteristics of typical users and obtain the basic characteristics of the product based on the previous research work.
DESIGN
DESIGN
Visual Language
Visual Language
After the team established the overall direction of the product through preliminary research and analysis, the design team began to enter the specific design process.
After the team established the overall direction of the product through preliminary research and analysis, the design team began to enter the specific design process.
Visual Language - Shape
Guided by keywords and a mood board, the overall UI style is dominated by curves and fullness, mainly reflected in larger rounded corners and icon shapes, to reflect fun, youth, and change.
Guided by keywords and a mood board, the overall UI style is dominated by curves and fullness, mainly reflected in larger rounded corners and icon shapes, to reflect fun, youth, and change.
Visual Language - Main Color
Qi Video follows the green color of iQIYI to strengthen brand association, which can play a very good role in publicity and brand unity. We adjusted the original green color to make the overall color brighter, in line with the young and fashionable positioning.
The contrast ratio between the main color and the dark background is 9.28, which can ensure a good display effect.
Four gradients are used in off-white to make the information presentation in each scene clearer, and it is convenient for users to identify important information more quickly.
Through the HSL color mode, change the lightness parameters, and adjust the color more intuitively and conveniently.
Qi Video follows the green color of iQIYI to strengthen brand association, which can play a very good role in publicity and brand unity. We adjusted the original green color to make the overall color brighter, in line with the young and fashionable positioning.
The contrast ratio between the main color and the dark background is 9.28, which can ensure a good display effect.
Four gradients are used in off-white to make the information presentation in each scene clearer, and it is convenient for users to identify important information more quickly.
Through the HSL color mode, change the lightness parameters, and adjust the color more intuitively and conveniently.
Visual Language - Secondary Color
Visual Language - Secondary Color
The Secondary Color adopts a color with relatively high lightness and saturation, which is consistent with the main color, and the overall fits the youthful and fashionable positioning.
The Secondary Color adopts a color with relatively high lightness and saturation, which is consistent with the main color, and the overall fits the youthful and fashionable positioning.
Visual Language - Font
Visual Language - Font
On the basis of the system fonts, we have added Hanyi Qihei and the Gotham to strengthen the information level of different pages through their various font weights and create an excellent reading experience for users.
On the basis of the system fonts, we have added Hanyi Qihei and the Gotham to strengthen the information level of different pages through their various font weights and create an excellent reading experience for users.
DESIGN
Home Feed
Home Feed
In the case of a cold start of the project, and iQIYI has little accumulation in short video recommendation algorithms, it is difficult to achieve accurate delivery of user content in the early stage of a single video feed, while the double-column design is higher in browsing efficiency, and users can choose the content you are interested in more efficiently based on the cover and text content.
In the case of a cold start of the project, and iQIYI has little accumulation in short video recommendation algorithms, it is difficult to achieve accurate delivery of user content in the early stage of a single video feed, while the double-column design is higher in browsing efficiency, and users can choose the content you are interested in more efficiently based on the cover and text content.
Home Feed - Cover Size
Home Feed - Cover Size
The homepage distinguishes horizontal and vertical video content through two sizes of covers.
The homepage distinguishes horizontal and vertical video content through two sizes of covers.
Home Feed - Following
Home Feed - Following
The following creators are convenient for viewing the latest content and managing the watch list.
The following creators are convenient for viewing the latest content and managing the watch list.
DESIGN
Video Player
Video Player
Since the interactive experience of the short video has almost been completed in user education, we have partially optimized the different details of the current user interface in the short video playback interface to cater to our visual language and users.
Since the interactive experience of the short video has almost been completed in user education, we have partially optimized the different details of the current user interface in the short video playback interface to cater to our visual language and users.
Progress bar optimization
Progress bar optimizationand
Since a two-minute video has been added, you can fast-forward and rewind the video by long-pressing the screen and swiping left and right.
Since a two-minute video has been added, you can fast-forward and rewind the video by long-pressing the screen and swiping left and right.
Communication with iQIYI
Communication with iQIYI
The following creators are convenient for viewing the latest content and managing the watch list.
The following creators are convenient for viewing the latest content and managing the watch list.
DESIGN
Drama
Drama
Drama is an experimental function, which aims to provide good exclusive PGC content, and attract users in the early stage of the product through exclusive IP content.
Drama is an experimental function, which aims to provide good exclusive PGC content, and attract users in the early stage of the product through exclusive IP content.
Drama is an experimental function, which aims to provide good exclusive PGC content, and attract users in the early stage of the product through exclusive IP content.
In the early stage, due to the limited exclusive IP content, the layout of the large cover was adopted in the page presentation to make the overall visual effect more full.
In the early stage, due to the limited exclusive IP content, the layout of the large cover was adopted in the page presentation to make the overall visual effect more full.
DESIGN
DESIGN
Two-Minutes Video
Two-Minutes Video
In order to encourage users to record life and create content in a richer way, Qi Video supports a maximum video duration of 2 minutes.
In order to encourage users to record life and create content in a richer way, Qi Video supports a maximum video duration of 2 minutes.
DESIGN
DESIGN
Video Editor
Video Editor
Professional products do professional things. As a video sharing platform, we have simplified the video editing function. The built-in video editing function only supports videos within 15s.
Professional products do professional things. As a video sharing platform, we have simplified the video editing function. The built-in video editing function only supports videos within 15s.
THE END
THE END
Experience and Regret
Experience and Regret
This is an in-depth exploration of the short video field by the team, which has opened up new horizons for iQIYI's short video-related products, and also laid the foundation for mobile phone video shooting and editing.
This is an in-depth exploration of the short video field by the team, which has opened up new horizons for iQIYI's short video-related products, and also laid the foundation for mobile phone video shooting and editing.
@2023 KevinZhao
By KevinZhao
@2023 KevinZhao
By KevinZhao
@2023 KevinZhao