Youtube Podcasts

A Podcasting Feature for Youtube Music

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

App Screen with open sidebar

Role

Research UX Design

Tools

Figma, Notion, Photoshop

Timeline

100 Hours

About Google Podcasts and the Landscape

Google Podcasts is being sunseted and its users are being directed to use Youtube Music. Though it was never the most popular platform its followers appreciated the straightforward and simple design, the ability to work across platforms, and the light loading time.


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


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 solely to podcast streaming and was simple and straightforward. This garnered it the number 3 ranking with a dedicated audience for its unique merits.

YouTube Music is a different beast though. It closely mirrors the Spotify experience and tarting from this point makes it challenging to inherit prior design decisions.

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 have a dedicated user base. 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 and Apple model. However, critics lament integrated music/podcast platforms for being bloated and cluttered.

There are Great Options
Simultaneously, there are a well-loved options such as Pocket Casts and Over Cast, that maintain niche audiences drawn by their well attuned designs.

Embedding in Youtube
One difference though is that YTM is also a video platform, presenting a different opportunity.

Problem

Standing Out
Google does not have a unique product offering compared to other market leaders; Youtube Music is offering the same 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:

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

Try the Prototype

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 a subset of 5 participants to gather qualitative insights.Explore their current 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 options out there, the most popular, the YTM platform currently, 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 a subset of 5 participants to gather qualitative insights.Explore their current 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 options out there, the most popular, the YTM platform currently, 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 a subset of 5 participants to gather qualitative insights.Explore their current 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 options out there, the most popular, the YTM platform currently, and the defunct Google Podcasts platform

So what exactly are we trying to determine?


We are trying to determine how people use podcast apps to create a new feature that is fun, unique, and useful to distinguish Youtube Music from other podcast players.

So what exactly are we trying to determine?


We are trying to determine how people use podcast apps to create a new feature that is fun, unique, and useful to distinguish Youtube Music from other podcast players.

So what exactly are we trying to determine?


We are trying to determine how people use podcast apps to create a new feature that is fun, unique, and useful to distinguish Youtube Music from other podcast players.

Read Further

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?



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



Read Further

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?

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?

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

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

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.

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.

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.

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.

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

Develop

1. Project Objectives

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.

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

2.Business Objectives


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.

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

1. Project Objectives

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.

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

2.Business Objectives


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.

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

1. Project Objectives

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.

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

2.Business Objectives


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.

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.

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

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?

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?

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.

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.

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

Achieved

The project aimed to combine user insights with inspiration to create a new but familiar product.

Research helped to understand user painpoints and grievances (see reddit comments & research) with existing platforms. The overall goal was to simplify the UI through custom filters.

The goals were:

  • To work toward an overall goal of simplicity to declutter the UI

    • 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 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 radical 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

Achieved

The project aimed to combine user insights with inspiration to create a new but familiar product.

Research helped to understand user painpoints and grievances (see reddit comments & research) with existing platforms. The overall goal was to simplify the UI through custom filters.

The goals were:

  • To work toward an overall goal of simplicity to declutter the UI

    • 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 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 radical 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

Achieved

The project aimed to combine user insights with inspiration to create a new but familiar product.

Research helped to understand user painpoints and grievances (see reddit comments & research) with existing platforms. The overall goal was to simplify the UI through custom filters.

The goals were:

  • To work toward an overall goal of simplicity to declutter the UI

    • 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 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 radical 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