Video Acceleration

Despite a growing demand for video content, the platform was primarily perceived as an image-only site. This lack of awareness created a significant barrier for both new and existing customers who were unaware of our video library, products, and editing tools. Without clear visibility and integration of video offerings throughout the site experience, we were failing to capture the video-first market and losing users who sought more comprehensive creative assets.

I paired with a fellow designer to transform the platform from an image-centric site into a video-forward experience. After conducting an expansive discovery phase and ideation workshops, we restructured the site's information hierarchy to elevate video prominence while maintaining brand consistency. When technical constraints required a narrower scope, we pivoted to a data-driven approach, using moderated usability testing to refine video pacing and visual style. This resulted in a strategic A/B/C testing plan for the homepage, focusing on above-the-fold elements to maximize discoverability without impacting site performance.

We successfully launched the video-forward homepage, validating the design through testing that confirmed a significant increase in video awareness without disrupting core site performance. The release drove a gradual rise in video searches and asset views, along with increased pricing page visits from returning users. By maintaining stable bounce and search rates, we proved that elevating video prominence did not alienate our traditional image-seeking base, establishing a proven foundation for the platform's ongoing video strategy and future iterations.