Videobolt

By: Natan Nikolic

In: Portfolio

4 min read

14 Aug 2025

Product strategy pivot and redesign of a video creation app with a template marketplace. We increased organic traffic by 276% and doubled MoM revenue growth in 6 months.

Company: Videobolt
Timeframe: 2021 - 2022
Role: Product advisor (6 days/month)

Context

Videobolt enables people without technical or creative skills to produce marketing videos with high production quality. It’s a library of 2800+ premium After Effects templates that can be customised and branded by filling a web form.

Objective

The company had previously secured seed funding on the back of promising traction and commercial pilots with notable companies. A year after the investment, the growth rate had started slowing down, the revenue was unpredictable, and the team was spread thin unsure which roadmap projects would move the business needle. All making the path to Series A unclear.

The executive team brought me on board as an advisor to hone the strategy, improve the product, and identify growth opportunities that would lead to a sustainable business.

Output

I worked closely with the executive team on defining points of the pivot and produced deliverables concerning the following areas. (Details subject to NDA.)

Research & Diagnostics

Market research and competitor analysis
Customer segmentation and personas
SEO keyword analysis
Product audit (acquisition, retention, pricing, usability, performance, SWOT analysis, etc.)

Strategy & Growth

Bridging executive team’s product vision and market demand
Identifying product-led growth opportunities
Re-articulating positioning and value proposition
Defining product and content strategy
Prioritising projects into a short-term and long-term roadmap
Investor pitch deck production

Redesign & product marketing

Soft rebrand (light theme, typeface, SM graphics, etc.)
Information architecture
Responsive UX+UI design
Concept design for the next generation of the product

Results

	Avg. SERP position	Total impressions	Total Clicks	Avg. CTR	Bounce rate
Before	28.80	, * , ***	* , *	4.40%	23.60%
After	19.20	, * , **	* , * , *	4.90%	4.10%
Difference	-33.33%	238%	276%	11.36%	-82.63%

Avg. MoM growth rate: 5.04% / 9.95% (before/after)

Sign-up conversion lift: 11.25% (min) - 86% (max)

Subscription conversion lift: 79.17% (best case)

"One of the most important challenges for Videobolt in 2021 was to modernize our website design and UI/UX. 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

Templates marketplace and landing pages before the redesign

Dashboard and video editor app before redesign

Sinter by Max Phillips from Signal Type Foundry. Chosen as a brand typeface for its balance between hi-tech character at display sizes and "workhorse" sans-serif versatility.

The platform was already built using Font Awesome icon library which remained in place.

Color system was designed dark mode first with "midnight blue" grayscale and neon colors, both optimized for dual effectiveness in light mode.

Landing pages hero branding with CSS motion graphics branding

Video marketplace category page explorations ranging from "stock library" to "app store" concepts

User dashboard with projects, files, and assets management

Dropbox-like web file browser with list and grid views, and batch operations

Company blog with hero image template optimized for social media post preview and branding through consistent repetition

Video editor app UI optimized for feature discoverability, reduced tab switching, and mobile PWA CSS layout shapeshifting

"Natan was a crucial part of Videobolt.net when we needed him the most, when Videobolt needed to mature and set a clear goal for the future. He was brought as an advisor but helped wherever we needed him. From redesign, market research, SEO keyword analysis to Product Audit. His approach to solving problems, research and structure is something that will always stay with my co-founders and me, and we thank you for that, Natan! Hopefully our paths cross again in the near future!"
— Momcilo Stojkovic, CEO & Co-Founder

Natan Nikolic — Freelance product designer based in London. Before founding about:blank studio, he was VP of Product at Celtra, and helped European entrepreneurs built startups 0-1.