Vimeo
Designing Tools for Modern Marketers
Role: Senior Product Designer
Date: 2021
Overview
Vimeo sought to address a major challenge facing business owners and marketers: how to find and convert high-quality leads efficiently. The existing Vimeo tools lacked features for generating qualified leads through video, limiting users’ ability to engage with potential customers. I led the design of a lead generation solution that enabled users to collect customized form submissions directly within Vimeo videos and sync them seamlessly with email platforms.
Challenge
Empower users to capture leads effectively and drive more conversions
Vimeo’s current features didn’t support high-quality lead generation. Business owners needed a way to capture more than just basic information and sync it to their preferred email systems to drive meaningful engagement and conversions.
Discovery
Who’s this for?
Business Owners and Marketers
To help promote their products and services, to drive awareness with potential customers, increase traffic to their website or storefront, and drive conversions.
Creative Professionals
To help promote their products and services, to drive awareness with potential customers, increase traffic to their website or storefront, and drive conversions.
Discovery
Core User Needs
After conducting interviews and user research, three core needs emerged:
Customization
Users needed flexible form fields beyond just name and email. They wanted customizable options to gather relevant data and required fields for better-quality submissions. Branding was also critical; users wanted to integrate their brand’s visual identity, including privacy links to comply with regional requirements.
Integration
Users wanted seamless syncing with their preferred email platforms and the flexibility to add submission data to various mailing lists, both general and campaign-specific.
Analytics
Users expected video engagement metrics to sync with their email marketing platforms. The video completion rate, in particular, was key to identifying qualified leads.
Discovery
Expert Insights
We spoke to marketing experts at Mailchimp and Hubspot. Through those conversations we got a good sense of what else was lacking from Vimeo’s lead generation tools.
“Adding video to your email marketing strategy should be a regular part of your email marketing strategy to help your brand stand out.”
Mailchimp’s senior product marketing manager
“Emails that include video see a 25%+ boost in open rate when compared to emails without video.”
Mailchimp’s senior product marketing manager
Discovery
What’s there now?
Vimeo’s existing email capture only allowed for a viewer’s name and email address to be submitted. Users frequently contacted the support team asking for a way to add additional fields that were relevant to their business. Integrations with popular email platforms was also lacking. Users could only add a single list from a single platform in which to sync all form submission data. The form design itself did not allow for multiple fields, especially when the video player was small. Key visual, customizable elements became hidden when the player reached standard mobile widths.
Discovery
Major Pain-Points
Single-provider sync limitation.
Only one mailing list syncable per form.
Unclear data syncing, leading to confusion and suboptimal user experience.
Solution
Customizable Forms that Connect Seamlessly to Email Platforms
Design
Choose your platform
Users can connect to their email provider, select mailing lists, and sync Vimeo form data directly. This data also exports as a downloadable CSV, allowing users to manage submissions flexibly.
Design
Collect the right information
Flexible form creation allows users to add custom fields and choose which are required. Drag-and-drop functionality makes form organization intuitive. Forms created are platform-agnostic, enabling cross-platform usage.
Design
Multi-Step Form Design
By implementing a multi-step format, we not only improved scalability but also leveraged a design that’s shown to increase conversion rates by up to 52.9%.
Design
Brand Customization
Users can style forms with custom colors, logos, and messages aligned with their brand. A privacy policy link was also added for compliance, particularly important for EU-based users.
Design
Mobile-First Design
We designed these forms with a mobile-first approach, ensuring they work seamlessly across all devices. Vimeo became the first video platform to provide a fully optimized mobile lead generation experience.
Vimeo - Viewer Experience
Vimeo - Accessibility and Customization
Vimeo - Video Engagement
PayPal - Benefits
PayPal - Offers