Reimagining Vimeo for scale, consistency, and AI-powered growth

As VP of Product Design, I led Vimeo’s end-to-end design transformation — aligning 40+ designers, researchers, and content strategists across all product lines: AI, Core, OTT, Monetization, and Enterprise. Our goal was to unify Vimeo’s fragmented ecosystem into a single platform architecture that drives consistency, speed, and innovation across millions of creators and enterprise teams.

• 40+ person global org across design, research, content, and motion
• Full product portfolio: AI, Core, OTT, Enterprise, Monetization
• Partnered with Product, Engineering, and Brand executives to drive unified vision, roadmap alignment, and design excellence
• Defined Vimeo’s design system strategy, UX metrics, and organizational processes for scalable delivery

Vimeo’s product ecosystem had evolved through multiple acquisitions and siloed initiatives. Uploading, Management, and Distribution each had different ownership, design systems, and data models. This fragmentation limited innovation speed and made it impossible to scale emerging AI and enterprise workflows consistently.

I defined a unified UX strategy and restructured the design org around platform journeys. My team introduced a federated design system, governance rituals, and UX metrics that aligned design, product, and engineering around shared outcomes. The new Core framework became the backbone for all future product launches including Vimeo AI, OTT monetization, and enterprise collaboration.

• Simplify core flows to reduce friction
• Introduce clear, consistent navigation across surfaces
• Rebuild sharing and privacy tools around user mental models
• Establish a scalable design system to unify the platform

• Redesigned upload, library, and sharing into a seamless lifecycle for video creation and distribution
• Simplified discovery and management for millions of active users
• Built scalable surfaces for new AI capabilities and B2B workflows
• Enabled consistent UX across every product touchpoint

• +16% lift in bookings after redesigning upload and sharing flows
• +10% increase in subscriptions from distribution
• +5% retention increase (14-day) and higher engagement across watch and management surfaces
• Design velocity scaled company-wide, enabling faster execution across 30+ pods
• Foundation for subsequent launches, such as Vimeo AI

The Core transformation redefined Vimeo’s user experience and internal design culture — establishing a scalable foundation for AI, enterprise growth, and creative innovation across the entire product ecosystem.