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Design Process YouTube

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  • 1. Design Process at YouTube  The road to 2 billion video views per day Hong Qu Twitter: @hqu
  • 2. CONTENTS• Innovation at YouTube• What data do we monitor? What metrics matter?• Nurturing original ideas that differentiate • Design or engineering: which comes first?• User behavior experiments• Localization• Evolution of YouTube 2005 - 2010 2
  • 3. http://www.youtube.com/testtube 3
  • 4. INNOVATION AT YOUTUBE o Who are the users?    Create personas (user modeling)  Why do people making funny videos? (content analysis)  Why do people share videos? (social capital)  Talk to customers all the time (informal feedback) o Automated key metrics updates o Productdirection driven by qualitative/quantitative user feedback o Everyone feels a sense of ownership 4
  • 5. DESIGN INSPIRATION Think like a game designer Formulate strategy at the systems level (e.g. metaphors, game mechanics) Understand user’s goals motivations incentives Harness interplay between user segmentsUnpack user behavior the way an anthropologist or sociologist studies social practices 5
  • 6. LEAN YOUTUBEFocus on whats working o Throw engineers at features that users want o Don’t get bogged down by non-performing features (If users don’t even notice the bug, they don’t use it.)Everyone owns the entire site o No QA testers •Release minor updates every week Fixing bugs in your sleep o •Release feature upgrades every month •Launch site redesign every yearDetermine what users care about => Focus => Simplify => Focus more => Simplify more 6
  • 7. 7
  • 8. QUANTITATIVE DESIGNYouTube’s rapid growth has generated a lot of data,enabling us to take a systematic and quantitativeapproach to design.http://www.flowtown.com/blog/the-state-of-youtube 8
  • 9. HEATMAPShttp://www.snap2objects.com/2008/10/17/is-your-website-ready-for-the-5-seconds-attention-span-challenge/ 9
  • 10. USER BEHAVIOR TESTINGA/B testing quickly devolves into Model user types and theiran arms race for attention on behaviorsthe page Goal and task analysisBucket testing helps reveal Conduct usability and eyetrackingcausality studies Strategic design thinking at theMultivariate factor analysis is systems levelscientifichttp://en.wikipedia.org/wiki/Multivariate_testingHow to determine what users wantTriangulate by combining qualitative data from eyetracking and usabilityresearch with quantitative data from statistical log analysis and experiments 10
  • 11. METRICS FOR UPLOADERS 11
  • 12. LOCALIZATION 12
  • 13. YouTube makes it easy to share via local social networks 13
  • 14. AUDIENCE EXERCISE‣ Please sketch the YouTube homepage from your memory 14
  • 15. 2005 15
  • 16. 2006 16
  • 17. 2007 17
  • 18. 2008 18
  • 19. 2008 (PREVIEW) 19
  • 20. 2009 20
  • 21. 2010 21
  • 22. SUMMARYo Who are the users?    Segment users by creating personas (user modeling)o Identify and automated tracking of key metricso Product direction driven by qualitative/quantitative user feedback and log datao Throw resources at features that drive overall usageo simplify, simplify, and simplify even more
  • 23. thank you!Questions? Hong Qu Twitter: @hqu 23
  • 24. HTTP://WWW.YOUTUBE.COM/WATCH?V=3VSWREBRFEG 24

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