Youtube Podcasts

Youtube Podcasts

A Podcasting Feature for Youtube Music

Podcast users are frustrated with the clutter and bloat of music streaming platforms. Can we make podcast listening better?

App Screen with open sidebar

Role

Research UX Design UI Design

Tools

Figma, Notion, Photoshop, Screen Studio, Jitter

Timeline

100 Hours

About Google Podcasts and the Landscape

Google Podcasts is being sunseted and its users are being directed to Youtube Music. Its users appreciated the straightforward and simple design, the ability to work across platforms, and the light loading times.


Simultaneously, users of Spotify, the 1# platform, are dissatisfied with the product offerings. Can we work to capture these users?


About Youtube Music Integration


The challenge of this project is working within the existing design of YouTube Music. Google Podcasts was unique among the top three podcasting platforms; it was dedicated to podcast streaming and was simple and straightforward. It garnered a dedicated audience.

YouTube Music is a different beast. It closely mirrors the Spotify experience inheriting its pluses and minuses.

We may ask ourselves:

  • Can Google Podcasts' uniqueness be incorporated into the new platform?

  • Can improvements be made to both inherited designs?

  • How can YouTube Music stand out from its competitors to achieve the number one spot?


Inspiration

Along with Google Podcasts, several smaller podcast platforms are popular. What can be learned from these competitors?


Pocketcasts and Overcast stray from the Spotify mold to introduce a simplified, customizable interface that users love.


Similarly, Spotify Radio, a short-lived colorful streaming product, offered unique, playful, and intuitive interactions that were deeply inspiring. Its simplicity and ease of use were its main attractions.






Background

Google Podcasts to Youtube Music
In consolidating the product with its music streaming platform Google is transitioning to the Spotify model. However, users lament integrated music/podcast platforms for being bloated and cluttered.

There are Other Great Options
Well-loved options, Pocket Casts and Over Cast, maintain niche audiences drawn by their well-attuned designs.

Problem

Standing Out
Google does not have a unique product offering compared to other market leaders; Youtube Music is offering a similar player as Spotify and Apple.


Integration
How does this incorporate with Youtube Music in a way that is not a mess? Music/podcast platforms are often doing too much all at once (does music streaming have the same needs as podcasting?).

Payments
Podcasters are looking to the subscription payment models which will require sort of integration. On the music streaming side artists are suffering from lack of monetization of their product.

Goals

Winning through Simplicity
The goal is to create a simple, fun, and straightforward library feature that caters to serious podcast listeners and casuals alike separate of music streaming. It will draw on the strengths of the previous platform and creates a unique joyful listening experience.

Based on user research and testing Youtube Podcasts seeks to:

Based on user research and testing Youtube Podcasts seeks to:

return to the simple and straightforward principles of a feed like Google Podcasts

create playlist-focused listening filters based on user needs and desires.

filter by mood, friend recommendations, and time increment-based listening for multitasking

foster social tools that are light, fun, and non-toxic because users ultimately find podcasts through their friends

incorporate simple ways for podcasters to monetize further through the platform to incentivize and promote creativity

return to the simple and straightforward principles of a feed like Google Podcasts

create playlist-focused listening filters based on user needs and desires.

filter by mood, friend recommendations, and time increment-based listening for multitasking

foster social tools that are light, fun, and non-toxic because users ultimately find podcasts through their friends

incorporate simple ways for podcasters to monetize further through the platform to incentivize and promote creativity

return to the simple and straightforward principles of a feed like Google Podcasts

create playlist-focused listening filters based on user needs and desires.

filter by mood, friend recommendations, and time increment-based listening for multitasking

foster social tools that are light, fun, and non-toxic because users ultimately find podcasts through their friends

incorporate simple ways for podcasters to monetize further through the platform to incentivize and promote creativity

Discover

The goal of this phase is to gather insights from potential users to inform the development. To do this we conducted user interviews, in-depth competitive assessment, and user testing.

User Interviews

Conduct in-depth interviews with 5 participants to gather qualitative insights. Explore their podcast listening habits, challenges faced, and expectations from a podcast platform. Understand the integration of podcasts in their daily routines.

Competitive Assessment

Conduct an audit of the best platforms, the current Youtube Music, and the defunct Google Podcasts platform

Discover

The goal of this phase is to gather insights from potential users to inform the development. To do this we conducted user interviews, in-depth competitive assessment, and user testing.

User Interviews

Conduct in-depth interviews with 5 participants to gather qualitative insights. Explore their podcast listening habits, challenges faced, and expectations from a podcast platform. Understand the integration of podcasts in their daily routines.

Competitive Assessment

Conduct an audit of the best platforms, the current Youtube Music, and the defunct Google Podcasts platform

Read Further

Read Further

Who is out there doing what we want to do already?



Who is out there doing what we want to do already?



Read Further

Read Further

Define

Now, armed with answers to our questions we synthesized the information. We understand common issues and identify the problems to be explored. What aspects of this do we explore?

Define

Now, armed with answers to our questions we synthesized the information. We understand common issues and identify the problems to be explored. What aspects of this do we explore?

Following interviews we used affinity mapping to find commonalities and organize information trends. What were common issues that multiple interviewees experienced?

Multitasking Mindset

Media Fatigue is a Painpoint

Focus is High

Personal Reccomendations Drive Listening

Basic Queuing is a Painpoint

Following interviews we used affinity mapping to find commonalities and organize information trends. What were common issues that multiple interviewees experienced?

Multitasking Mindset

Basic Queuing is a Painpoint

Personal Reccomendations Drive Listening

Focus is High

Media Fatigue is a Painpoint

Following interviews we used affinity mapping to find commonalities and organize information trends. What were common issues that multiple interviewees experienced?

Multitasking Mindset

Focus is High

Basic Queuing is a Painpoint

Media Fatigue is a Painpoint

Personal Reccomendations Drive Listening

After finding the trends, themes, and commonalities how do we use this information? We need to generate problems to answer through design:

A HMW (How Might We...) is a question that allows designers to reframe their problem statement for efficient, targeted and innovative ideation.

POV

Podcast listeners need thematic categories because listening can be driven by mood

HMW

How might we help podcast listeners sort by different categories?

POV

Podcast listeners need obvious feeds and queueing because existing queuing logic is unclear and frustrating.

HMW

How might we help podcast listeners sort episodes logically to meet their expectations

POV

Podcast listeners need to sort and pair episodes with activities/increments of time because they listen only while multitasking

HMW

How might we help podcast listeners pair episodes with activities better?

POV

Podcast listeners need a simple low-commitment way to casually support creators

HMW

How might we help listeners support the podcaster economy better?

POV

Podcast listeners need trusted podcast recommendations because there is low acceptance of generalized recommendations

HMW

How might we help podcast listeners overcome barriers of trust to receive quality recommendations?

After finding the trends, themes, and commonalities how do we use this information? We need to generate problems to answer through design:

A HMW (How Might We...) is a question that allows designers to reframe their problem statement for efficient, targeted and innovative ideation.

POV

Podcast listeners need thematic categories because listening can be driven by mood

HMW

How might we help podcast listeners sort by different categories?

POV

Podcast listeners need a simple low-commitment way to casually support creators

HMW

How might we help listeners support the podcaster economy better?

POV

Podcast listeners need obvious feeds and queueing because existing queuing logic is unclear and frustrating.

HMW

How might we help podcast listeners sort episodes logically to meet their expectations

POV

Podcast listeners need trusted podcast recommendations because there is low acceptance of generalized recommendations

HMW

How might we help podcast listeners overcome barriers of trust to receive quality recommendations?

POV

Podcast listeners need to sort and pair episodes with activities/increments of time because they listen only while multitasking

HMW

How might we help podcast listeners pair episodes with activities better?

Armed with a number user issues we created archetypal user personas to embody our discoveries.

Armed with a number user issues we created archetypal user personas to embody our discoveries.

Develop

Project Background
The research indicated common pain points related to the queuing new podcasts. Similarly, users across the board listened to podcasts as a background and multitasking activity with minimal interest in the video. Despite all of this, they are deeply engaged and focused while listening.

Project Objectives
The goals of the podcast feature are:

  • to create clear and logical queuing and filtering for episodes

  • to help podcast listeners pair listening with various activities, themes, and moods

  • to engage listeners with community and to create thoughtful engagement

  • to help users engage better with content to help their intake the content and additional information to enhance the listening experience

  • to create joyful interactions and pleasure of experience

  • to make a clear separation of podcasts vs music

Project Background
Google Podcasts is currently the #3 most used podcast player after Spotify and Apple Podcasts, a product that users loved for its simplicity. Google is hoping to transfer its users to Youtube Music, a near Spotify clone that integrates music streaming and podcast streaming on one platform.

Project Objectives
The business objectives of this feature are:

  • to create a bridge between the old and new product to create continuity in the user base.

  • to create a unique offering to podcast listeners to capitalize on the users seeking to something better than current competitors
    to provide a unique offering based on Google and Youtube’s unique assets and capabilities.

Develop

Project Background
The research indicated common pain points related to the queuing new podcasts. Similarly, users across the board listened to podcasts as a background and multitasking activity with minimal interest in the video. Despite all of this, they are deeply engaged and focused while listening.

Project Objectives
The goals of the podcast feature are:

  • to create clear and logical queuing and filtering for episodes

  • to help podcast listeners pair listening with various activities, themes, and moods

  • to engage listeners with community and to create thoughtful engagement

  • to help users engage better with content to help their intake the content and additional information to enhance the listening experience

  • to create joyful interactions and pleasure of experience

  • to make a clear separation of podcasts vs music

Project Background
Google Podcasts is currently the #3 most used podcast player after Spotify and Apple Podcasts, a product that users loved for its simplicity. Google is hoping to transfer its users to Youtube Music, a near Spotify clone that integrates music streaming and podcast streaming on one platform.

Project Objectives
The business objectives of this feature are:

  • to create a bridge between the old and new product to create continuity in the user base.

  • to create a unique offering to podcast listeners to capitalize on the users seeking to something better than current competitors
    to provide a unique offering based on Google and Youtube’s unique assets and capabilities.

The Lo-Fi Wireframes are quick iterations to outline the taskflow and tie it into the interface.

Further refinement meant incorporating UI kit of parts into wireframes.

  • How do we deploy the UI standards of Youtube Music/Google?

  • Do we find strategic moments to break from their standards to improve on their designs?

  • How do the brand colors incorporate into the UI?

Further refinement meant incorporating UI kit of parts into wireframes.

  • How do we deploy the UI standards of Youtube Music/Google?

  • Do we find strategic moments to break from their standards to improve on their designs?

  • How do the brand colors incorporate into the UI?

Deliver

This phase of the design process involved deploying a prototype and challenging my design assumptions. Where were we wrong? Also, what did I fail to anticipate when this was deployed?

Deliver

This phase of the design process involved deploying a prototype and challenging my design assumptions. Where were we wrong? Also, what did I fail to anticipate when this was deployed?

To user test we developed a prototype of the proposed podcasting feature. We proceeded to conduct usability testing sessions with participants to assess the intuitiveness, functionality, and overall user experience. Afterward, we collected feedback on specific features, navigation, and any potential issues.

With a prototype in hand participants were asked to complete 4 taskflows while being observed. Participants were asked to think outloud in realtime while performing the tasks and reflect on their expectations. The amount of time and points of failure were denoted.

To user test we developed a prototype of the proposed podcasting feature. We proceeded to conduct usability testing sessions with participants to assess the intuitiveness, functionality, and overall user experience. Afterward, we collected feedback on specific features, navigation, and any potential issues.

With a prototype in hand participants were asked to complete 4 taskflows while being observed. Participants were asked to think outloud in realtime while performing the tasks and reflect on their expectations. The amount of time and points of failure were denoted.

The culmination of this process is a product refined through posing the right questions to answer and testing the ideas even further.

The culmination of this process is a product refined through posing the right questions to answer and testing the ideas even further.

Achieved

The overall goal was to simplify the UI through custom filters. This project combined inspiration with user insights to create a new product.

Research helped to understand painpoints and grievances (see reddit comments & research) with existing podcasts platforms.
The goals were:

  • To work toward an overall goal of simplicity of a feed

    • Custom filtered playlists for default settings for casual users and multiple custom filters for power users

      • Playlists by mood

      • Playlists by time increment & activity (coordinated with a calendar)

        • User research showed that users paired podcast listening with specific timed activities. I provided a filters for this as well as an opportunity to connect with google calendar.

      • Playlists by friend recommendation

        • to introduce a soft social experience with selective friend recommendations and an "applause" system. Users had the desire to have community and a social experience without the baggage that entails. I create private and soft social experience with selective friend recommendations and an “applause” system that is simple to apply.

    • User research showed that users were drawn to the menu for most actions. The convenience of showing action buttons was creating clutter.

  • To create joy in color and interaction design

  • To address basic user frustrations

    • Users had frustrations with sort New Episodes across the board. I added additional settings and clearer language to address this issue.

  • To provide a monetization feature through tipping


Next Steps and Takeaways

There is difficulty in attempting to be subtly radical. Working on the existing YouTube Music product helped me realize that integrating numerous features and tools was counterproductive to creating a simple, minimal podcast player. Respecting established design patterns made this even more challenging. In the future, I would propose a deeper overhaul with the following goals in mind:

  • Push towards more simplicity like Google Podcasts

  • Further separation of music streaming and podcasts

  • Greater differentiation to compete with Spotify and Apple Music

  • Integration of YouTube’s assets and advantages (video)

  • Creation of different modes of podcast participation (e.g., a podcast-based book club).

  • Integration and opportunities in AI curation