I designed the feature update for upselling video content on Getty Images’ editorial image asset detail page, through research, prototyping, and delivering high-fidelity prototypes to increase users’ awareness of the platform’s editorial video content.
TIMELINE
3 Weeks
TOOL
Figma
ROLE
PROJECT BACKGROUND
Getty Images has been growing its collection of editorial video content, but many users are unaware of its availability. This feature update is part of a broader initiative to increase user awareness of Getty Images’ editorial video content, aiming to enhance visibility and encourage more users to engage with editorial videos.
GOAL
The goal is to develop a solution that showcases video content on the image asset detail page, and measure its impact on user awareness of editorial videos.
Research & analysis overview
To more effectively inform the design process, we wanted to understand:
How effective is the existing image module at recommending users with related content?
What is the current distribution of video assets within the events in our library?
RATIO OF IMAGE AND VIDEO ASSETS IN EACH EVENT IN THE DATABASE
Overall, there are fewer video assets compared to image assets. Of all the events from 2025 stored within Getty Images’ library:
15%
of events contain both images and video
25%
of news and entertainment events contain video
66%
of archive events contain video
INTERACTION RATE OF CURRENT IMAGE RECOMMENDATIONS
To understand the extent that users are interacting with the recommendations currently being provided on the editorial asset detail page, we looked at the interaction rate and download rate of the component during the most recent month.
Note: scroll depth is not being tracked on the platform.
1
“View all” button
Click rate: 2.14%
Download rate: 16.72%
2
Image thumbnails
Click rate: 5.45%
Download rate: 3.16%
POTENTIAL RISKS
Given the data, I raised the potential risks to help the team and stakeholders be better informed moving forwards:
Since the interaction rates of current image recommendations are relatively low, showing video content underneath the main image might not be the most effective strategy to drive video awareness.
Showing video suggestions on the image asset detail page might degrade the search for related images, since users coming to a image detail page might only want to see more related images.
Design explorations
DIRECTIONAL DESIGNS
Before diving into detailed designs, I created 4 high-level design directions to align with stakeholders and the team. The designs account for different states when 1) there are no related images, 2) there is a limited amount of videos, and 3) when there are no videos available to be recommended.
All four designs leverage existing components to accelerate engineering speed while maintaining consistency with the current experience.
Direction 1: Video module
Direction 2: Tab menu switching between image and video
Direction 3: Image and video mixed grid
Direction 4: Video gallery
DETAILED EXPLORATIONS
To account for limited engineering capacity at the time, the team moved forward with the video module direction in favor of speed of development. These are further explorations following the alignment.
1. Video module above images
2. Video module below images
Larger video module next to images
Final experience
An A/B/C test was released on February 4, 2025, comparing two different approaches for showing video recommendations on the asset detail page:
Version A: Aggressive approach, displaying video recommendations above image recommendations.
Version B: Conservative approach, displaying video recommendations below image recommendations.
Version C: Control, the original asset detail page is displayed.
The test is launched to all users globally, impacting all editorial image asset detail pages that contain videos from the same event. The editorial video download and interaction rate will be measured to evaluate the success of the feature.
DESKTOP EXPERIENCE A: VIDEO DISPLAYED ABOVE IMAGE RECOMMENDATIONS
DESKTOP EXPERIENCE B: VIDEO DISPLAYED BELOW IMAGE RECOMMENDATIONS
MOBILE EXPERIENCE
IMPACT
The initial test results show that asset detail pages with video recommendations increased the video view rate by 50% and the video download rate by 70%. While these early results are promising, the team will continue monitoring the test until it reaches statistical significance to gain a more comprehensive understanding of the impact of this feature.
REFLECTION
This project was a great exercise in balancing engineering constraints and speed of delivery with design. If the test proves successful, it would be great to revisit the feature to improve video placement and tailor it dynamically for different screen resolutions, optimizing the experience across devices.