YouTube 2021 Impact Report Site Redesign

Agency: Beyond, Role: ACD / Senior Product Designer

Problem

Create a website destination that features the 2021 Impact Report findings in a highly visual and easy-to-read format for a very specific audience.

Insight

YouTube isn’t just about videos. It’s about the economic, cultural, and societal impact of the platform. The main goal is to showcase the economic impact of YouTube and how the company is a positive contributor to the economy/society. This is being considered the hero moment of the year.

Solution

We created a more engaging web experience that told the whole story of how the creator economy works including key data points and YouTube produced creator stories to communicate the economic and societal/cultural impacts.

What We Started With

We had to strip down all the key pages, functionality, content structure, and repurpose any useful assets in their design system to keep the new design aligned with existing brand guidelines.

Process

We collaborated directly with YouTube’s marketing, GAPP, and brand teams at different stages of the design process. Partnering with a content strategist, I led multiple rounds of reviews and workshopping with the client to help identify ways to increase KOFs (Key Opinion Formers or decision-makers in government) engagement and understanding of how the creator economy works supported by contextual state-level content that was most relevant to them.