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I spent my summer at Google as a user experience design intern πŸ”₯ in 2019.
It was an insightful and fruitful journey, I completed 2 design projects that influence billions of Google's ads revenue. All my projects has been launched within 2020. My focus during this 13-week internship was redesigning youtube tab for Google Insights Finder, an enterprise product for marketing agencies.
πŸ•’ 13 weeks, 2019
πŸ“— Β Internship at Google Ads
🏷️  Enterprise, Marketing, Youtube data
Redesigning a seamless experience to get actionable Youtube insights about the audience's behaviors.
Easy and efficient architecture
All the information a video marketer needs is here, in an efficient and reasonable information architecture.
Insights from various viewpoints
From high-level audience habits, to detailed channelsΒ - you can gain useful and actionable insights from different aspects.
Understandable data metrics
Visualizations and suitable tips that provide quite learnable experience for complex marketing data.
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
The initial challenge πŸ€” of this project is to improve YouTube tab to help users find data insights and achieve their goals.
I had zero knowledge 🀯 about the digital marketing πŸ‘Ύ at that time, so I started my project with a various of questions πŸ’­.
πŸ‘† Hover to explore the initial challenge
Improve YouTube tab to help users find data insights and achieve their goals.
πŸ‘‰πŸ»
What is not ideal for now?
πŸ‘‰πŸ»
Who are our users?
πŸ‘‰πŸ»
What is a good data insight?
πŸ‘‰πŸ»
What are their user needs and goals?
To understand the questions above, I started my research to better understand the problem space as well as our users.
I read through 12 research reports πŸ“– and product docs πŸ“‹, did 6 talks with different stakeholders πŸ™Œ and finished a lot of CUJ meetings and self-study on the ads marketing domain.
πŸ‘‰πŸ»
who are our users and
their goals?
Scott, Digital Strategist
Responsible for the audience profile building and creative contents on clients’ ads.Β 
Christina, Media planner
Key task is to propose the right channels & videos to place ads.
πŸ‘‰πŸ»
what is not ideal for now?
* Previous interfaces
I invited a various stakeholders to critique on the current interfaces. Then I summarized problems into 3 pain points.
πŸ—‚Β Poor information organization
⏱ Inefficient workflows
❇️ Lack of insights
πŸ’­
What is a good data insight?
See design principles -
πŸ—‚ Intuitive
Users should be able to understand the tool quickly and find what they need without too much extra assistance or guidance.
⏱ Easy & Efficient
The tool should be easy to browse without too many clicks and increase their working efficiency to find insights.
❇️ Understandable & Actionable
Solid evidence and actionable content are both necessity to a good insight. The tool should provide both two for users.
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
With a highly iterative process, I created user flows and mocks from low fidelity to high fidelity.
Also, we did a testing with a clickable prototype. With feedback from users as well as stakeholders, I tried to solve the pain points and provide a seamless experience for video marketers.
πŸ—‚Β How to improve poor information organization?
I proposed 2 different design options to present the information.Β 
Option 1: All-in-one feed
Option 2: Separated content groups
We choose option 2 because:
1. Clear navigation to find the exact content.
2. Visually more organized and improve the efficiency.
3. More friendly for media planners in their workflow.
⏱ How to enhance workflow efficiency and experience?
I analyzed current interfaces and workflows, and found that there are 2 key loops that consume most of users' time.
πŸ”„ Loop 1:
User segmentation and make comparison
πŸ”„ Loop 2:
Explore everything about a channel
πŸ”„ Loop 1
User segmentation and make comparison
we introduce user segmentation page for categories and channels, so that users can compare them easily side-by-side.
* Youtube category tab
↓ Click on the comparison CTA
‍* Segmentation page
πŸ”„ Loop 2
Explore everything about a channel
We introduced a preview feature to help users stay within the flow and reduce the clicks required.
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Also, more data metrics are introduced so that users can easily browse and sort the channels with suitable data to improve the channel searching efficiency.
* Video preview
‍* Channel sorting
❇️ How to enable users to gain insights at a glance?
With a lot of iterations, I tried to present all the data in a more intuitive way - to help users gain insights with ease.
πŸ”† Prioritize and visualize the key data
πŸ“ Explain unique data metrics
* See iteration mocks below
πŸ”† Β Solution 1
Prioritize and visualize the key data
Based on our insights from user testing, we try to prioritize and deprioritize the suitable data to accommodate users' preference - and also visualize the key ones to present insights.
* Channel details tab
‍* Youtube category details page
πŸ“ Β Solution 2
Explain unique data metrics
Based on our insights from user testing, we try to prioritize and deprioritize the suitable data to accommodate users' preference - and also visualize the key ones to present insights.
* Youtube category tab
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
YOUTUBE INSIGHTS
With 8 weeks of design, I finished the final design for the Youtube tab. See all interfaces below.
The feedback from the testing was really positive, indicating that users feel the final design could better help them with their marketing experience.
🎯 Results
Google deployed new Youtube tab for Insights Finder and the NPS increased from 35 to 47 in the following quarter.