Team Report – Video Analytics
Enterprise video content creators want to know: who is watching my videos? How much of my video content are they consuming? Are they consuming what is required or expected of them? The Team Report presents audience-level retention data with clear, easy to understand data visualizations, and equip large teams with a tool to provide and prove video content ROI.
Team Report — Desktop & Mobile
The final Team Report experience delivers audience-level retention data across both desktop and mobile, with clear data visualizations that help enterprise teams understand who is watching their videos, how much they're watching, and what the ROI of their video investment is.
Enterprise users called for "user-level" analytics, insights about how their employees watch company-related content on their account.
During the research and insights phase, it was determined that Vimeo could be capturing more of the enterprise account market, equating to around a $3.5M opportunity.
Conducted product design strategy for Enterprise video analytics to increase Vimeo's analytics most active users by 2%.
Jobs to be Done — Vimeo
Using customer service data from 2022, we determined that 34% of feature requests from Enterprise users called for "user-level" analytics or insights about who watched their content. This was calculated out to be a $3.5M opportunity.
Diving even deeper into the data, half of Enterprise feature requests asked for "Team" analytics, where the "Team" is defined as a company's organization — users want to know more about how their employees watch the company's videos.
Design Process
User interviews informed by business insights
I facilitated user interviews with these Enterprise customers, interviewing them and mapping the users' jobs to be done.
Wireframes
Creating wireframes using Vimeo's design system facilitated collaboration with the Analytics product team. My goal was to illustrate possibilities in a fast way and provide the Product Manager with the information to refine story requirements.
Prototype A/B Testing
I created two prototypes tested in Maze with video content producers and marketers. Prototype B — a sliding page and detail page — performed better, making the data clearer to interact with.
Marketing Upsell
The Team Report provided the opportunity to level-up the upsell messaging to Enterprise users viewing analytics. I proactively initiated conversations with the Growth team, Content Design team, Product Marketing, Content Design, and the Analytics team.
Team Report — Final Deliverable
The final Team Report experience was created for Enterprise video content producers and marketers. It provides clear, easy to understand data visualizations, equips large teams with a tool to provide and prove video content ROI, and opens up upsell opportunities to Enterprise accounts.
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