Jen serdetchnaia you_tube_2

Jen Serdetchnaia
Service design for a more
inclusive YouTube:
The next iteration
The Difference, OCAD University
March 20, 2018

1 - The Problem 
2 - The Feedback
3 - The Solution
4 - Future Direction
INTRO
Table of Contents
SECTION 00 / 04
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

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

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

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

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

1 - Generally available content
2 - Features for creators
3 - Features for consumers
SOLUTION
Three-pronged service solution
SECTION 03 / 04
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

1 - Generally available content
THREE-PRONGED SERVICE SOLUTION
YouTube’s guidelines and standards for conduct should be apparent
and available cross-platform.

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

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
Tolerance & talent
How to find more sponsorships
Increase traffic through inclusivity
How to build broader appeal
Interested in becoming a creator?
What you need to know before you get started
NEW!
SECTION 03 / 04
14
Content ideas1
1

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

2 - Features for creators
Creators should be given clear guidelines and contextual prompts on
what could be considered hate speech.

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

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.
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
NEW!
SECTION 03 / 04
18

3 - Features for consumers
Consumers should be given tools and power to provide feedback on
content and to keep content creators in check.

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

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

When you deconstruct the problem, the ideas follow.
FRAMEWORK #1
Problem decomposition
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

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

TOP SCANDALS OF 2017
Irresponsible content
#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

THE SOURCE OF THE PROBLEM
Why is this happening?
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

CURRENT STATE POLICY
YouTube
YouTube’s current content monitoring depends on people to
report content. YouTube has some content moderators reviewing
the content.
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

THE SOLUTION
How can we create change?
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

Current upload experience is one simple step.
CURRENT UX
Upload is easy and thoughtless
31

Trading oﬀ simplicity for more inclusive content from content
creators.
FRAMEWORK #2
Trade-oﬀs
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

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.
more.
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

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.
more.
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

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

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

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.
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

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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