Propulsion is an extension of YouTube platform based on the principles of ''crowdfunding" and will enable individuals, organizations to collect donations in order to "propel" their projects.

1. Design Thinking
YouTube Propulsion

2. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 2
TEAM PROJECT
Fannie MARLEAU
Roxanne GRANGER
Lydie VIEIRA DOS SANTOS

3. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 3
| Design approach
Research
Theory & Analysis
of existing concepts
Ideation
Framework
Design
Specifications
Concept
Wireframes &
Recommandations

4. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 4
FIRST STEP
Research
Ideation

5. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 5
| Three themes of research
1. Crowdfunding
2. Donation
3. Video

6. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 6
CROWDFUNDING
Legend
Theme of research
Meaning
Concept
Benefit
| Theory
participation
collaboration
donation
succeed
goal
idea
promote
project
change
community
validation
help
appreciation
social
vote
funding

7. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 7
Few references
What you are doing with your campaign is
putting your concept up for the world to see
and asking interested people to pledge if
they like it. In essence the crowd is voting
with their dollars, and this provides you
with both funding and valuable concept
validation (YOUNG 2013).
Initial evidence suggests that funders
participate in crowdfunding to engage in a
community (GERBER et al. 2013)
| Theory
CROWDFUNDING
participation
collaboration
donation
succeed
goal
promote
project
change
community
validation
help
appreciation
social
vote
funding
idea

8. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 8
DONATION
Legend
Theme of research
Polysemy & Psychology
Concept
Benefit
| Theory
offering
generosity
hospitality
spontaneity
altruism
beneficence
volunteerism
charity
funding
contribution
help
improve
participation
beholden
relationship exchange
affinity service
product
quality
loyalty
social
free

9. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 9
Few references
Relationships with some of your most
committed backers may develop because
they feel like they are part of your project’s
creation (YOUNG 2013).
Some want to help entrepreneurs, artists,
and other creative types simply to obtain
a copy of the “thing” that is being created
(YOUNG 2013).
Strictly speaking, donation-based
crowdfunding does not require that rewards
be given to those who pledge money
(YOUNG 2013).
| Theory
DONATION
offering
generosity
hospitality
spontaneity
altruism
beneficence
volunteerism
charity
funding
contribution help
improve
participation
beholden
relationship exchange
affinity service
product
quality
loyalty
social
free

10. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 10
VIDEO
Legend
Theme of research
Meaning
Concept
Benefit
media
communication
effective
stimulate
viral
share
promote
influence
popularity
high-quality
sight
hearing
concis
positive
expression
accessible
easy
gestural
human
message
essential
commercialize
sell
proactive
action
emotion
| Theory

11. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 11
Few references
Ultimately, there in lies the power of
video—the ability to effectively share
beliefs and impact audiences worldwide
from the comfort of their homes to the
screens of their smart phones 24 hours
per day, 7 days per week! (TILAND 2014).
The type of frame used to present
information dramatically affects how
people make decisions and judgments,
and is consequently a powerful influencer
of behavior. [...] Use positive frames
to move people to action (e.g., make a
purchase) and negative frames to move
people to inaction (LIDWELL et coll. 2003).
| Theory
VIDEO
media
communication
effective
stimulate
viral
commercialize
share
sell
promote
influence
proactive
action
emotion
popularity
high-quality
sight
hearing
concise
positive
expression
accessible
easy
gestural
human
message
essential

12. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 12
| Analysis of existing concepts
Strengths Weaknesses Opportunities Threats
Method analysis for:
Kickstarter
Rockethub
Indiegogo
Laruche
Ulule

13. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 13
SECOND STEP
Ideation
Research Concept

14. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 14
| Framework
Radical vs Incremental innovation
General problem
Specific problematic
Goals
Types of users
Interests for each part

15. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 15
| Radical vs Incremental innovation
Why YouTube ?
Incremental innovation
Businesses large and small are now using
YouTube because they can easily tap into these
communities and develop their own. YouTube
should play a key role in the marketing outreach
plan for your crowdfunding campaign (YOUNG
2013).
According to Alexa, a major Internet
infometrics company, the YouTube website
receives the second-highest amount of
traffic globally, with an estimated 60 million
unique visitors per month (YOUNG 2013).
YouTube allows a visibility.
YouTube does not allow to realize
a project and make a real contribution.

16. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 16
| Interests for each part
How YouTube benefits? How Users benefit?
Find funding to achieve their project.
Get feedback to validate their ideas.
Develop relationship.
Engage in a community.
Profit margin on successful campaigns.
Ensure quality videos.
New customers.

17. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 17
| Types of users
For example, a creator can also be a backer and a explorer.
BackerCreator Explorer

18. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 18
THIRD STEP
Concept
Ideation Design

19. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 19
| Wireframes

20. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 20
| Recommandations
To optimize performance.
Watching video
Optimized
Guidelines Sharing functionalities
accentuated
Navigation
by interests

21. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 21
FOURTH STEP
Concept
Design

22. © 2016. L. Vieira Dos Santos | MDI | School of design, Laval U. | 22
| Specifications
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Icons by
Dzermi Good
Eliricon
Evan Shuster
Irene Hoffman
Prasad
Sarah JOY
Y
Yu Luck
www.thenounproject.com
Bibliographical references
GERBER, E. M., HUI, J. S. et KUO, P.-Y. (2013). Crowdfunding: Why People Are
Motivated to Post and Fund Projects on Crownfunding Platforms. Creative Action
Lab, Northwestern University, 10 p.
LIDWELL, W., HOLDEN, K., BUTLER, J. (2003). Universal Principles of Design.
Rockport Publishers, Massachusetts, USA, 272 p.
TILAND, R. (2014). The Power Of Video. The Premier Communications Tool Of
Today. [Web document], Forbes, accessed at http://www.forbes.com/sites/
womensmedia/2014/06/22/the-power-of-video-the-premier-communications-
tool-of-today/
YOUNG, T. E. (2012). The Everything Guide to Crowdfunding. Adams Media,
Massachusetts, USA, 288 p.

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Lydie Vieira Dos Santos
UX/UI designer
lydie.vieira.dossantos@gmail.com