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Jen serdetchnaia you_tube_2

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Proposing a more inclusive YouTube

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Jen serdetchnaia you_tube_2

  1. 1. Jen Serdetchnaia Service design for a more inclusive YouTube: The next iteration The Difference, OCAD University March 20, 2018
  2. 2. 1 - The Problem
 2 - The Feedback 3 - The Solution 4 - Future Direction INTRO Table of Contents SECTION 00 / 04 3
  3. 3. SECTION 01 / 04 In light of the recent YouTube scandals of channel stars promoting inappropriate content ranging from graphic to racist, how do we create a more inclusive platform with safer, more equitable content while supporting freedom of speech? INTRO The Problem 4
  4. 4. INCENTIVE FOR CHANGE YouTubers depend on several sources to generate revenue for their content, all largely dependent on viewership numbers Source: https://www.highsnobiety.com/2017/03/01/biggest-youtube-scandals/ AdSense Affiliate ads Sponsorship Shopify (storefront redirect) YouTube Partner Program Source: https://www.lifehack.org/articles/money/11-creative-ways-make-money-youtube.html SECTION 01 / 04 5
  5. 5. CHANGE MANAGEMENT VIA BEHAVIOURAL ECONOMICS Inclusion generates more revenue Value proposition for content creators via behavioural economics: The more audience members they include, the larger their audience, the more revenue they will be able to generate. SECTION 01 / 04 6
  6. 6. Acknowledge that some users will be drawn to controversial content—does that need to be addressed? Strongest part of solution is contextual prompts and reminders that appear prior to upload—what else can be delivered contextually in a way that catches user attention? How can the prompts be more personalized? FEEDBACK Concept SECTION 02 / 04 7
  7. 7. If a viewer chooses to prevent their viewing from contributing to the creator’s revenue, they have to provide an explicit reason so that users are not taking advantage of the system and demonitizing YouTube Users should be limited to preventing revenue contribution to a few times per month If a lot of viewers choose to prevent their viewing from contributing revenue for a specific reason, YouTube could investigate Inclusive tools & guidance should be mandatory for any uploader who is making money off the platform (similar sign-off step to Terms & conditions) FEEDBACK Features SECTION 02 / 04 8
  8. 8. 1 - Generally available content 2 - Features for creators 3 - Features for consumers SOLUTION Three-pronged service solution SECTION 03 / 04 9
  9. 9. Exploring solution from three perspectives More detail Conversational AI functionality Recruitment material Creator contract Design elements on contextual prompts Super Downvote feature SOLUTION What’s new SECTION 03 / 04 10
  10. 10. Source: YouTube Creators
  11. 11. 1 - Generally available content THREE-PRONGED SERVICE SOLUTION YouTube’s guidelines and standards for conduct should be apparent and available cross-platform.
  12. 12. Mobile-first design to start by working with constraints 1 1 Replace home page ad with dynamically revolving content for creators 2 Call-out for creators or aspiring creators to get more information 3 Link to conversational AI to ask questions in natural language and log concerns 4 HOME 2 3 5 All users land on the YouTube home page when accessing the service. The home page needs to be well-curated for a general audience of both creators and consumers. This constraint is especially apparent on a mobile screen. Consistent navigation includes a nav item ‘For creators’. Label is more general so as not to exclude users who may not identify with inclusivity or accessibility labels 5 4 NEW! SECTION 03 / 04 13
  13. 13. FOR CREATORS - NAV ITEM ‘For creators’ is a long scrolling page with dynamic content created by YouTube. The content is packaged in the way that people go to YouTube to consume it—via short video. The page is a guide for both current creators to understand the expectations for inclusivity, as well as for viewers to start to understand what they can expect from creators and from the platform. You are a creator. Learn how to include your audience and do more. Introducing new creator tips Involve a larger audience YouTube - 20.3M views - 8 months ago What does hate speech look like on YouTube? Send your message without hate YouTube - 10.2M views - 4 months ago Tolerance & talent How to find more sponsorships YouTube - 20.2M views - 9 months ago Increase traffic through inclusivity How to build broader appeal YouTube - 80.2M views - 11 months ago Interested in becoming a creator? What you need to know before you get started YouTube - 11.3M views - 2 months ago NEW! SECTION 03 / 04 14 Content ideas1 1
  14. 14. User types in message or question (could be a complaint) 1 1 AI acknowledges receipt of feedback.2 AI searches for the available information bot can provide to user. 3 AI provides an option for user to learn more, such as by browsing Top FAQs. 5 CONVERSATIONAL ARTIFICIAL INTELLIGENCE 2 3 Providing a chatbot with artificial intelligence will help all three of viewers, creators and the YouTube organization. The chatbot will be available from the persistent navigation at the top. Viewers will be able to easily log complaints or concerns and receive a personalized response. Creators will be able to clarify FAQ-style questions by using their own natural language for the query. YouTube will be able to automate the low-level creator and viewer relations where the human touch does not provide additional value to a customer, but an immediate response with smart automation does (i.e. to log a complaint, to ask a simple question). ‘Send message’ input field.6 4 Link out to more relevant information.4 5 6 NEW! SECTION 03 / 04 15
  15. 15. 2 - Features for creators THREE-PRONGED SERVICE SOLUTION Creators should be given clear guidelines and contextual prompts on what could be considered hate speech.
  16. 16. CREATOR CONTRACT Once a user registers to become a content creator, they must sign off on the inclusive design principles from the YouTube Studio (content creator platform). The sign-off process is similar to that of signing off on Terms & conditions, where the user is obliged to read and review the importance of being cognizant of the impact of hate speech. The users are referred back to the Creators Portal on the YouTube platform to learn more, and to analytics tools to understand how inclusion translates to views. Charts with views analytics surface connection between inclusion and views. 1 1 NEW! SECTION 03 / 04
  17. 17. CONTEXTUAL PROMPTS BEFORE YOU , ASK: WHO WOULD FIND THIS OFFENSIVE? BEFORE YOU , ASK: WOULD SOMEONE BE SCARED BY THIS? BEFORE YOU , ASK: WHY AM I SHARING THIS? Before you upload, please consider that hateful content will reflect on your online personality, and would cost you in ad revenue and missed sponsorship opportunities. Think before you post. Before you upload, please consider that hateful content will reflect on your online personality, and would cost you in ad revenue and missed sponsorship opportunities. Think before you post. Are you proud of this? UPLOAD CANCEL Varying reminders as the user is about to record Consistent message on upload page A confirmation that asks the user to think about their post before publishing Before you upload, please consider that hateful content will reflect on your online personality, and would cost you in ad revenue and missed sponsorship opportunities. Think before you post. NEW! SECTION 03 / 04 18
  18. 18. 3 - Features for consumers THREE-PRONGED SERVICE SOLUTION Consumers should be given tools and power to provide feedback on content and to keep content creators in check.
  19. 19. DOWNVOTING CONTENT When a user selects to Downvote, if he has Super Downvote options remaining that month, an interstitial will display. If the user does not have Super Downvotes remaining, no interstitial will display. The interstitial will provide the option for the user to Super Downvote if the user has remaining available Super Downvotes that month. The user may provide the reason for their Downvote or Super Downvote. Thanks for letting us know—your Super Downvote has been recorded. The creator will not get revenue from your view. BACK TO YOUTUBE You have 4/5 Super Downvotes remaining this month. Super Downvote confirmed Introducing the ‘Super Downvote’ feature, where a user is allotted a limit of 5 views per month that he may explicitly select not to contribute to the content creator’s revenue. This feature acknowledges that users may be invariably drawn to shock value content, while allowing them not to contribute to the negative cycle. The Super Downvote will not be divided from the regular Downvotes for the general audience, so as to avoid “group think” and potential bullying or ganging up on a creator. The user will be provided the option to give a reason for the Super Downvote, which gives YouTube an opportunity to investigate any video that has too many Super Downvotes. A Super Downvote means your View won’t contribute to the creator’s revenue. You may select the reason you’d like to downvote the content: Would you like to Super Downvote? You have 5/5 Super Downvotes remaining this month. SUPER DOWNVOTE DOWNVOTE CANCEL I’m personally offended I consider this hate speech I find the content graphic I find the content racist Other: Enter your reason When the user confirms, they will be given an update on Super Downvotes remaining that month. NEW! SECTION 03 / 04 20
  20. 20. Collect common use cases for conversations with YouTube Prototype chatbot eTraining to raise awareness of content impact on other people: Sign off before can post Create video content ‘For creators’ Consider cultural nuances FUTURE DIRECTION What’s next? SECTION 04 / 04 21
  21. 21. Appendix
  22. 22. When you deconstruct the problem, the ideas follow. FRAMEWORK #1 Problem decomposition 23
  23. 23. HIGHEST PAID YOUTUBE STARS FOR 2017 Primarily white males under the age of 25 1 — Daniel Middleton ($16.5 mil) 2 — Evan Fong ($15.5 mil) 3 — Dude Perfect ($14 mil) 4 — Logan Paul ($12.5 mil) 4 — Mark Fischbach ($12.5 mil) Source: http://www.businessinsider.com/highest-paid-youtube-stars-2017-12#no-2-evan-fong-vanossgaming-155-million-9
  24. 24. HIGHEST PAID YOUTUBE STARS FOR 2017 Primarily white males under the age of 25 6 — PewDiePie ($12 mil) 7 — Jake Paul ($11.5 mil) 8 — Smosh ($11 mil) 8 — RyanToysReview ($11 mil) 10 — Lilly Singh ($10.5 mil) Source: http://www.businessinsider.com/highest-paid-youtube-stars-2017-12#no-2-evan-fong-vanossgaming-155-million-9
  25. 25. TOP SCANDALS OF 2017 Irresponsible content Source: https://www.highsnobiety.com/2017/03/01/biggest-youtube-scandals/ #4 Logan Paul posts video of suicide victim in a Japanese forest #6 PewDiePie makes anti-semitic comments #7 Jake Paul wreaks havoc with police and neighbours TMarTN promotes own gambling website to teens without disclosing ownership Sam Pepper posts videos with pranks that involve harassment and fake murder scenes YouTubers hurt in stunts with materials from gun to duct tape GamerGate targets female content creators Source: https://www.thedailybeast.com/youtuber-jake-paul-builds-a-multimillion-dollar-empirewith-the-help-of-thousands-of-tween-fans Source: http://www.vulture.com/2017/12/youtube-drama-2017-jake-paul-pewdiepie-adpocalypse.html
  26. 26. THE SOURCE OF THE PROBLEM Why is this happening? Source: https://www.highsnobiety.com/2017/03/01/biggest-youtube-scandals/ With the top YouTube stars being predominantly male, white and under the age of 25, is the lack of diversity in popular creators part of the problem? Such is the catch-22 of user-generated content and freedom of expression.  27
  27. 27. CURRENT STATE POLICY YouTube YouTube’s current content monitoring depends on people to report content. YouTube has some content moderators reviewing the content. 28
  28. 28. Across the board, these organizations leave it to the users who are hurt or offended by content they see, or by the content creators who are targets of hateful or offending commentary, to come forward and report the content or to file a complaint. These organizations emphasize the protection of free speech without recognizing the factors, like lack of diversity in creators, that can lead to hateful opinions. At the same time, they put the responsibility for taking action on the victims. CURRENT STATE POLICY Twitch, Instagram, Facebook, Medium, Twitter 29
  29. 29. THE SOLUTION How can we create change? Source: https://www.highsnobiety.com/2017/03/01/biggest-youtube-scandals/ What if? YouTube empowered a greater diversity of content creators via targeted promotion and partnership programs. Viewers had better tools and a better system to filter and report content. Content creators were incentivized to use toolkits and guidelines.  30
  30. 30. Current upload experience is one simple step. CURRENT UX Upload is easy and thoughtless 31
  31. 31. Trading off simplicity for more inclusive content from content creators. FRAMEWORK #2 Trade-offs 32
  32. 32. AirBnb traded off booking simplicity for an extra confirmation step that helps to reduce booking rejection and ultimately reduce customer frustration. AIRBNB EXAMPLE AirBnb traded simplicity to reduce rate of booking rejection Source: AirBnB 33
  33. 33. DESIGN GUIDELINE #1 Focus on the user, not on labels Emphasize the value for creators, not the focus on accessibility: Some users intrinsically ignore accessibility guidelines as they don’t identify with the label. The best way to show them that accessibility is for everyone is by targeting them with content that applies to them, from the section label to the titles of the content modules. Add a main navigation tab for content creators to get more information Designs should be mobile-first as content creators are increasingly posting on the go. That which works with the constraints of mobile will also help to prioritize the desktop page. For creators You are a creator. Learn how to include your audience and do more. Introducing new creator tips Involve a larger audience Replace landing page ad with an ad for information for content creators and how more inclusive content can influence their revenue generation Designs should be mobile-first as content creators are increasingly posting on the go. That which works with the constraints of mobile will also help to prioritize the desktop page. Add a main navigation tab for content creators to get more information 34
  34. 34. DESIGN GUIDELINE #2 Create in the format the users appreciate YouTube content creators create in video. Provide the guidelines to them in video format. You are a creator. Learn how to include your audience and do more. Introducing new creator tips Involve a larger audience What does hate speech look like on YouTube? Send your message without hate Tolerance & talent How to find more sponsorships Increase traffic through inclusivity How to build broader appeal User can scroll through or search for a video to help them tailor their content to a wider audience, eliminate hate speech, and thus generate more revenue. 35
  35. 35. DESIGN GUIDELINE #3 Immediate ecosystem Instead of putting creator guidelines on a separate YouTube Partner Program platform in text form, the guidelines should be available immediately where most of the creators are found—on YouTube. 36
  36. 36. DESIGN GUIDELINE #4 Contextual reminders While having a section where creators know they can find the content is important, there should also be contextual cues when the creators are in the process of shooting and posting the content. 37
  37. 37. DESIGN GUIDELINE #4 Contextual reminders BEFORE YOU , ASK: WHO WOULD FIND THIS OFFENSIVE? BEFORE YOU , ASK: WOULD SOMEONE BE SCARED BY THIS? BEFORE YOU , ASK: WHY AM I SHARING THIS? Before you upload, please consider that hateful content will reflect on your online personality, and would cost you in ad revenue and missed sponsorship opportunities. Think before you post. Before you upload, please consider that hateful content will reflect on your online personality, and would cost you in ad revenue and missed sponsorship opportunities. Think before you post. Are you proud of this? UPLOAD CANCEL Varying reminders as the user is about to record Consistent message on upload page A confirmation that asks the user to think about their post 38
  38. 38. FUTURE WORK Explore other aspects of the program Prototype new user tools to filter and report content (i.e. user can view content but can choose not to contribute revenue via click, putting less burden on the user) Prototype new recruitment program for content creators 39

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