The Transactional Video Player

cinsay player

Project: Cinsay

Roles: UX Design, UI Design, Visual Design

Duration: June 2015


The product team asked for my help with the UX of Cinsay's website sign up flow and the backend of the Cinsay Video Player. Together, we collaborated on user flows and interactions on the plans page and within the cms. The things we focused on were:

  • Sign Up - the flow that happens during sign up
  • Media - adding videos and images in the player backend
  • Products - adding products in the player backend


Stakeholder Meeting

I sat down with Rob, the Director of Product, and Fino, the Chief Creative Officer, to discuss how to simply organize the sign up flow. The things that we needed to consider were:

  1. Merchant Account information
  2. Wait time during activation
  3. Whats happens once account is activated

brainstorming functions and features

sign up process mocks


  • Eliminate Redundancies- No one likes filling out the same form more than once. Entered information carries over into subsequent forms with check boxes.
  • Merchant Account- Using the Stripe merchant account api for the billing information.
  • Visual Cues- a progress bar once you click submit to let the user know that something is happening. A nice thank you message that lets users know once the process is completed.
  • Additional Help- helpful links and success stories for users provide answers to FAQs, starting points and examples to look to.


The Backend CMS

The backend content management system is complex and a lot of users have trouble with creating and getting their players out there. Again, with the director product we aimed to find the problems that so many people had. We decided to take a couple of approaches:

  1. The Heuristic Approach - evaluate the original layouts for usability issues.
  2. Metrics Evaluation - use data to see where users drop off in the process of building their store.

Original "Add Products" page Analysis

Based on data from customer support, users dropped off when trying to add products. Support specialists spent a lot of time dealing with users who were having trouble knowing what product type to choose, what the image was for and the file type to use. Here are some observations we came up with.

  • Hints without Answers -Some fields have asterisks but no explanation of what is needed. Lacks clarity in image purpose.
  • No Visual Hierarchy -It is organized, but items are not aligned and spacing is awkward.

Original "Add Media" page Analysis

The other drop off point was adding videos. The same issues applied here as in the product section.

  • Ambiguous Titles -"Media" is vague and can mean a lot of things- video, images, audio, etc.
  • Confusing Actions -"create video" button is misleading.

The Solution

New "Add Products" page

  • Increased Scannability -the organization and layout is structured providing visual cues like differentiating image types with size and color.
  • Progressive in-line interactions -icons and tabs provide a quick way to edit items without dialogs or pop ups.

add video process

add video process

New "Add Video" page

We used the same techniques as the product page that are mentioned above; we also incorporated a few more:

  • Icons & Logos - the use of imagery to quickly identify video source and file types to help identify what you are creating.
  • Clear Verbiage - the "save video" button clarifies the end of a process, or at least a step in the process.

Constraints & Challenges


Having enough time to properly invest, test and research methods on how to solve the issues. There was always something more urgent and our time got cut and refocused elsewhere.


Higher ups wanted to focus more on deals and other business ventures instead of improving the design. Analytics & Data that showed pain points and the effect on profits is what allowed us to focus on providing solutions and eliminating those hang ups for our users.


This relates to time, because we had to budget our time on projects that were deemed more urgent or important. There was not a budget to take multiple employees from multiple departments and remove them from their assigned tasks.

Last Thoughts

Simplicity is hard to achieve in complex problems. The solutions that resulted came from collaboration and data. Understanding metrics and user frustration is invaluable, and seeing frustrations and pain points in a product are essential for creating a better product. Only after speaking the right language could we begin to find solutions to the problems that the platform has. If I had more time, I would have liked to explore more, test more and refine those processes to ultimately make the product even better.

"I have been pleased to work with him on several projects, where he has brought my visions to life on the screen. In all of the many projects we have worked on together, Tony is able to take the team’s ideas and expand and elaborate on them to produce beautiful graphics and functional and intuitive user interface. Tony is easy to work with and has demonstrated that he fully understands the constraints and requirements passed to him from the business and technical teams. He is able to negotiate with the various stake holders to get to the best solution for the problem at hand."

by Rob Smith, Director Product and Project Management Offices Cinsay, Inc.


Client description

Cinsay has created a next generation eCommerce, viewer interactive, video-based platform for any size business. Cinsay's SaaS based technology enables anyone to sell products, display printable coupons, capture donations, and generate leads all inside the patented Video Player. Customers are offered a complete turn-key business via merchant account services. Customers benefit from Cinsay's in-depth reporting tools and real-time statistical data. Cinsay's embeddable platform is compatible with web and mobile HTML5 devices and is highly scalable.

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