YouTube UX
Teardown
YouTube UX
Teardown
YouTube UX
Teardown
YouTube UX
Teardown
How to Balance Stakeholder Needs &
Implementing GenAI
How to Balance Stakeholder Needs &
Implementing GenAI
How to Balance Stakeholder Needs &
Implementing GenAI
Role
Role
UX Researcher
& Designer
UX Researcher
& Designer
UX Researcher
& Designer
Tools
Tools
Figma
Figma
Time
Time
1 week
1 week
tl;dr:
tl;dr:
Identified how YouTube
caters to the conflicting
interests of it's stakeholders:
Identified how YouTube
caters to the conflicting
interests of it's stakeholders:
Identified how YouTube
caters to the conflicting
interests of it's
stakeholders:
Identified how
YouTube caters
to the conflicting
interests of it's
stakeholders:
Direct
Direct
Direct
Viewers
Creators
Advertisers
Viewers
Creators
Advertisers
Indirect
Indirect
Indirect
Society
Law
Society
Law
Critiqued GenAI
implementation
by YouTube within
it's ecosystem
Critiqued GenAI
implementation
by YouTube within
it's ecosystem
Critiqued GenAI
implementation
by YouTube within
it's ecosystem
Who are the Stakeholders?
Who are the
Stakeholders?
Who are the
Stakeholders?
Viewers
Viewers
Primary consumers of YouTube's
streaming services who want
a smooth experience
Primary consumers of YouTube's
streaming services who want
a smooth experience
Creators
Creators
Suppliers of the YouTube
ecosystem who use it for
expression and income
Suppliers of the YouTube
ecosystem who use it for
expression and income
Advertisors
Advertisors
Primary customers of YouTube's
advertisement services who
want brand exposure
Primary customers of YouTube's
advertisement services who
want brand exposure
Society
Society
Global scale of YouTube
influences cultural trends,
public opinion and vice-versa
Global scale of YouTube
influences cultural trends,
public opinion and vice-versa
Government
& Regulatory Bodies
Government
& Regulatory Bodies
International presence mandates
YouTube to follow the rules and
regulations of the country
International presence mandates
YouTube to follow the rules and
regulations of the country
Viewers
Primary consumers of YouTube's
streaming services who want
a smooth experience
Creators
Suppliers of the YouTube
ecosystem who use it for
expression and income
Advertisors
Primary customers of YouTube's
advertisement services who
want brand exposure
Society
Global scale of YouTube
influences cultural trends,
public opinion and vice-versa
Government
& Regulatory Bodies
International presence mandates
YouTube to follow the rules and
regulations of the country
Conflicting Interest 1
Ad Placement, Frequency
& Control
Conflicting Interest 1
Ad Placement, Frequency & Control
Ad Placement, Frequency & Control
Conflicting Interest 1
Ad Placement, Frequency & Control
Viewers
Viewers
Want a smooth
streaming experience
without interruptions
Want a smooth
streaming experience
without interruptions
Advertisers
Advertisers
Want to maximize the
screen time of ads for
maximum visibility
Want to maximize the
screen time of ads for
maximum visibility
Design Implication
Design Implication
The wants are balanced by displaying ads within high engagement
flows while giving reasonable control to the viewer
The wants are balanced by displaying
ads within high engagement flows while
giving reasonable control to the viewer
The wants are balanced by displaying ads within high
engagement flows while giving reasonable control
to the viewer
The wants are balanced by displaying
ads within high engagement flows while
giving reasonable control to the viewer
The feed is not immediately populated,
instead, viewers are asked to search to
build a feed with personalized taste and
for targeted ads
The feed is not immediately populated,
instead, viewers are asked to search to
build a feed with personalized taste and
for targeted ads
The feed is not immediately populated, instead, viewers are asked to search to build a feed with personalized taste and for targeted ads
In-Feed Ads ensure engagement utilizing browsing flows
In-Feed Ads ensure engagement
utilizing browsing flows
In-Feed Ads ensure engagement utilizing browsing flows
Ads are placed before a video
starts playing to utilize the
central motivation of viewers
Ads are placed before a video
starts playing to utilize the
central motivation of viewers
Progress bar mental model
provides quick visual feedback
on the ad duration left
Sponsor label
helps preserves
transparency
Yellow colored progress bar
immediately indicates to the
viewer that an ad is being played
preventing misidentification of an
and the desired video content
Skip Add button mental
model gives control to
the viewer to skip
watching an entire ad
they find irrelevant
Conflicting Interest 2
Quality of Content
Conflicting Interest 2
Quality of Content
Conflicting Interest 2
Quality of Content
Creators
Creators
Want a wide reach which can
incentivize use of shocking or
misleading content
Want a wide reach which can
incentivize use of shocking or
misleading content
Society &
Regulatory Bodies
Society &
Regulatory Bodies
Want to minimize misinformation
and protect citizens from harm
Want to minimize misinformation
and protect citizens from harm
Design Implication
Design Implication
Youtube uses algorithms to ensure content follows its
guidelines. For viewer UX, clear labels and reporting
tools ensure further enforcement and agency
Youtube uses algorithms to ensure content follows its guidelines. For viewer UX, clear labels and reporting tools ensure further enforcement and agency
Youtube uses algorithms to ensure
content follows its guidelines. For viewer
UX, clear labels and reporting tools ensure
further enforcement and agency
Before the upload:
Creator "Made for Kids" Self Report
Community Guideline and Copyright Scan
Before the upload:
Creator "Made for Kids" Self Report
Community Guideline and Copyright Scan
Like and dislike buttons & reporting helps
guide the algorithm and take direct action
Like and dislike buttons & reporting helps
guide the algorithm and take direct action
Like and dislike buttons & reporting helps guide the algorithm and take direct action
Clear labels under the title of the video provide
context & affiliation and qualifications of the creator
Clear labels under the title of the video
provide context & affiliation and
qualifications of the creator
Clear labels under the title of the video provide
context & affiliation and qualifications of the creator
Clear labels under the title of the video provide context & affiliation and qualifications of the creator
Gen AI Integration
Gen AI Integration
Gen AI Integration
Ask YouTube
Search Assistance
Ask YouTube
Search Assistance
Ask YouTube
Search Assistance
Ask YouTube button was added in a familiar place
wthin an already existing search flow viewres are
familiar with imprioving discoverarability
Ask YouTube button was added in a familiar place within an already existing search flow viewers are familiar with improving discoverability
Ask YouTube button was added in a familiar place
wthin an already existing search flow viewres are
familiar with imprioving discoverarability
The interface is built with a familiar GenAI layout
in mind with a type box at the bottom and results
at the top & suggestions help reduce cognitive load
The interface is built with a familiar GenAI layout
in mind with a type box at the bottom and results
at the top & suggestions help reduce cognitive load
The interface is built with a familiar GenAI layout in mind with a type box at the bottom and results at the top & suggestions help reduce cognitive load
Search animations provides feedback on
loading improving trust and reducing drop-off
Search animations provides feedback on
loading improving trust and reducing drop-off
Results have a description for quick summary
and videos categorized by relevant topics for
quick selection
Results have a description for quick summary
and videos categorized by relevant topics for
quick selection
Ask Video
Questions in Video's Context
Ask Video
Questions in Video's Context
Ask Video
Questions in Video's Context
The button is placed in a high traffic/visibility
position for high discoverability
The button is placed in a high traffic/visibility
position for high discoverability
The button is placed in a high traffic/visibility position for high discoverability
The interface has a familiar GenAI layout
with type box at the bottom and results
on top with contextual and widely used
suggestion to start
The interface has a familiar GenAI layout
with type box at the bottom and results
on top with contextual and widely used
suggestion to start
The interface has a familiar GenAI layout with type box at the bottom and results on top with contextual and widely used suggestion to start
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NEHRA
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NEHRA
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NEHRA
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HARSHDEEP
NEHRA
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