Quantitative
46% of our users do not render/save their videos
Based on our qualitative research, users' main pain points were related to discovering what they could do and understanding how to do it.
The problems
01 | Discoverability issue
To perform basic tasks, such as adding a new scene, users must tap twice on the + button.
Text and Stickers are also hidden.
02 | Missing feedback
Two of the only features that are visible to the users are not displayed on the stage,
only after the video has been rendered.
Hypothesis
Users fail to discover and use Vimeo's features, which causes a lack of video creations, usage, and revenue.
Goal
Make it easy for users to create videos with little effort and frequency.
KPI’s
% users who created a video (Segmented to all users and Org users).
% users who created a video to Usage.
Average # of editing sessions on a video before using it.
How do we approach it?
01
The first thing we did was move the + button for adding new media scenes to the timeline space, making it clearer for users and aligning it with best practices.
02
We wanted to test two variants. The first will expose all features with horizontal scrolling, and the second will expose 5 main features with a drill-in menu.
03
Last, we wanted to help users understand that they already chose a style/music, and they can only view it after rendering the video.
We added a confirmation toast and a check mark to the icon.
Testing results
Video completion is up by 6%
Video usage is up by 4%
Sticker adoption is up 33%
