Video Playlists
Role
UX Designer
Interaction Designer
Visual Designer
Tools
Figma
After Effects
Adobe Illustrator
Adobe Photoshop
Origami
Problem
I took on the challenge of transforming Facebook Watch's video experience. Initially, the platform had limited insight into the nature of videos being uploaded, and users were primarily utilizing it for brief, sporadic entertainment. Facebook sought to enhance their understanding of the content and develop immersive experiences that would captivate viewers for extended periods.
Hypothesis
If we allow viewers to organize video content, then we’ll better understand related content and viewers will create longer watch sessions.
Our primary goal was to boost watch time on Facebook Watch while ensuring that this increase was intentional and satisfying for users. Research indicated that viewers often felt unfulfilled after spending more time than intended watching random videos in their feeds. With the algorithm effectively recommending content, we sought to empower users with greater control over their viewing experience.
By creating interactive experiences that allowed users to actively curate their watch sessions, we aimed to enhance their overall satisfaction and sense of agency. Moreover, this approach provided valuable insights into how different videos relate to one another, further enriching the platform's understanding of content connections.
KPIs
Increase in Facebook Watch watch time
Increase in Facebook Watch playlist creation
The Solution
Video Playlists
Initial Results
The introduction of playlists to Facebook Watch had a profound impact on the platform's performance metrics. Playlists were directly responsible for a significant increase in overall video watch time, as well as in the viewership of Premium Music Videos and Facebook on TV experiences. This innovative feature not only transformed how users engage with content but also provided valuable insights to enhance the platform's understanding of video relationships and preferences.
By implementing playlists, we successfully boosted user engagement and satisfaction while simultaneously expanding our knowledge of video dynamics. This breakthrough paved the way for future enhancements and opportunities, allowing Facebook Watch to continually evolve and adapt to the ever-changing landscape of digital entertainment.
Shipped Experience
Introducing video playlists to Facebook Watch sparked a remarkable transformation that revolutionized the platform's user experience. This ingenious feature unlocked a treasure trove of opportunities, serving as a powerful catalyst for the success of a range of video initiatives. Despite its seemingly simple concept, gaining organizational buy-in was an arduous journey that spanned years of dedication and persistence.
By strategically aligning video playlists with high-priority initiatives like Facebook's Premium Music Videos, innovative Facebook on TV experiences (including seamless casting), and culture-defining initiatives, we were able to demonstrate the immense potential of this feature. Our inventive approach went beyond merely enhancing the user experience; it established a foundational primitive that empowered entertainment teams across the organization to collaborate and innovate.
