Vine

Redefining the creative video experience

Vine Hero

Overview

Back in the summer of 2012, we started a fun internal project (we do a lot of these) to experiment with consumer video technology. After we explored our first idea, the Pillar smart TV app, we realized we had only scratched the surface of possibilities.

There was one big opportunity that we couldn’t stop obsessing over: there weren’t yet any video-sharing platforms that had mastered speedy creation and consumption of mobile videos. Knowing there must be a better way, we jumped right into brainstorming, began building a prototype, and convinced all of our friends to be the guinea pigs of our new experiment.

As we worked on it further, we realized we were on to something really good. Our friends at Twitter thought so too, leading to an acquisition just a few months later.

Our Role

  • Product Innovation
  • UX/UI Design
  • Strategy
  • Branding
  • App Development

Product Design

The Vine Beta: Re-creating the video experience

Our first test of Vine was simply a touch-to-record camera tool with a single progress bar along the top of the screen. The video would auto-save to your camera roll. With the absence of a social feed, we sent A LOT of videos back and forth over text.

Once the core functionality had been developed, we designed an MVP and released it privately to our friends and family.

Touch to Record

Our first test of Vine was simply a touch-to-record camera tool with a single progress bar along the top of the screen.

The next chapter

Vine 1.0 and Twitter

Just before we planned our launch, Twitter asked to acquire Vine and the small team that built it! This gave us the opportunity to apply our learnings from the Beta, and to create a proper brand for the app.

Save to Camera Roll

The video would auto-save to your camera roll. With the absence of a social feed, we sent A LOT of videos back and forth over text.

Just before we planned to launch, Twitter asked to acquire Vine! This gave us the opportunity to apply our learnings from the Beta, create a proper brand for the app, and design a UX for massive scale.

Branding

Creating Vine's visual identity

We kept the name Vine and the core structure of the word mark — with the loop in the V representing the looping video. We chose a green to help the app stand out and align with the name, naturally. We paired Helvetica with a bright color system and iconography style to keep the identity clean, minimal, creative, and playful.

Product Design, Pt. 2

Enter Vine.co

The primary Vine experience was on mobile, but we needed a way for desktop viewers to interact when Vines were shared on a computer. We also included basic search and browse functionality so people could watch at work (remember, this was 2013).

Vine was the first platform post-YouTube that people used to cultivate a following and fame.

Final Stats

200 million active monthly users. 5 Vines tweeted every second. 1.5 billion loops watched daily.

Results

A Huge Cultural Impact

Vine was super fun, super successful, and we all miss it very much. It had major impact on our culture: It was the first platform post-YouTube that people used to cultivate a following and fame.

Existing celebrities used the platform to share a different, quirkier side of themselves, and a bunch of new Vine-stars emerged. And it was a huge platform for people to share comedy, giving previously underrepresented groups a democratized platform to share their personal brand of humor.