~ 4 weeks ~ UI Role ~

Challenge

YouTube’s current experience can easily pull users into endless scrolling and ad interruptions, making it hard to stay focused or intentional. The challenge was to create a viewing experience that feels mindful and rewarding — helping users enjoy content while maintaining control of their time.

Overview

Redesigning YouTube to promote mindful, time-conscious, and rewarding viewing habits — helping users stay focused while enjoying the content they love.

YouTube — Watch with Intention

Through reseach, interviews and online survey. I had coming up with

Problem

Interviews revealed that users have both positive and negative experiences:

  • They feel entertained and connected when watching content that aligns with their interests.

  • Many find unskippable or repetitive ads frustrating, especially during shorter videos.

  • Users feel productive when watching tutorials or motivational content but often lose track of time.

  • Some feel guilty or unproductive after realizing they’ve spent more time than intended.

  • “The ads really ruin the flow. Sometimes I just stop watching after seeing too many.” — Participant, 21

  • “I came to watch a study vlog for motivation, and two hours later I was still scrolling.” — Participant, 22

YouTube Premium lacks perceived value beyond ad removal

While users are interested in Premium features, most feel the cost isn’t justified just to skip ads. They would consider subscribing if it offered more useful tools like background play, playlist creation, or integrated music options.

Users experience guilt and loss of time awareness

Many users report feeling unproductive after long viewing sessions, especially when they initially intended to “watch just one.” This suggests a need for time awareness tools or gentle reminders that encourage balance and mindful engagement.

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Users value control and flexibility in their viewing experience

Many users dislike unskippable or repetitive ads and prefer shorter ones that let them choose when to engage. They avoid interruptions by skipping ads or using blockers, suggesting a desire for more user-driven ad experiences.

Users seek motivation but struggle to sustain it

Watching productivity, fitness, or study-related videos gives users short-term motivation, but the effect fades quickly. This shows an opportunity to design experiences that help users maintain consistent, long-term inspiration.

YouTube serves multiple roles in daily routines

Users use YouTube not only for entertainment but also as background noise, study support, and stress relief. This highlights YouTube’s role as a multitasking platform where context matters — not every viewing session is about deep engagement.

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Key Insights

Base on that I coming up with

Core Solution

Reward-Based Engagement


Goal: Encourage users to engage meaningfully with content while reducing ad disruption.

Encourage Mindful Viewing


Goal: Help users develop healthier viewing habits and make intentional choices about their screen time.

Time-Conscious Viewing


Goal: Empower users to manage their time effectively on YouTube, promoting mindful consumption and preventing excessive screen time.

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