Tell us of a problem with a product which bothers you.

● How would you use technology to solve this problem?

● How would you measure whether the solution is working?
● What might be the reason for this solution to fail ?

Rohit Ganapathy
v.nnd.2015.06
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 MY PRODUCT MY PAIN POINT

● THIS IS ESPECIALLY FRUSTRATING FOR SOMEONE WHO YOUTUBE LACKS THE

USES YOUTUBE FOR MUSIC. FEATURE OF LETTING YOU
● FOR EVEN A CASUAL LISTENER, SEAMLESS HASSLE-FREE QUEUE VIDEOS ON THE FLY
MUSIC QUEUING IS OF UTMOST IMPORTANCE TO THE WAY MUSIC PLAYERS
MAINTAIN FLOW. DO.

CURRENT FIX ⇒ MAKE A PLAYLIST.BUT…

REORDERING WITHIN A YOUTUBE PLAYLIST IS NOT

●
VERY CONVENIENT
BUT WHAT’S IN IT FOR
● YOU HAVE TO CREATE A NEW PLAYLIST EVERY TIME YOUTUBE?
● REORDERING ONLY POSSIBLE ON THE WEBSITE , NOT
ON THE APP(WHICH ATTRACTS 70% OF YOUTUBE’S
TRAFFIC! )

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 WHY SHOULD YOUTUBE CATER
HOW COULD YOUTUBE BENEFIT?
TO MUSIC LISTENERS?

● ACCORDING A REPORT BY FORBES,

KEEPING IN MIND THAT YOUTUBE’S MAIN
YOUTUBE IS THE MOST POPULAR
SOURCE OF REVENUE IS ADS, ESPECIALLY
SITE FOR ON DEMAND MUSIC
DURING AND BETWEEN VIDEOS…
STREAMING.
(2$ PER 1000 VIEWS OF THE AD)
● A STUDY DONE BY VIDOOLY
● THIS NEW FOUND CONVENIENCE
REVEALS THAT INDIANS USE
OF QUEUEING WILL ENCOURAGE
YOUTUBE MOSTLY FOR
USERS TO QUEUE UP A LOT MORE
STREAMING MUSIC,GENERATING 3
SONGS (OR VIDEOS) THAN THEY
BILLION VIEWS ANNUALLY.
EARLIER DID.
● THIS AMOUNTS TO AN INCREASE
● YOUTUBE IS RESPONSIBLE FOR
IN AVERAGE SESSION TIME THAT
45% OF TOTAL MUSIC STREAMING
TRANSLATES INTO MORE VIEWS
TIME WHICH IS GREATER THAN ALL
AND HENCE MORE REVENUE.
OTHER MAJOR MUSIC STREAMING
SERVICES COMBINED.

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 IMPLEMENTATION OF THE SOLUTION FOR THE WEB SITE

Queuing would require two major functionalities

A feature to add a song to the A feature to view and edit the

queue (ADD) queue (VIEW/EDIT)

This will be achieved by adding a queue

option to the pre-existing button that
provides the options of adding a video to a
playlist or to “Watch Later” (elaborated in
next slide)
v.nnd.2015.06
This will involve the addition of an
additional “queue” button which would be
a part of YouTube’s static navigation bar
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 ADD
In addition to “Add to Watch later” and “Add to playlist” , the following two
options are introduced:

1) Play Next : Self-Explanatory

2) Add to Queue : Adds the song to the very end of the queue

VIEW/EDIT

Potential location of queue icon

Clicking the queue icon will reveal a context menu containing the list of videos currently in the queue.In addition to this , the context menu will
possess the following functionalities:

● Each video thumbnail unit is independent and can be dragged to a different position in the queue.This drag and drop functionality is aimed at
making the process of reordering the queue hassle-free and quick.

● A “delete from queue” button accompanying each video thumbnail in the queue ⇒

● Finally, a “clear queue” button at the very top of the context menu to completely delete the contents of the queue

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 HOW DO WE MEASURE IF THIS
SOLUTION IS WORKING?

A/B TESTING : This is a method of comparing two versions of a web page or app
against each other to determine which one performs better.
Substantial change in AST
HYPOTHESIS : Queueing feature will increase user engagement (more time spent
on the website)

CONTROL : youtube without queueing feature

VARIATION : youtube with queueing feature

KEY PERFORMANCE INDICATOR (Metrics to be tracked):

● Average Session Time: Average Time spent by User in one Session No substantial change in AST
To see if the convenience of queueing encourages users to queue a large number
of videos that contributes towards an increase in session time.

● Playlist Creation Rate: Number of playlists created per month

To see how many people actually use playlists as a substitute for queuing.

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 WHY THIS SOLUTION COULD FAIL

● WITH THE CONVENIENCE OF QUEUING, A USER MIGHT QUEUE A LARGE NUMBER OF

VIDEOS(ESPECIALLY SONGS) AND LEAVE TO ENGAGE IN ANOTHER TASK WHILE THE VIDEOS PLAY IN
THE BACKGROUND.

● ADVERTISERS PROMOTING ADS ON YOUTUBE DO SO IN THE GOOD FAITH THAT THERE ARE EYEBALLS
GLUED TO THE SCREEN WHEN THE ADS PLAY.

● QUEUING VASTLY INCREASES THE PROBABILITY OF AN AD PLAYING WITHOUT A USER ACTUALLY

WATCHING IT.

● THIS MIGHT COMPEL ADVERTISERS TO TAKE THEIR BUSINESS ELSEWHERE.

● ADVERTISERS MIGHT PULL OUT FROM ADVERTISING ON MUSIC HOSTING CHANNELS SUCH AS VEVO,
T-SERIES, SONY WHICH ACCOUNT FOR A SIZEABLE CHUNK OF REVENUE.

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