Design a feature for Youtube to increase engagement (specifically repeat visits) for sports/fitness enthusiasts.
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in Product Design by (32 points) | 132 views

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Let's ask clarifying questions
  1. Are we targeting any specific country? We will start with the US first
  2. Within sports/fitness enthusiasts, are we targeting only the enthusiasts (people who just like watching and following) or the players(people who actually play & for eg go to the gym)?  We want to target both
  3. Are we looking at a specific age group?  We want to target all age groups.
  4. Is the main goal increasing repeat visits only or other engagement metrics like the number of videos watched? The main goal is to increase repeat visits but if other metrics are positively impacted, then it's good for us.
  5. Are we targeting any platform like app, web, TV? We can target all of these.
Let's understand the scope

 

Youtube is an online streaming platform where users can see & upload videos that they like. We have to add features that will increase repeat visits from sports enthusiasts. We will first target US and we can add features for any platform. We can target all age groups.
The framework to evaluate
Since the goal is to increase retention, the most important factor for a platform like Youtube is to have good content. Unless there is good & interesting content geared towards our target segment, users will not come back even if we keep on adding features. So we will tackle this problem by  :-
  1. Listing down content that should be put on Youtube
  2. Analysing user journey & adding features user segments
Looking at above, lets segment users for better analysis
  1. Content Providers
  2. Content Consumers
    1. Watchers - Sports/Fitness Enthusiasts People who just watch
    2. Players - Sports/Fitness Enthusiasts People who actually play
Let’s look at Content first which needs to be on platform for Content Consumers  for both the sub-segments
 
 
WatchersPlayers
Live Streaming of major events - Tie up with major event organises like EPL. Liga etc & get exclusive streaming rights if possible.Live Streaming of major events - Tie up with major event organises like EPL. Liga etc & get exclusive streaming rights if possible.
Rights of great matches/games of past so as enthusiasts can watch againRights of great matches/games of past so as enthusiasts can watch again
 Training videos - Tie up with major academies, coaches & influencers. Ask them to put up their videos on the platform
 Authentic Product Reviews
Tie up with various teams & players for inside scoop, personal experiences etcTie up with various teams & players for inside scoop, personal experiences etc
 Nutrition related videos & researches.
 Especially for gym goers - Music playlists as well as pre-decided exercise schedules.
So we will first bring above content on the platform
Now let’s look at user journey for Content Consumers
Become Aware Of Relevant Content on Youtube -> Reach Youtube -> Login/register -> Discover/Search/Land on relevant content -> Watch Relevant Content->Again Search/Discover Content -> Watch content -> Leave Youtube->Come back again 
Since this is a funnel, improving conversion rates across any of the steps above would actually increase the number of users reaching the last step (which is repeat visits). Now we will evaluate features for each step for the two segments we discussed which are 
 
 
Funnel StepWatchersPlayersImpactComplexity
Become Aware Of Relevant Content on Youtube
  1. TV ad especially during live event forecast
  2. Ads with QR codes on sports pages in news-paper
  3. Increase reach on TV by increasing awareness of TV app
  4. Tie-ups with TV manufacturers for pre-load of Youtube app
 
  1. TV ad especially during live event forecast
  2. Ads with QR codes on sports pages in news-paper
  3. Increase reach on TV by increasing awareness of TV app
  4. Tie-ups with TV manufacturers for pre-load of Youtube app
 
High/OfflineHigh/Offline
Become Aware Of Relevant Content on Youtube Tie up with gyms & sport academies(schools) to keep playing relevant/training videos on youtube within the premises so  as the players become aware.High/OfflineHigh/Offline
Reach Youtube(make it easier)SEO & PWA capabilities like add to home screenSEO & PWA capabilities like add to home screenMediumLow
Reach Youtube(make it easier)Tie-ups with TV manufacturers for pre-load of Youtube appTie-ups with TV manufacturers for pre-load of Youtube appMedium/OfflineMedium/Offline
Login/Register For new users, ask user preference of sports as well as if he/she likes to play as well or just watchFor new users, ask user preference of sports as well as if he/she likes to play as well or just watchMediumLow
Discover/Search/Land on relevant contentDetect using past video view historyDetect using past video view historyMediumMedium
Discover/Search/Land on relevant contentAbility to customise homepage with a UI/UX geared towards sportAbility to customise homepage with a UI/UX geared towards sportMediumMedium
Discover/Search/Land on relevant contentAlready present: Relevant recommendations, favourites, create playlists etcAlready present: Relevant recommendations, favourites, create playlists etcN/AN/A
Discover/Search/Land on relevant contentAbility to follow teams and players apart from just channelsAbility to follow teams and players apart from just channelsHighHigh
Come back again 
Curated list of weekly/monthly relevant updates  as push notification or an email
 
Curated list of weekly/monthly relevant updates  as push notification or an email
 
MediumLow
Come back again Push notifications & reminders for upcoming relevant events/updates/videosPush notifications & reminders for upcoming relevant events/updates/videosMediumLow
Come back again Gamify repeat visits via points, badges & rewards. For eg if a user reaches certain number of points he or she gets to see a match live.Gamify repeat visits via points, badges & rewards. For eg if a user reaches certain number of points he or she gets to see a match live.HighHigh
 
According to the feature list above, I will start doing the offline tie-up basis after doing research on what is the easily achievable high impact partnerships.After that, I will do low effort medium impact activities. After that I will do a RICE based prioritisation of other features. But I believe ability to follow players & teams along with gamification will create the highest impact.
 
Features for Content Providers
We are not complete yet as we content creators are other user segment which we need to engage so as they put relevant content on the platform. If I understand correctly, right now the content providers earn by the advertisements shown but we can add following features for them.
FeatureImpact Complexity
Rewards, points & badges for uploading relevant videos. Reward users on frequency of updates as well as quality of content.HighHigh
Suggest providers with videos which are likely to get attention basis search trends & other data from platformMediumMedium
Monetary rewards on reaching a certain number of followers & videosMediumLow
 
Recommendation
 
As discussed above, I will first try to bring more relevant content on the platform by doing relevant partnerships. I would then do features for both content providers & well as consumers.
 
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