Koki Sasagawa, Stephanie Afshar, Rugved Arte, Visakan Jayakumar, Yuan Li
User Interviews, Comparative Analysis, Literature Review, Surveys, Online Reviews, Affinity Mapping, Usability Testing
YouTube Creator Studio is a sub-product of the online video platform, YouTube, that enables users, also known as “creators”, create and share content as well as manage their channels.
Explore possible opportunities for Youtube Creator Studio, understand how users interact with it and their motivations towards creating content .
Our target audience was content creators between the age of 18-30 which was further categorized as Novice Creators (<1k subscribers) and Emerging Creators (1k - 100k subscribers).
To understand user's behavior and attitude, we first analyzed the system and then conducted the research in 2 major phases and 6 design research methods.
Goal: get an overview of the product and understand the functionality of the current product.
We created an interaction map to get an overview of the product and understand the functionality. The interaction map led us to discover the current system interactions with Creator Studio Classic and Creator Studio Beta and how both the versions are still linked to each other.
Goal: understand user needs, behavior and attitude towards youtube creator studio and motivation for content creation.
We conducted 7 user interviews with 3 novice users and 4 emerging creators. The goals of the interviews were to understand creators’ habits as well as the perceived limitations of the product. The interviews lasted 35-70 mins and was followed by interpretation sessions and affinity diagramming.
Goal: understand where YouTube stands with respect to content creation and sharing relative to other platforms.
Gathering insights from the interviews, we conducted a comparative analysis considering 7 competitors from 5 different categories to understand the market scenario. We judged the competitors based on types of content shared and the tools provided. We created a feature matrix to compare different competitors and reach the conclusion.
We found that youtube lay in the middle of the content creation - social ecosystem. It provided less flexibility than its competitors as a content creator platform or a social platform.
Goal: explore more about how users collaborate while creating content.
We conducted 2 surveys to understand how Creators collaborate and coordinate co-creation and what platforms and tools do creators use to collaborate on.
The responses from the surveys validated our findings from the interviews. We found that 79% of creators who do not collaborate attribute this to the difficulty of initiating collaboration. Also, content creators and used other applications to reach out to viewers and other creators.
50% participants felt collaboration is difficult on youtube and 86% wanted to collaborate.
Goal: identify issues with the user interface.
We conducted a total of 5 heuristic evaluations, where each member of our team tested the Beta version based on Nielsen’s 10 heuristics measurements and rated them to identify potential usability issues.
Navigation, Metaphor and Feedback received the most severity ratings making them as major areas of usability issues.
Goal: identify major usability problems within the application.
We conducted 5 usability tests by recruiting participants from two groups: novice creators, users who were not very familiar with the platform but had uploaded videos in the past, and experienced creators, user who have a lot of experience using Creator Studio classic version. All participants were between the ages of 19-30.
We centered the tasks around issues that were uncovered through the heuristic evaluation. The following were the findings and recommendations from the Usability tests,
Findings and recommendations