Redesigning To Simplify Professional Transcoding Through a Two-Level UX
Overview
Advanced transcoding had dozens of complex controls that overwhelmed users. I redesigned the experience into a 2-mode system that matched user expectations and increased clarity. Basic = simple presets Advanced = full professional settings (locked until upgrade)
Challenge
The challenge demanded organizing complex encoding settings into a usable workflow. The challenge included:
Too many settings on one page
Users are unaware of the advanced value proposition
Competitors charged extra for basic features
No structured workflow
Objective & Goal
To simplify the encoding process while showcasing advanced capabilities to drive upgrades.
Process
To reduce complexity, I separated the encoding experience into Basic and Advanced modes. I designed clear preset-based controls for beginners, while exposing advanced settings in a locked, explorable format to drive upgrades. Tooltips, banners, and structured settings layouts created a workflow that was powerful yet easy to navigate. In short, my process can be summarized in the following steps
Split into Basic & Advanced modes
Adding a value banner encouraging advanced exploration
Locked advanced UI (gamified)
Upgrade the modal with a feature comparison
“Calculate Encoding Price” CTA for quick price estimates
Cleaner advanced settings layout
Result
Redesigned the onboarding experience for a global CDN SaaS platform to improve user activation and retention. By simplifying the flow, refining plan categorization, and integrating customer segmentation, the redesign achieved 84% more direct purchases, 33% fewer inactive users, and a 78% boost in monthly revenue — proving the power of data-driven UX design in SaaS environments.
Learnings
Progressive disclosure was central in transforming a complex workflow into a digestible structure. The locked previews created curiosity and showcased value, while mental model alignment (Basic vs Advanced) helped users immediately understand where they belonged.
Additional Learnings:
Showing value is more effective than explaining value.
Structured modes prevent overwhelming first impressions.
Gamified exploration supports voluntary upgrades.
Tools That Shaped This Project
You’ve seen the results now see