68% of Vimeo's video views come from mobile devices, with 11% of in-app views and 99% of logged out viewers accessing videos through the mobile web. Last year, Ryan Casey conducted usability tests to improve the mobile web experience. Tests focused on metrics like play count, session duration, and active users, as well as actions like clipping videos, adding videos to playlists, and logging in. Changes like rearranging buttons and simplifying menus saw some success in getting logged out users to take desired actions. Lessons for native apps include removing registration barriers, recognizing short attention spans, and prioritizing exploration, sharing and uploading.

1. Rapid Mobile Testing & Design Experiments

2. Ryan Casey
Senior Mobile Product Designer
@rdrewcasey

7. Which Numbers Matter For Mobile
68%Vimeo Views
are Mobile
11%
In App Views
99%Logged Out
Viewers on
Mobile Web

9. Usability Tests Last Year

10. Lookback.io

11. Short Mobile Web History
2011 20132009 2014 - Present

12. Mobile Web Metrics
What are we trying to solve?
Play count
Session Duration
Active Users
*Upload Count *App Installs

13. Logged out queued actions
Clip Page Watch Later Count in Menu Log in

14. Logged out queued actions
Did it work at all?

15. It Didn’t

16. Clip Page Log in
Shorter Route
Count in Menu

17. Player Experience

18. What we Tried

20. Player Experience & Outro
Did it Work at All?

21. Contextual Outro

22. Learnings for Native Apps
Remove Registration Barrier
Don’t Expect Users to Watch Whole Videos
Give More Videos to Explore
Upload and Share should be Fast and Easy

24. Thank You