Memberships Lite

Context

Memberships supports various kinds of perks that creators can provide to their members. However, Only 15% of med/high propensity channels are launched.

Creators reported being used to enabling things on YouTube with the “slide of a button” and setting up Memberships turned out to be significantly more involved. The barrier of launching and managing memberships are relatively high for creators.

My role

In 2020 Q4, I initiated and led a virtual design sprint of 12 XFN participants (UXD/R, PM, Eng, Data, Product specialist, MKT) across 3 time zones, focusing on evaluating and designing the future of easier version of Memberships product for creators, viewers and members.

Memberships have 3 sub teams (4 PMs) focusing on different parts of the experience. I created a sprint brief to drive cross-functional team alignment. Pitched the vision to senior leadership and influenced key features into the roadmap.

Previous design

Vision

Organised findings from 5+ past UXP reports and seek for insights from data analysis to identify problems and opportunities that are data informed.

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New design

All the perks which are needed are ready to go

Specifically, perks identified as low effort by creators in UXR. Other memberships features are positioned as advanced, optional and upsold later.

Let your viewers feel a part of the creator’s progress

Make members’ support feel more helpful, and less abstract, by highlighting what goals the money is contributing to.

The member community, representing the channel

The member community can feel like they get to represent the creator by posting messages for all to read.

Flexible pricing lets viewers support more than ever

Creators can choose a price range from which members can pick any number, monthly or one time.

Celebrate your members

A celebrating screen after payment to thank the member. Provide recognition as a low effort perk.

Result

Proposed a north star direction to memberships product. Presented the vision to sprint group and senior leaderships (VPs) and received very positive feedback. Influenced key features into the roadmap.

Received very positive feedback in UX Research: Creators were satisfied with what they described to be a straightforward process of completing onboarding on mobile.

Inspired by ideas from this sprint, I later drove a cross team effort with YouTube Super goods team, to create a north star vision for the fan funding system that provides a cohesive experience.