Videobolt
Context
Company: Videobolt
Timeframe: 2021–2022 (6 days/month)
Role: Product Design Consultant
Note: Published with client’s consent
Videobolt enables people without technical or creative skills to produce marketing videos of high-end production quality. It’s a library of 2,800+ premium After Effects templates that can be customized and branded into a finished video file by filling out a web form.
Mission
The company had secured seed funding on the back of promising traction and commercial pilots with notable companies. A year after the investment, growth was slowing, revenue was unpredictable, and the team was spread thin, unsure which roadmap projects would move the business needle. All of it made the path to Series A unclear.
The executive team brought me on board to improve the product, identify growth opportunities that would lead to a sustainable business, and advise on product strategy.
Contributions
I was responsible for the redesign and consulted the company throughout the pivot process.
Hands-on contributions:
- Designed the brand refresh
- Redesigned the landing pages, marketplace, and user dashboard
- Designed the next-generation video editor concept
- Audited the product across acquisition, retention, and usability
- Carried out SEO keyword analysis, competitor analysis, and customer segmentation research
The conclusions of my research led to a strategic pivot from selling to enterprises toward startups and creator economy prosumers. I worked closely with the executive team on shaping the positioning and value proposition accordingly.
Results
| Avg. SERP position | Impressions | Organic clicks | Average CTR | Bounce rate |
|---|---|---|---|---|
| +33% (improved) | +238% | +276% | +11% | −83% |
Avg. MoM revenue growth rate:
5.04% → 9.95%
Sign-up conversion:
up on every landing page (+11% to +86%)
Subscription conversion:
up to +79% on the best-performing flow
“Natan guided us in identifying and prioritizing issues and helped us set a strategy. We also appreciate the hands-on work he did to redefine our brand image and improve core product functionalities. The project resulted in our organic traffic almost tripling over the period of six months, and we doubled our average month-over-month growth compared to last year.”
— Ugljesa Stojanovic, CTO & Co-founder
Highlights
The original design was entirely in dark mode, which hindered reading and, in turn, conversion. The first impression felt outdated, perhaps even untrustworthy. And since the templates are the heart and soul of Videobolt, their visual richness demanded a consistently neutral stage: the redesign had to put them at center while getting everything else out of the way.
Brand refresh
The new vivid color scheme was mixed for a neon look and optimized for high contrast in both dark and light mode with a single set of values.
Sinter was chosen as the new brand font for its balance between a strong hi-tech character at large sizes and highly functional qualities suited to long-form reading and UI design.
For landing pages, we built a best-practice structural template that uses static sections with content tailored for the use case and dynamic ones featuring the best video templates for that particular job.
The blog received a signature social-card hero format: monochrome photography over the brand gradient, a big text hook, and a break-the-frame effect built to stop a doomscroll.
Marketplace
In addition to redesigning the typology of template categories, we experimented with layout concepts ranging from stock photo libraries to app stores. The aim was a solution that works both for those who know exactly what they’re looking for and those who arrive at a choice by exploring and shortlisting.
Dashboard
Increasing video production volume per user required removing as many points of friction as possible. We redesigned the dashboard as a web file explorer with batch operations and a new project wizard featuring previously used templates.
Video editor app
The redesign aimed to improve intuitiveness with a more familiar layout. The existing sidebar with multiple tabs was split into two side panels, keeping all functionality visible at all times. This would improve feature discoverability, require fewer clicks per action, use large screens to their full extent, and symmetrically center the creative canvas.
Even though the app doesn’t rely on a classic video editing timeline, a thumbnail strip was introduced for easier navigation between scenes and a clearer link to their customization controls.
Most importantly, the design transformed the desktop-only app into a responsive progressive web app (PWA) optimized for tablets and smartphones.