Header preview of YouTube Wrapped project, showing 3 of the final screens
Going into this project, I wanted to address how YouTube usage among their viewers tend to dip near the end of the year. If we were to create an interactive, personalized yearly summary for YouTube users, then user engagement and overall satisfaction with the platform will increase.
While we already see this model working for platforms like Spotify, I wanted to validate if this type of feature would be engaging and valuable to YouTube users. The challenge was to design an experience that not only showcased user data but did so in a fun, dynamic, and personalized way, without overwhelming users with too much information.
Animated examples of the screens, walking through the prototype
To validate this hypothesis, I conducted user interviews with a diverse group of YouTube viewers to understand their needs and pain points around content consumption and data visualization. I asked them questions regarding how they used YouTube and how often, along with what features they liked from other yearly-summaries they've received (like Spotify, Duolingo, Apple Music, etc).
Through affinity mapping, I organized the findings into key themes:
1) Personalization: Users expressed a desire for more personalized insights into their viewing habits.
2) Fun & Share-ability: Many users emphasized that a social aspect would make such a feature more engaging.
3) Simplicity: Data-heavy visualizations were seen as overwhelming, and users wanted something that felt celebratory rather than analytical.
These insights became the foundation for my design process, focusing on creating an experience that was fun, shareable, and easy to navigate.
Organized categories showing common themes among participants' likes/dislikes of YouTube, and suggestions for wrapped feature
In the initial ideation phase, I sketched out wireframes and explored various visual styles that could best present the data. I drew inspiration from data-driven visuals in other platforms, but aimed to create a style that felt distinctly “YouTube” — fun, vibrant, and celebratory. The idea was to keep the visuals minimal yet dynamic, so users wouldn’t feel overwhelmed.
Style guide for the feature to help assimilate with YouTube brand, including illustrations/imagery
In the initial ideation phase, I sketched out wireframes and explored various visual styles that could best present the data. I drew inspiration from data-driven visuals in other platforms, but aimed to create a style that felt distinctly “YouTube” — fun, vibrant, and celebratory. The idea was to keep the visuals minimal yet dynamic, so users wouldn’t feel overwhelmed.
Style guide for the feature to help assimilate with YouTube brand, including illustrations/imagery
I created interactive wireframes and began experimenting with animations to bring the feature to life. The design needed to feel like a personalized highlight reel — something users would enjoy engaging with and share across social media.
Once the first version of the prototype was ready, I conducted additional rounds of user testing. Feedback was invaluable, particularly around simplifying the data visualization and making the interface more intuitive. Users wanted to be able to dive deeper into their viewing trends while keeping the overall experience light and interactive. I iterated on the design, refining the balance between information depth and playful interactivity.
Organized categories showing common themes among participants' likes/dislikes of YouTube, and suggestions for wrapped feature
The final design for the “YouTube Wrapped” feature is an engaging, personalized experience that allows users to interact with their content data in a fun and shareable way. I used dynamic animations and a simple, yet playful interface to keep things light and engaging. Key features include:
-Personalized Data Insights: Users can interact with their unique top videos, playlists, and creators.
-Smooth Animations: Data points come to life with smooth transitions, making it feel more like a highlight reel than a data report.
-Share-ability: The design includes built-in social sharing options, encouraging users to share their personalized “Wrapped” with friends.
The end result was a design that celebrated the user’s year on YouTube in an exciting and intuitive way— previewed below!
Organized categories showing common themes among participants' likes/dislikes of YouTube, and suggestions for wrapped feature
Creating YouTube Wrapped was a fun challenge that enhanced my skills in prototyping, business practices, and user experience design. This project reinforced the importance of designing for user engagement while staying true to the platform’s unique identity. By taking a hypothesis-driven approach, I was able to validate design ideas through research and testing, ultimately creating an experience that was not only functional but also emotionally resonant for users. Moving forward, I’d look at how to scale this concept, potentially incorporating more interactive elements and deeper user customization.
