ROLEUX Research
Product Design
Visual Design
TEAM3 Designers
1 Researcher
1 Design Mentor
DURATIONJan 2025 -June 2025
TOOLSFigma
Adobe CC
LLMs (ChatGPT, Gemini)
Overview
As short-form video platforms rise in popularity, creators face challenges in efficiently producing engaging content at scale. With generative AI technologies advancing rapidly, platforms like YouTube Shorts are exploring ways to embed AI into creator workflows without compromising the creative spark. This project addresses how to integrate GenAI into the content creation workflow intentionally.
Solution Sneak Peek.
The Challenge
Research Insights
one-size-fits-one, not all.
Creators indicated that a consistent personal style across their content is important.
Design Solution
Why it Matters?
Lightweight creators make up the majority of Shorts users and are the engine of the platform’s reach and cultural relevance.
They are often the earliest to experiment with new formats, trends, and ideas, but they’re also the ones most likely to drop off when the creation process feels complicated or intimidating.
By making content creation easier and more flexible for them, we’re not just improving usability; we’re empowering the largest and most influential segment of the platform.
The brief - ‘Integrating GenAI into Shorts Workflow’ set a wide canvas.
That meant AI could live anywhere in the creative workflow, from ideation and scripting to editing and publishing. Instead of narrowing in prematurely, we used this openness as a chance to understand the creator journey deeply. Through research, we mapped pain points across each stage to identify where AI could meaningfully support creators, rather than just automate tasks.
The biggest friction lives in the early and middle of the workflow, when ideas are still taking shape and creators need the most flexibility.
Defining Success
the blank canvas problem
Scripting was noted as the most frustrating stage of short-form video making.
We anchored our decisions in a set of design principles that defined success and kept the solution creator-first.
Reduce repetitive work so creators can focus on what matters most: their ideas and storytelling.
Shorts SandBox
Keep each creator’s unique voice and style intact, ensuring AI enhances rather than flattens individuality.
Make getting started feel simple and unintimidating for early creators.
the dread of editing
Editing emerged as the stage where creators spend the most time, often describing it as the heaviest lift in their process.
Ensure the creator is always in control, with AI acting as a collaborator — not the author.
A co-creative idea generation tool that helps creators shape a story using curated inspiration, smart prompts, and script guidance.
Brand Kit
A personalized AI toolkit that remembers a creator’s voice, style and tones, offering consistent, low-effort editing support.
View more while you are still here:
Usability Studies | UX Design | UX Research | A/B Testing
Examining and evaluating the usability of the newly integrated collaborative elements within the code review feature.
UX Research | Qualitative Analysis | Interviews | Observational Studies
Understanding educators’ perspectives on the role of LLMs in academic settings.