Doorstead explainer video boosting completion rate

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Problem

Doorstead, a property management platform, faced user drop-off issues during onboarding. Feedback revealed that users struggled to understand the process and key benefits of the service. This also placed additional pressure on the sales team, as they had to manually explain Doorstead's value proposition.

Solution

To address this, we proposed and developed a motion graphic explainer video to simplify the onboarding experience and communicate Doorstead's unique value proposition. The video aimed to:

  • Visually guide users through the onboarding process, reducing cognitive load.
  • Highlight key benefits of working with Doorstead, such as guaranteed rent, simplicity, and reliability.
  • Reduce the workload for the sales team by providing clear, compelling information upfront.
  • Keep users engaged through the funnel by incorporating dynamic visuals and straightforward messaging.

Execution

I led the video production process, working closely with the product owner and the sales team to ensure the video addressed key pain points effectively. To streamline the workflow and meet tight deadlines, I developed a clear visual style early on, which helped accelerate the design and production stages. My responsibilities included:

  • Collaboration & Planning: Facilitated brainstorming and storyboarding sessions in Miro to align everyone on the video's flow and messaging.
  • Scripting & Voiceover: Helped craft scripts that conveyed complex information in simple terms and leveraged AI-generated voiceovers to speed up production without compromising quality.
  • 3D Modeling & Animation: Created all 3D models and animations using Blender, applying my skills to produce visually engaging, intuitive scenes.
  • Editing & Sound Design: Assembled the final video and integrated sound effects in Adobe Premiere Pro, ensuring smooth transitions and a polished, professional result.

Outcome

The video was integrated into the onboarding process, and subsequent analytics revealed:

  • Improved funnel performance, with fewer users dropping off during onboarding.
  • Reduced workload for the sales team by providing clear, compelling information upfront.
  • Kept users engaged through the funnel by incorporating dynamic visuals and straightforward messaging.

Final video

This was WIP