Defining the structural foundation for Vimeo's shift from a video-sharing platform to a comprehensive video solution for businesses.
Vimeo had grown beyond its roots as a video-sharing community. The business was repositioning toward enterprise — offering video hosting, live streaming, and creation tools for companies of every size. But the product experience still felt like it belonged to the old story.
Working with Fantasy Interactive, our team was brought in to realign the platform experience with that shift. My part of it wasn't visual — it was structural. We needed to rethink how users discovered, understood, and adopted Vimeo's expanding suite of tools.
As Senior Experience Designer, I was responsible for translating high-level product strategy into tangible interaction patterns. My work lived at the foundational layer — the wireframes and systems that everything else was built on top of.
I led the lo-fi wireframing effort across the platform, mapping out user flows, page architectures, and content hierarchies for Vimeo's marketing site and product entry points. These wireframes became the shared language between our strategy, design, and engineering teams — the single source of truth before any pixel was pushed.
Vimeo's product surface was expanding fast — new pricing pages, feature comparisons, enterprise landing pages, creator tools. Building each one from scratch wasn't sustainable. I designed and documented a modular content system that gave the team a shared vocabulary of page components.
The system was built around composable content blocks — hero sections, feature grids, comparison tables, testimonial modules, and CTAs that could be mixed and matched without breaking visual consistency. Each module had clear rules for spacing, typography, and responsive behavior, allowing designers and developers to ship new pages quickly without drifting out of the visual language.
The work started with deep alignment sessions with Vimeo's product and marketing teams. We needed to understand who their new audience was — not just individual creators, but marketing teams, event producers, and enterprise video operations. I mapped out user journeys for each segment, identifying where the existing experience created friction or failed to communicate the right value proposition.
From there, I moved into rapid lo-fi wireframing — testing information architectures, page layouts, and navigation patterns at low fidelity so we could iterate quickly. This approach let us fail fast and learn faster, validating structural decisions before committing to high-fidelity design.
The wireframes and system I built became the scaffolding the visual design team worked on top of. My structural decisions set the layout, rhythm and hierarchy the finished product inherited — the visual and brand expression was theirs.
The repositioned platform experience successfully communicated Vimeo's evolution to the market. The modular system I created continued to be used well beyond our engagement, giving Vimeo's internal team the tools to ship new pages and features without rebuilding from scratch each time.
The work attracted a broader business audience and helped Vimeo communicate clearly to enterprise buyers — a critical step in the company's strategic transformation from creator tool to video business platform.