I led YouTube’s GenAI UX strategy project, envisioning how AI could transform creation on the platform. The vision: a collaborative, multi-device creation experience powered by AI.
About the Project
As a Product Designer on YouTube’s Advanced Capabilities team, I spearheaded a strategy project in 2023 exploring how GenAI could be leveraged on the platform for effect creation. At a time when GenAI was just reshaping the creative landscape, I drew on my own early adoption of AI tools to initiate the project and present a forward-looking vision to YouTube leadership.
Outcome
Following my vision presentations, YouTube appointed me as UX Lead for the new Media Generator team, driving the integration of GenAI into YouTube’s creation experiences. I partnered with AI researchers, PMs, engineers, and Google DeepMind to translate emerging AI capabilities into user-focused creative tools.
Process
I collaborated with UXR and the strategy team to research creators and cross-YouTube product teams, uncovering challenges, user needs, and opportunities that shaped the vision.
Opportunities
The evolution of VFX shows a clear trajectory toward hyper-realistic, interactive, and immersive experiences in gaming and film. We hypothesize that video creation will follow this path, shifting from traditional editing to immersive, interactive formats, with AI accelerating this transformation.
User Needs
Our strategy prioritizes mobile video creators, using AI to streamline and elevate short-form creation. In parallel, AI authoring tools empower effects creators to design unique, interactive effects and publish them directly to Shorts.
User Research
User research revealed key barriers to creation: a steep learning curve, technical complexity, and significant time requirements.
Principles
Our research showed that users want AI to support them throughout the creation journey, automating difficult steps while offering flexibility. From these insights, we hypothesized that AI can enable scalable tools to guide, automate, and personalize creation.
Vision / Mobile
Provide tools & creative ingredients users need to tell their story easier, faster, and better. On mobile, our target users are creators enhancing and modifying their videos.
Creation Flows
Vision / Desktop
Provide tools & creative ingredients users need to tell their story easier, faster, and better. On desktop, our target users are creators designing AR effects for YouTube Shorts.
Creation Flows
Future State
User research revealed that while recognition, exposure, and monetization motivate effects creators, it’s the sense of community, learning from others and connecting through creation, that sustains their commitment.
