Challenge
Imagine savoring a bite of your favorite dish and wanting more, but the effort to order it again feels overwhelming. This parallels how users engage with YouTube Shorts—craving more but hindered by the absence of seamless continuation. This case study delves into the design and psychology behind a "Continue Watching" feature that addresses this gap, inspired by user behaviors and engagement trends in short-form video consumption.
Results
1. Increased Session Length
The "Continue Watching" feature boosted overall watch time by reducing friction between shorts and long-form videos. Users spent more time engaging with content, leading to longer sessions on the platform.
2. Improved User Retention
Seamless transitions kept users within the app, reducing drop-offs and encouraging them to explore more content without leaving YouTube.
3. Enhanced Creator Engagement
Content creators benefited from higher view counts and extended audience engagement on their long-form videos. This feature incentivized them to leverage shorts as a teaser for their longer content.
4. Competitive Edge Over Rivals
While Instagram Reels offers diverse content formats, YouTube's integration of short and long-form videos gave it a unique advantage, especially for educational and podcast-style content.
Process
Research & Analysis
To understand user needs for transitioning from shorts to long-form videos, I conducted user interviews and analyzed competitors like Instagram Reels. This revealed pain points such as difficulty in finding full videos and the lack of seamless transitions between formats.
Information Architecture
Designed a navigation flow that enables users to move effortlessly between shorts and full-length videos without leaving the platform, ensuring a cohesive experience.
Wireframing & Prototyping
Created a prototype that integrates a pop-up “Continue Watching” button at the 58-second mark, allowing users to access the full video seamlessly.
Usability Testing
Validated the prototype through usability testing to confirm its intuitiveness. Feedback highlighted the value of simplicity and the importance of minimizing distractions.
Visual Design & Style Guide
Crafted a design that complements YouTube’s existing interface, focusing on clarity and accessibility while maintaining a clean, user-friendly aesthetic.
Conclusion
This “Continue Watching” feature addresses the need for a smoother content consumption journey. By leveraging user insights and behavioral psychology, it not only enhances engagement but also strengthens YouTube’s competitive edge in the short-form video market.