I led the end-to-end CX strategy and design of Vimeo’s monetization system. This included defining the UX strategy and designing scalable patterns and system over one-offs.

My operation:

• Framed problems as a revenue system and aligned PM/Design/RevOps/Eng/Data/Support on KPIs & guardrails.
• Shipped patterns, not pages—tokenized components/copymats for safe iteration.
• Closed the loop with causality—Amplitude instrumentation, Eppo A/Bs, weekly readouts → next bets.

Before the redesign, monetization wasn’t a system.

Pricing buried differentiators. Usage limits appeared too early or too late. Paywalls felt punitive and generic. Inconsistent UI patterns slowed experimentation and learning.

The result:

• Pricing paralysis: Exhaustive feature grids → users couldn’t map jobs → plans.
• Surprise limits: Storage/bandwidth/seats/AI credits upgrades were reactive and not proactive, didn't support user's everyday workflow.
• Generic paywalls: Interruptive, unclear why now / what do I get; upgrade paths weren’t plan‑aware.
• Business stakes: Self‑serve ARR/MRR, attach, expansion, support cost, and perceived trust.

We rebuilt Vimeo’s monetization as a single, connected system instead of isolated pricing pages, paywalls, and upsells. The system was designed to scale across teams, support rapid experimentation, and grow revenue without sacrificing user trust.

It centered on three levers:

• Pricing clarity — make value understandable in seconds
• Usage visibility — surface limits early, before they caused friction
• Contextual upsells — offer the right option at the moment of need

This resulted in a reusable monetization framework—pricing, meters, paywalls, and upsell patterns—that propagated consistently across web, mobile, marketing, sales, and lifecycle surfaces, enabling faster learning with less UX drift.

A clear shift from fragmented monetization to a scalable growth engine. Pricing communicated value clearly, usage set expectations early, and contextual upsells met users at the right moment.

• Increased first-time subscriber bookings and expansion revenue
• Improved upsell CTR and add-on attach rates
• Higher annual plan mix without added friction
• Refunds, complaints, and “why am I blocked?” tickets held flat or decreased
• Faster, safer experimentation across teams using shared components and patterns

This project showed how monetization can drive growth without eroding trust. Instead of pushing harder on pricing or upsells, we redesigned the system so users could understand value quickly, see limits early, and upgrade confidently when it made sense.

By treating pricing, usage, and paywalls as a connected system, we removed friction for users and teams. Product teams shipped faster, experiments scaled safely, and learnings propagated across the funnel instead of getting stuck on individual pages and experiences.