Project: Invites
Year: 2020–2021
Role: UX designer x YouTube TV
Year: 2020–2021
Role: UX designer x YouTube TV
Created a multiplatform system that allows YTV members to easily invite friends to join YouTube TV.
Goal
Allow YTV members to easily invite friends to join YouTube TV
*Sender receives a reward if their recipients become paid starts
*Recipients receive a special offer in addition to any free trials that exist normally
Allow YTV members to easily invite friends to join YouTube TV
*Sender receives a reward if their recipients become paid starts
*Recipients receive a special offer in addition to any free trials that exist normally
User needs
>60% of YTV subscribers claim to be "promoters" of the service – highly likely to recommend to friends. Another 20% are very likely (7-8 out of 10). However, we have no incentive today for them to do so.
>60% of YTV subscribers claim to be "promoters" of the service – highly likely to recommend to friends. Another 20% are very likely (7-8 out of 10). However, we have no incentive today for them to do so.
Design principles
*Scalable — Web designs that scales well to mobile. Create designs that will work with other rewards / future features
*Clear — Have instructions & limitations that are clear and easy to understand while including all the legal copy required
*Intuitive —Make it easy to send, receive invites and see reward progress
*Scalable — Web designs that scales well to mobile. Create designs that will work with other rewards / future features
*Clear — Have instructions & limitations that are clear and easy to understand while including all the legal copy required
*Intuitive —Make it easy to send, receive invites and see reward progress
Challenges
*Creating a design system that is scalable for all three platforms (mobile, web, TV)
*Creating complex designs that combine instructions, education and new actions like sharing a code while trying to use existing components
*Fitting a complex flow into a simple page
*Include the necessary and legal information in the right spots
*Creating a design system that is scalable for all three platforms (mobile, web, TV)
*Creating complex designs that combine instructions, education and new actions like sharing a code while trying to use existing components
*Fitting a complex flow into a simple page
*Include the necessary and legal information in the right spots
Impact [cumulative summary]
*19,744 trial starts
*87.36% trial retention rate
*19,744 trial starts
*87.36% trial retention rate
Team
PM – Stephanie Leung
Eng – Yeonjae Park (mobile)
Patrick Chapman (web)
UXW – Andrea Alabastro
Other partners — Legal, Commerce
PM – Stephanie Leung
Eng – Yeonjae Park (mobile)
Patrick Chapman (web)
UXW – Andrea Alabastro
Other partners — Legal, Commerce
Project: Live guide refresh [v1]
Year: 2021–2022
Role: UX designer
Year: 2021–2022
Role: UX designer
Full redesign of YouTube TVs Live guide/EPG on the TV platform.
Goal
Design a live guide that is visually clean and appealing while meeting top user needs and tasks. Accomodate for searching through 100+ networks.
Design a live guide that is visually clean and appealing while meeting top user needs and tasks. Accomodate for searching through 100+ networks.
Top user needs [based on UXR]
*The ability to scroll horizontally to see future programs
*Additional show information available with an extra click or on selection
*Seeing a lot of information with a quick glance at the screen
*An efficient use of space, with rows and columns visible without navigating
*The ability to scroll horizontally to see future programs
*Additional show information available with an extra click or on selection
*Seeing a lot of information with a quick glance at the screen
*An efficient use of space, with rows and columns visible without navigating
Pain points
*Outdated & cluttered UI
*Difficulty scrolling ahead and down
*Limited information & quick actions
*Not enough information at glance
*Outdated & cluttered UI
*Difficulty scrolling ahead and down
*Limited information & quick actions
*Not enough information at glance
Challenges
*Live guide is a heavily used page [represents ~45% of watch time] therefore this redesign is very high impact
*The guide hasn’t been redesigned in a really long time, therefore there is plenty of feedback from engineers, pms & the design team
* There are many edge cases, content types, past and upcoming projects the new guide has to account for
*Live guide is a heavily used page [represents ~45% of watch time] therefore this redesign is very high impact
*The guide hasn’t been redesigned in a really long time, therefore there is plenty of feedback from engineers, pms & the design team
* There are many edge cases, content types, past and upcoming projects the new guide has to account for
Preserve the EPG while unlocking more discovery
↳ Improved navigation through 100+ channels
↳ Improved re-ordering
↳ Introducing p13n, ensuring EPG is predictable
↳ Improved navigation through 100+ channels
↳ Improved re-ordering
↳ Introducing p13n, ensuring EPG is predictable
Design for efficiency
and simplicity
↳ Focused highlighted state for more metadata
↳ Secondary actions (e.g. Add to Library)
↳ Less repetition of text
and simplicity
↳ Focused highlighted state for more metadata
↳ Secondary actions (e.g. Add to Library)
↳ Less repetition of text
Create a guide that
flexes for upsell and non-live
↳ Improved support for non-24/7 channels
↳ Live upsell for new networks
flexes for upsell and non-live
↳ Improved support for non-24/7 channels
↳ Live upsell for new networks
Design decisions
*Made the guide more compact & scannable, removed repetitive information
*Used the extra space on top for a recommendations shelf and for extra details about the focused cards
*Included a visual indication for things that are in users library (is recording)
*Created faster navigation by including press + hold interaction that gradually gets faster
*Made sure the back button takes you to the right places (beginning of a shelf > top of the guide > navigation)
*Added more ordering options like most watched and A to Z
Impact
*1.9% reduction in paid churn after launching 90%
*Users are 3% more satisfied with the new experience (HaTS survey)
*Presented designs & findings at Google TV workshop
*1.9% reduction in paid churn after launching 90%
*Users are 3% more satisfied with the new experience (HaTS survey)
*Presented designs & findings at Google TV workshop
Team
PM – Kathryn Cochrane
Eng – Hanfei Sun
Maya Jergusova
UXR – Sophie Amberkar
PM – Kathryn Cochrane
Eng – Hanfei Sun
Maya Jergusova
UXR – Sophie Amberkar
Project: Web player redesign
Year: 2019
Role: UX designer x YouTube TV
Year: 2019
Role: UX designer x YouTube TV
A full redesign of the YouTube TV player on the web platform.
Goal
*Update web player UI to address common user complaints
*Create visual consistency across platforms
*Lay the groundwork for future projects to add functionality to the web player
*Update web player UI to address common user complaints
*Create visual consistency across platforms
*Lay the groundwork for future projects to add functionality to the web player
User pain points/needs
*Many Player controls remain undiscovered
*Users unsure which elements are clickable
*Overlay UI covers too much of the video
*UI breaks when page is scaled down
*Many Player controls remain undiscovered
*Users unsure which elements are clickable
*Overlay UI covers too much of the video
*UI breaks when page is scaled down
Design process
*Rearranged UI with softer edges to cover less of the video and look more modern
*Added tooltips to button icons to inform users about shortcuts and make buttons look more clickable
*Rearranged UI with softer edges to cover less of the video and look more modern
*Added tooltips to button icons to inform users about shortcuts and make buttons look more clickable
*Added breakpoints and miniplayer version in small sizes to make designs scalable
*Brought the UI closer to our TV in order to enable web to include features from TV in the future
Team
PM – Brianne Mirecki
Eng – Cassie Chin & Patrick Chapman
UXD – Ian Silva (prototype)
PM – Brianne Mirecki
Eng – Cassie Chin & Patrick Chapman
UXD – Ian Silva (prototype)
Project: YTUX Writing Identity
Year: 2020
Role: Visual designer x YouTube
Year: 2020
Role: Visual designer x YouTube
Quick identity design project for UX writing team at YouTube
Goal
Creating an identity for the UXW team to use in their files.
Creating an identity for the UXW team to use in their files.
Deliverables
Color palette, logo, illustrations, figma sticker sheet and a deck template.
Color palette, logo, illustrations, figma sticker sheet and a deck template.
Design process
*I used YouTube writing principles document to get inspiration & collected key words like fluid, story-telling, human, clear, informative.
*Colors were selected from the broader YouTube color palette that felt human and clear.
*I used YouTube writing principles document to get inspiration & collected key words like fluid, story-telling, human, clear, informative.
*Colors were selected from the broader YouTube color palette that felt human and clear.
*I used already existing elements & shapes YouTube uses to create compositions that resembles “story-telling” to be used on decks
*The logo uses the YouTube colors & typography with a little hint of what UX writing does
Impact
Sticker sheet was used in multiple figma files and deck template is being used for presentations made by the UX writers
Sticker sheet was used in multiple figma files and deck template is being used for presentations made by the UX writers
Team
UXW partner – Andrea Alabastro
UXW partner – Andrea Alabastro
Project: Museum of Drinks
Year: 2018
Role: Visual Designer
Year: 2018
Role: Visual Designer
Semester-long project on branding and creating a brand manual for an imaginary museum. Museum of Drinks was inspired by unique drinks I saw on my trip to Korea.
Goal
Creating and branding a museum from scratch. Expanding the museum branding to various mediums like print, merch, 3D space & web design.
Creating and branding a museum from scratch. Expanding the museum branding to various mediums like print, merch, 3D space & web design.
This branding is for an experimental drink match making museum. Main inspiration comes from fun drinks/bottles I saw during my visit to Korea. The museum aims to be interactive and entertaining and the brand reflects that with color & shapes.
