Results

Before this project, Vimeo had a fundamental disconnect: the logged-out experience didn’t visually or experientially mirror the logged-in product.

My goal was to use this redesign as a bridge, unifying both teams around a single visual and experiential language.

Within 3 months of launching — Vimeo’s new logged-out homepage achieved this goal, alongside substantial improvements across several KPIs:

35% increase in registrations

• Clearer value proposition and simplified user journey drove more sign-ups

• Better audience targeting reduced bounce rate from unqualified visitors

22% lift in trial signups

• Strategic CTA placement and improved messaging increased trial conversions

• New video content better demonstrated product value

28% improvement in time on site

• More engaging content and clearer information architecture kept users engaged

• Customer success stories and product demonstrations increased page depth

100% lift in alignment of web and product teams

• Unified 2 previously siloed design systems into 1 shared component library

• Reduced design debt through cross-functional alignment

• Decreased design review cycles by establishing clear handoff processes between teams

The redesign successfully balanced the needs of video professionals and enterprise customers while establishing a foundation for ongoing optimization and testing.

The Problem

Vimeo’s existing homepage suffered from critical issues that hindered engagement and conversion:

Unclear messaging and positioning

• Homepage didn’t communicate what Vimeo does or why users should care

• Overindexed on features without explaining benefits

• Messaging felt written “by committee” with no clear stance

Poor user experience and navigation

• Too many competing CTAs with unclear destinations

• Overwhelming content density requiring excessive scrolling

• Confusing product screenshots that didn’t represent actual functionality

Misaligned audience targeting

• Trying to serve everyone without succeeding for anyone

• Video professionals felt alienated by enterprise-heavy messaging

• Missing the brand legacy and quality reputation Vimeo built over 20+ years

The Idea

As Principal UX Designer, I proposed a complete homepage redesign focused on Vimeo’s core strengths and primary audiences. The strategy centered on three key principles:

Simplify and clarify the value proposition

• Lead with what Vimeo does best: hosting, player, and distribution

• Use plain language that resonates with video professionals

• Focus on user benefits rather than feature lists

Create content that converts

• Develop new video content showcasing real product functionality

• Include customer success stories and social proof

• Design for mobile-first to align with Google’s algorithm

Balance creator and enterprise needs

• Position Vimeo as the trusted, private video distribution platform

• Highlight AI capabilities and technological innovation

• Maintain the cool factor that attracts both audience

The Action

I led a comprehensive redesign process involving multiple stakeholders and content initiatives:

Research & Strategy

• Conducted stakeholder interviews across Growth, Product, Sales, and Marketing teams

• Analyzed user feedback identifying pain points with current homepage

• Researched competitor sites and best practices for conversion optimization

Content Creation & Direction

• Directed creation of three new videos: hero product overview, enterprise showcase, and customer success story

• Supervised development of ten product UI animations showing features in action

• Collaborated with content team on messaging that speaks to user problems rather than features

Design & Implementation

• Created wireframes prioritizing simplicity and clear information hierarchy

• Designed responsive layouts considering international localization needs

• Established modular design system allowing for easy A/B testing and iteration

What I Brought

Design (UI/UX)

• Led end-to-end design process from research through implementation

• Created high-fidelity prototypes and user flows

• Ensured mobile-first responsive design approach

Strategy

• Synthesized stakeholder feedback into actionable design requirements

• Developed content strategy balancing multiple audience needs

• Established success metrics and testing framework

Leadership

• Coordinated cross-functional team including Product, Engineering, Content, and Sales

• Managed relationships with video production team and external agencies

• Facilitated stakeholder alignment on design direction and priorities

Before & After Comparison

The original design suffered from:

• Vague hero messaging that didn’t explain Vimeo’s core value

• Overwhelming feature blocks in rectangular containers

• Confusing product screenshots with poor scale and content density

• Multiple competing CTAs without clear user journey

• Abstract imagery that didn’t showcase actual product capabilities

The new design addresses these issues with:

• Clear, benefit-focused messaging explaining Vimeo’s core value prop

• Streamlined content hierarchy with better visual spacing

• Authentic product demonstrations through new video content

• Simplified CTA strategy guiding users to appropriate next steps

• Customer success stories and social proof strategically throughout

The Videos

Product UI Animation Videos

I designed and directed the creation of ten micro-animations showcasing key product features that stakeholders identified as buried or poorly communicated on the existing homepage.

Each animation was designed to demonstrate specific functionality —upload flows, player customization, analytics dashboards, privacy settings, collaboration tools, AI features, and content organization — in short, digestible segments.

My creative direction prioritized clarity and authenticity over flashy effects, ensuring each animation accurately represented the actual user interface and workflow. These animations needed to work across different sections of the homepage, providing visual proof points that would help visitors understand Vimeo’s capabilities without requiring them to start a trial or watch lengthy demo videos.

Hero Product Overview Video

I collaborated with the content team to create an authentic product demonstration that would immediately communicate Vimeo’s core value proposition.

Drawing from stakeholder feedback that criticized the existing abstract laptop imagery, I directed a video showing actual product functionality in a realistic workflow context.

My creative direction focused on showcasing the drag-and-drop upload experience, player customization, and privacy controls — the fundamental features that differentiate Vimeo from competitors like YouTube. Rather than featuring abstract concepts or stock footage, this video needed to feel genuine and demonstrate why video professionals trust Vimeo for their most important content.

Enterprise Showcase Video

The enterprise video required a different creative approach that would appeal to business decision-makers while maintaining Vimeo’s innovative brand identity.

Based on stakeholder insights about enterprise customers wanting to “feel cool” and be part of an exciting partnership, I directed content that highlighted security, scalability, and collaboration features without feeling corporate or sterile.

My creative direction emphasized real enterprise use cases, customer success metrics, and the AI-powered capabilities that position Vimeo as a technological leader in the video space. This video needed to reassure enterprise prospects that Vimeo combines the reliability they need with the innovation they want.

Reflection

This homepage redesign represented a significant shift in how Vimeo presents itself to potential customers. The project highlighted several key insights about designing for multiple audiences while maintaining brand integrity.

Key takeaways:

User research drives better design decisions

• Stakeholder interviews revealed critical gaps between internal assumptions and user needs

• Video professionals wanted reassurance that Vimeo remained “for them” despite enterprise growth

Content is as important as design

• New video assets and customer stories significantly improved engagement metrics

• Authentic product demonstrations converted better than abstract marketing imagery

Simplicity wins over complexity

• Reducing cognitive load and focusing on core value props improved all metrics

• Clear information hierarchy made the site more accessible to international audiences

Cross-functional collaboration is essential

• Success required alignment across Product, Marketing, Sales, and Content teams

• Regular stakeholder feedback sessions prevented costly design iterations

Moving forward, this redesign established a scalable foundation for ongoing optimization and the basis for a new, modular design system that enabled rapid A/B testing of messaging, CTAs, and content blocks.

Future enhancements focused on personalization based on user segments and continued refinement of the conversion funnel based on performance data.

Breaking Down Silos

The most valuable cross-functional insight from this project was that product design work exists at multiple scales.

While a logged-out homepage is part of a marketing website, it’s fundamentally a product surface that shapes how millions of users first encounter Vimeo.

By treating it with the same rigor as core product work, and by involving product UX teams from day one, I discovered that the invisible layer between marketing and product is where alignment actually happens.

This project was a catalyst in breaking down silos between design teams at Vimeo and taught me that the best design leverage comes not from perfect pixels, but from unifying the strategy behind them.