youtube

YouTube Started As A Dating Site

When I read this for the first time I cringed. It sounded unnatural that YouTube, the world’s largest online video streaming company with over a billion users each month, was conceived as an online video dating site! So here’s some back story. In March 2016 at the SXSW festival, YouTube co-founder Steve Chen revealed the actual predicament surrounding the launch of their streaming service in 2005. He said…

“We always thought there was something with video there, but what would be the actual practical application? We thought dating would be the obvious choice.”

Source

From Video Dating To Video Sharing

YouTube - Mobile

YouTube was conceived in 2005 by Chad Hurley, Steve Chen, and Jawed Karim in 2005 while working for PayPal. The entrepreneurs initially found a market in matchmaking through video, even taking out ads on Craigslist in Las Vegas and Los Angeles in which they offered to pay women $20 to upload videos of themselves to the site. No one took the offer seriously. It didn’t matter to the founders, because by then, users had begun uploading all sorts of videos from dogs to their vacations and they began pondering over a fundamental question “why not let users define what YouTube is all about?” so they completely revamped their website, making it more open and general. By 2006, YouTube was already the fastest growing website on the Internet hosting more than 65,000 videos. Then on October 9, 2006, Google dropped a bomb by announcing they were acquiring YouTube for US$1.65 billion in stock. It was the second-largest acquisition for the search giant at the time.

Co-Design And User Innovation

Although it might seem like a case of ‘serendipity’ in the first instance with YouTube going from a video dating site to a video sharing one, here’s why I believe it was really a case of oversight. The founders formerly developed a vision to devise a product or service using online video streaming tech as a platform for matchmaking, but in that their vision of connecting with the users was grossly miscalculated because users just weren’t looking at video as a dating tool. Their initial concept could have been refined if they’d involved users in the conceptual stages of design iteration. The involvement of users early on provides the creators with an advantage at mobilising resources towards a focussed area of user’s concerns prior to the launch, although their open-mindedness did save them the day. As opposed to co-design or the user-centred model, it seems like YouTube followed a Linear Innovation Model consisting of research and development of product or service, which is then marketed and sent out to the users.

Speaking of which, co-design or the user innovation process is the act of designing concepts with the users (co-design is often referred to as participatory design by the design community) involving the intermediate users or direct consumers.

In other words, it’s not enough to involve engineers, designers, managers and other project owners into the creative process rather they need to be active co-designers in channelising energies into building actionable plans and implementing prototypes. That’s the way forward to meet some of the biggest challenges we face as humankind.

The innovation process comes with ambiguity and it’s often derailed due to several reasons, notwithstanding management oversight (like in the case of YouTube), misconceived notions about product utilization by end-users and last but not the least, being blinded by or trying to resolve the problems and challenges from a single spectrum thought process. In that, YouTube was created on the basic idea of connecting people through video streaming at cheaper rates but then it ultimately led to overlooking the users’ latent needs, a basic ingredient at shaping customers’ experience.

It’s quite likely, in a participatory design method, and by involving all the stakeholders of the soon-to-be-launching service the founders could have discovered to their surprise that instead of recorded videos users preferred to date using other discreet tools wherein their identities aren’t compromised or misjudged in the first impression. It’s dating after all. Lastly, the participatory design process should not be mistaken for crowdsourcing in which groups of interested parties contribute to the creation of ideas in an open forum, such as the Internet, in achieving a cumulative result. Imagine how different our world would be if end-users were involved as co-designers in every project, end-to-end, not just as research subjects but as an important aspect with any product or service design business. That’d be the true essence of any user-centred design methodology.

Share Your Gifts, And Be Creative, Says Apple

With the festival season just around the corner, it’s the time of the year to ‘Share Your Gifts’ with loved ones, and you could be forgiven for considering this as just another headline for a TV commercial. This is a stupendous effort and the newest holiday spot with all the warmth & love from Apple’s creative depository, helmed by an animation studio called Buck along with the agency, TBWA\Media Arts Lab. It’s also interesting because the title song “Come out and play” was written by Los Angeles singer/songwriter Billie Eilish, a 16-year-old prodigy who, according to Wikipedia, has been writing songs on her Mac since she was 11!

Share Your Gifts - AppleIt’s an account through the eyes of a lonesome lass with a secret penchant for creativity and her companion dog as the only one who knows & values her innate talent and who eventually albeit creatively, of course, forces her to come out of her hiding. In all this, I was astonished to see how Apple has taken fancy to Pixar-inspired storytelling for the first time! The past commercials from Apple have resorted to numerous graphical treatments in making visually stylised product campaigns though animation not being a prominent theme on that list so far. While the tagline ‘Share Your Gifts’ is a beautiful wordplay for acknowledging not just the sentiment of giving in the festive season but also for energising & sharing creative material using the power of Apple’s great products. A company that has always championed the cause of the creative arts community worldwide yet again communicating its unequivocal stand with this fabulous ad, and dare I say, the folks at Pixar would be so pleased to see their artistic journey as an inspiration for the design of this spot. Also, there’s a moral for everyone that creativity is yearning to come to life only if you could use your artful imagination, so go ahead, surprise yourself and your peers. “Don’t hide” and dream on!

[perfectpullquote align=”right” bordertop=”false” cite=”” link=”” color=”” class=”” size=””]You see a piece of paper
Could be a little greater
Show me what you could make her
You’ll never know until you try it
You don’t have to keep it quiet[/perfectpullquote]

Happy Holidays, dear folks!

Steve Jobs’ Dialogue on Consulting

I came across this germ of discourse from Steve Jobs referring to the consulting industry. In his ridicule of consultants for their lack of experience in the implementation of their projects, there was a strong message for owning and understanding the experience from an end-to-end perspective. He says:

I don’t think there’s anything inherently evil in consulting..I think that..without owning something over an extended period of time, like a few years, where one has a chance to take responsibility for one’s recommendations, where one has to see through all action stages and accumulate ‘scar tissues’ for the mistakes and pick oneself up off the ground and dust oneself off, one learns a fraction of what one can. Coming in and making recommendations and not owning the results, not owning the implementation I think is a fraction of the value and a fraction of the opportunity to learn and get better. And so, you do get a broad cut at the companies but it’s very thin, it’s like a picture of a banana, you might get a very accurate picture but it’s only two dimensional. And without the experience of actually doing it, you never get three dimensional.

So you might have a lot of pictures on your walls, you can show it off to your friends like “look I’ve worked in bananas, I’ve worked in peaches, I’ve worked in grapes” but you never really taste it. And that’s what I think. You’re also a variable expense in hard times and you’ll find yourself…(getting fired, is probably what he meant)

Continue reading…

Matt Damon And ‘The Wait For Water’

It’s very rare to be completely absorbed by an obtrusive YouTube advert in the middle of an entertaining video even with the option of ‘skipping’ the commercial right there, though the minute I saw Matt Damon I was keen to watch. In the past, I have lived in a neighbourhood that suffered from an acute shortage of water and it was a frustrating experience, and this ad with its emotional appeal brought me to tears. I relived that experience of surviving with a scarce supply of resources which taught me an important lesson about survivability and adaptability, although it’s nothing compared to what Matt describes the children in developing world who miss their education because they have to walk a fair distance to access water. This is simply an amazing commercial for a good cause!

India’s Republic Day Extravaganza

Always intrigued by India and its Republic Day Parade and more than ever before since Doordarshan began live streaming it on YouTube. This was the 69th Republic Day and it was a grand show. The timezone difference notwithstanding I watched the entire programme until the wee hours of the morning with a great sense of pride. The 10 premiers of the ASEAN nations were the chief guests for the celebrations which had its moments of grandeur, but as always, my interest was ignited by the military equipment which wasn’t limited to the Bhishma T-90 tanks, the Akash SAM battery, and the BRAHMOS cruise missiles, although I would have appreciated seeing the most talked about Agni-V ICBM with a range of >5000 km, and then the military regiments in their vibrant colours putting their best foot forward in tandem. But it was the skilful acrobatic display of the BSF women cadets on bikes which were the most extraordinary. Altogether, it was a magnificent demonstration of India’s military might and cultural diversity on this special day. Jai Hind!