YouTube Shopping
Led two projects centered on both tactical and long-term strategies for YouTube Shopping, collaborating with cross-functional teams, conducting research on the competitive landscape, establishing data-driven design strategies, and fostering creativity for engaging experiences for viewers and creators. Successfully inspired senior stakeholders and delivered feasible, practical design solutions that aligned with the design system.
Contribution
research ✺ concept design ✺ validation ✺ delivery
Team
1 product designer (me) ✺ 1 senior product designer (manager) ✺ 1 senior visual designer ✺ YouTube Shopping design, product, and research team
Duration
13 weeks (June - September 2023)
Impact
Launched several entry points for YouTube Shopping
Filled in critical gaps on user behavior and perception
Influenced product road map with ideas and design strategies
Overview
During my time at YouTube, I contributed to two key projects that significantly shaped the future of YouTube Shopping from a UX perspective.
The first project focused on tactical strategies, diving deep into uncovering user’s shopping behaviors and perception on the product. I designed multiple strategic options, went through multiple rounds of design reviews, tested them with real users, and iterated based on data to meet immediate needs and enhance the overall shopping experience.
The second project centered on a scalable, long-term vision, identifying seamless touchpoints within the YouTube ecosystem to integrate shopping features in a natural and enjoyable way. By leveraging diverse design approaches and collaborating with cross-functional teams, the final outcome delivered practical, creative, and scalable solutions that empower creators. The design surfaced creator stores and products in a seamless, delightful, and engaging manner, enhancing the creator economy through YouTube Shopping.
These projects are under strict NDA, so I can only share the parts that are publicly launched. If you want more details, call me for an interview or drop me an email.
Are you a Googler? Here’s the go/link.
Challenge for design outcome in this case study
For creators and brands selling their own products (First Party products), we faced the challenge of identifying optimal surfaces to maximize the visibility of their stores and products across YouTube. Our goal was to support product sales while ensuring that the strategies aligned with YouTube’s design system and brand guidelines, preserving the platform’s core values. Additionally, it was crucial to maintain a sense of authenticity, clearly distinguishing YouTube Shopping products from traditional ads, so viewers, fans, and customers could easily perceive the difference.
Outcomes that are publicly launched
Approach
The following graph illustrates the overall design approach. The design process was a collaborative effort involving the product, engineering, and design teams within YouTube Shopping, along with other teams responsible for various features and surfaces across YouTube.
Highlights
Feasible and Aligned Design
Designed solutions that aligned with YouTube’s design system and core values, balancing creative innovation with technical feasibility.
Cross-Functional Collaboration
Strengthened collaboration across product, research, visual design, and engineering teams, ensuring alignment between user needs and stakeholder objectives.
Scalable strategy & design systems
Developed scalable design strategies that addressed both immediate needs and long-term growth, ensuring sustainable impact for YouTube Shopping.
User-Centered, Data-Driven Design
Created high-fidelity prototypes for realistic user testing, refining the final design based on accurate, data-driven insights.