Product Review: YouTube

In this article, I went into a product review I personally conducted, aiming to understand the challenges users face with the YouTube social media app and explore ways to enhance their overall experience on the platform.

Overview of the Task - #PMChallenge is a 7-day challenge organized by Simply Azodo on Twitter, designed to assist new product managers in applying product management processes to address real-life issues. As a Product Manager, your task is to select a specific product, pinpoint problems, conduct research, and propose ways to leverage the product to improve the user experience. In this challenge, I have chosen YouTube and its messaging features as my focus.

Product Overview – YouTube is a globally renowned video-sharing platform that has revolutionized the way people consume and share content. Launched in 2005, it has evolved into a multifaceted hub for a diverse array of videos, spanning entertainment, education, music, and more. The platform enables users to upload, view, and interact with videos, fostering a vibrant community of content creators and viewers.

Problem Statement:

The absence of an in-app messaging feature on the YouTube app is increasingly posing a challenge for communication and collaboration among viewers and content creators. This deficiency diminishes the overall user experience, making interactions less enjoyable.

Why?

1. limits users’ ability to engage in real-time discussions.

2. Lack of direct communication between viewers and content creators

3. Lack of community building.

Goals:

1. Enhancing User Engagement: The messaging feature aims to deepen user engagement by providing a direct communication channel within the platform. This can lead to increased time spent on the platform and a more interactive user experience.

2. Community Building: The feature is designed to foster a sense of community among YouTube users. Enabling direct communication can strengthen connections between viewers, content creators, and collaborators, enhancing the overall community experience.

3. Facilitating Collaboration: Introducing messaging facilitates smoother collaboration among content creators. It provides a dedicated space for communication, coordination, and potential partnership opportunities, contributing to a more collaborative and innovative content ecosystem.

4. Competitive Edge: As online platforms evolve, providing comprehensive communication features becomes increasingly important. Adding messaging aligns with industry trends and offers a competitive edge by keeping users engaged within the YouTube ecosystem.



User Research:

I conducted a survey to explore how users currently experience the app and gather their thoughts on introducing a real-time, in-app messaging feature. Here, I present the data detailing my findings.

63% will likely continue to use YouTube if an in-app messaging feature is introduced.

63% will likely collaborate with other content creators and viewers on YouTube if a messaging feature were available.

44% of the users face challenges in lack of direct communication.

63% will find value in the introduction of in-app messaging feature.

User Personas:

I developed user personas to portray two distinct groups of YouTube users, and I’m sharing these personas with you.

For viewers

For content creators

User Flow:

I crafted a user flow illustrating the steps users can take to access the messaging features of a specific user directly from the comment section.



A link to my figjam board: https://www.figma.com/file/rqpNmaldWwX1fZJczJEHek/Brainstorm?type=whiteboard&t=OS6HjbbwELaCw9Gy-6.

Canva slide representation: https://www.canva.com/design/DAF3KHbAFno/ksKrNjGZNIOXsDwgp_Fz9Q/view?utm_content=DAF3KHbAFno&utm_campaign=designshare&utm_medium=link&utm_source=editor



My Role:

In my role as a product manager for this project, I carried out several key tasks:

1. Conducted user research through surveys.

2. Designed the user flow.

3. Developed visually compelling slides for representation.

4. Crafted user personas.

5. Conducted market research to compare the user base on YouTube with that of competitors.



Tools I used:

• Google

• Canva

• Google forms

• Figjam



Conclusion:

This project provided me with valuable real-world experience in addressing tangible problems and grasping user needs. It allowed me to effectively apply my product management skills to meet user requirements and gain a deeper understanding of their needs. Got valuable information? Connect with me on LinkedIn for more contents. https://www.linkedin.com/in/ann-christopher-a5697a229?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=android_app.