YouTube is a popular online video-sharing platform that enables users to upload, watch, and interact with various videos. It serves as a social media platform centered around entertainment created by its users, offering diverse content from various niches.

As an avid user of YouTube, I couldn't help but ponder what improvements could be made to the platform. While continuously updating its features to enhance the user experience, one overlooked aspect was the exploration of new channels. Despite the vast array of content available on YouTube, my recommendations often consisted of the same channels that I have already watched, or sometimes even featuring videos from years ago. This lack of diversity in my recommendations left me wondering why my exploration felt so limited, with little exposure to fresh and relatable content that aligned with my interests.

Results:
100% direct success navigating new menu (compared with 6.9%)
‍5.7s time taken to find channel filter (compared with 32.8s)

I focused on evaluating the site map of YouTube’s current channel exploration. Taking a closer look at the hierarchy, user flow, visual layout, and more, I got a better idea of where we could make improvements. While doing so, I took some quick notes with ideas, thoughts, and action items to reflect on during the ideation phase.

During the competitor analysis and secondary research phase, I encountered several challenges primarily due to the novelty of the feature addition I was working on. These struggles underscored the need to approach the channel exploration feature from a fresh perspective, relying more on user-centered research and creative ideation to effectively address the market gap. Here are the struggles I faced:

To gain deeper insight into site usage, I conducted a survey of 30 participants and user interviews with 2 youtube users and 2 youtube creators. The goal was to identify user types, understand site usage and pain points, and uncover user desires.

To understand the diverse user base of YouTube, I developed personas to capture their unique needs and pain points. While prioritizing the viewer persona, I also considered the needs of content creators as a secondary persona, as they will be the users customizing the feature for the viewer. Recognizing the importance of both audiences, I aimed to create a solution that addresses their individual requirements and contributes to the platform's content and community.

Using what I have learned from the discovery and user research, I addressed these issues by integrating two easily discoverable and convenient exploration methods into the redesigned user flow.

After analyzing user interactions, it was evident that the Home and Video screens were the most frequently visited. To ensure the new feature was highly visible and accessible, I incorporated the Channel Preview into these two highly visited screens. By seamlessly integrating this new feature into the key screens, resulting in a higher likelihood of user engagement. This integration enhances the overall user experience and encourages users to actively interact with the new feature.

My approach to planning a testing guide for this new feature was unconventional. I devised a plan that involved having users explore their current YouTube site first and then exposing them to the high-fidelity prototype to determine whether they could identify any differences.

There were concerns with the filter's animation and organization, causing confusion among users. To address this, the automatic filter collapse animation was removed in the prototype, and more subcategories were added. Users can narrow their search more efficiently with more specific subcategories, resulting in a more personalized and relevant experience.

This sample showcases the expanded exploration feature's position, placement, and functionality, allowing curious users to browse through creators and their content more effectively.

This case study highlights the importance of user-centered design and thorough testing and feedback in creating a successful feature. I created a design that addressed these concerns while still supporting the platform's revenue generation and content creation goals. By prioritizing users' needs while still considering the platform's goals, we can create a more personalized and engaging experience for all.