• Vidyard

    2017—2020

    On a mission to help people and businesses better communicate with video, I improved the Vidyard platform experience and shipped multiple new products. This is an overview of some of the things I worked on during my time at Vidyard.

    Vidyard Overview

    Why Vidyard?

    Early 2017, Vidyard was looking for a Product Designer to design a self-serve product aimed at sales teams—humanizing their sales efforts by adding videos to their outbound emails and outreach. As I reflected on the increased use of video around that time, I saw the potential for a product for people or businesses beyond the sales use-case.

    I decided to join Vidyard as their first Product Designer.

    User and platform problems

    The main issue experienced by customers was the amount of time spent trying to change simple settings and ensuring they had the intended effect—Vidyard didn't work the way people expected it to. On average, it took 3 months of training and support for customers to feel comfortable using the platform's basics capabilities. From a design perspective, there had never been much thought put into the information architecture, the primary workflows, the visual hierarchy, or any design patterns throughout the platform. The Vidyard platform was complex, aesthetically dated, and not viable for a self-serve model.

    This is what Vidyard looked like when I started.

    Vidyard 2017 library
    The player library with combined top level analytics above and unrelated video analytics below—always confused users about analytics. Additionally, videos can only be shared once they were manually added to players after initial upload. There were some situations where videos could disappear from players, and you could end up with an empty player on a blog or a homepage...
    Vidyard 2017 player page
    Confusing multi-layered navigation with duplicated functions on the player level and the video level. Which one actually changes the video thumbnail? 🤔
    Vidyard 2017 partner app
    An overly complex, outdated UI to simply insert a video. Partners did not want to integrate this into their platforms.
    Vidyard 2017 chrome extension
    The Vidyard screen recording extension had many interaction issues. Many people had to re-record videos due to unclear microphone and camera states.

    Simplifying Vidyard

    These were just a sample of the usability issues that Vidyard had at the time.

    I started working on improving the clarity, coherency, and aesthetics across all of Vidyard's products by rethinking the complex information architecture that did not align the users' mental models with the capabilities of the product, and by creating ConstructionYard—Vidyard's first design system. These improvements were made through a combination of prototyping, user testing and collaboration with multiple Vidyard teams.

    While I was tackling these problems, I tried to keep one principle in mind while proposing changes in a traditionally engineering-led startup with constantly shifting priorities.

    You have to find ways to iteratively and holistically improve the product's design and user experience, keeping the long-term goals in mind while also meeting the goals of the business in the short-term.

    With that mindset and with constant iteration, this is what Vidyard is starting to look like today!

    Vidyard 2020 library
    The new video library, with a more focused video-first experience. No more players!
    Vidyard 2020 player page
    No more multi-layered navigation. It's now a single page based on realistic user workflows, and with more informative and interactive states.
    Vidyard 2020 partner app
    A more modern and useable Partner App that HubSpot, Marketo, and Outreach all integrate with and readily share with their users.
    Vidyard 2020 chrome extension
    Many of the interaction issues have been fixed, but the UI hasn't been updated. This is what it would like once the extension is updated to the latest design system standards. Every UX fix incrementally increased the monthly active user count.

    Simplification pays off

    The products that I worked on have all iteratively improved Vidyard's user experience while also increasing the viability of the business. They have demonstrated a 4x increase in monthly active users and have higher activation and retention rates than Vidyard's previous releases. Customers of the platform spend 65% less time completing common tasks and became much confident with their actions within the platform. The design system had also scaled to all development teams, and helped set the product quality bar.

    Vidyard was ready for a self-serve freemium product!

    Vidyard Freemium

    As the sole Product Designer on a newly formed team dedicated to shipping a freemium product, I designed and shipped Vidyard's first freemium self-serve offering. Vidyard Freemium launched with a Free and Pro tier and found product-market fit with a new market segment that Vidyard had traditionally underserved. The Pro tier gained a 1000 paying customers within 6 months of launch, and continues to grow. The free tier is actively driving more revenue of Vidyard's commercial plans and is now attributed to 25-30% of all revenue. In fact, it's became a multi-million dollar business unit overnight!

    Read about how the free tier was designed, and check out the Pro press release.

    Vidyard Free

    Designing the Free tier of Vidyard's freemium offering.

    Other work

    I worked on many different projects that were not shared here. I designed the Vidyard iOS App, parts of the Vidyard website, and many prototypes that were never released. While I always felt disappointed with the lack of progress on the iOS app and the prototypes, we had limited time and resources, and we couldn't ship a good experience for all of them. I now see these projects as small steps on a journey to define what Vidyard is going to be and I hope the learnings from these experiments are applied to future projects.

    Acknowledgments

    Between where Vidyard was and where it is today, there were countless iterations, successful and failed releases, and even some nerf gunfights. The work is never complete, but I am proud of the iterative improvements that were made. I also feel extremely grateful for the opportunity to work with such an amazing group of engineers and product managers, none of this would've been possible without them 💚