Client: Cody Ko

Project Title: Cody Ko Thumbnail Designs

Project Type: Digital

Year: 2023

Objective: Create thumbnails and test various iterations using A/B Youtube algorithm testing

Design thumbnails for a popular youtubeR to generate more views and compare them to iterations by tracking performance

OVERVIEW

Cody Ko is a Canadian comedian, YouTuber, podcaster, and former software engineer. He initially gained popularity on the video platform Vine, where he generated a large following. After Vine's shutdown, he transitioned to YouTube, where he creates comedy videos combining humor with casual, entertaining conversations.

guidelines:

these were the boundaries provided by the production team

  • The thumbnail style we strive for can be defined as: beautiful, clear, simple, and persuasive.

  • The title and thumbnail should work together in unison to complement each other

  • Viewers should be able to download and understand the thumbnail instantaneously

A/B Testing Process: What is it?

A/B testing compares two+ versions of an image to identify the best performer. It’s a method that helps you make decisions based on real data rather than just guessing. It compares options and tests them to learn what viewers prefer.

Whenever a video is uploaded to YouTube, you’re able to see a video’s relative performance in relation to the last 10 uploads. 1/10 is the best. When a video falls into positions 1-4, it was categorized as an upper-decker. Anytime a video is in the 7-10 position, it warrants an evaluation of the packaging. From there, you can make improvements to the title or thumbnail to improve the click-through rate.

This is what that looks like:

Creative approach

As a designer, I had to understand Cody’s audience and the overall brand of his YouTube persona. As a fan before this design challenge, I rewatched several of his videos to understand his tone and the messages that he wanted to convey throughout his videos.

Below are some examples of redesigned thumbnails that I created for A/B testing:

BEFORE:

AFTER:

Skills:

Adobe Illustrator

Adobe PhotoShop

COlor theory

Asset organization

A slight hiccup:

During this project, I documented my experience with this challenge. However, also during this time period, AI-generated content started to become more popular. Ultimately, the production manager determined that AI-generated thumbnails were yielding better performance metrics using YouTube’s algorithm, which led to a shortened project.

Key Takeaways/Reflection

1. Understanding audience engagement in the digital space was a big lesson from this project. I had to extensively research the background of Cody’s audience and the demographics of his existing fanbase. I was able to identify that 60% of his current fanbase were female and 40% of them were male. I also had to find what interests them and what doesn’t and through YouTube’s algorithm, figure out which videos were performing better in terms of watch-time.

2. Working under time constraints and maintaining creative consistency is important for a designer to produce efficiently and effectively. With my experience managing multiple projects, I was able to create multiple thumbnails in a timely manner and transfer my management skills over from my prior projects.

3. Adapting to unexpected challenges like competition with AI was the biggest difficulty for me during this project. The unexpected curveball from AI was a unique and modern challenge that I go into depth on below:

AI Capabilities:

I gained a clearer understanding of how AI works for specific metrics, such as click-through rates and engagement. Therefore, I could explore how AI tools can complement my creative process rather than compete with it, enabling me to work smarter and more efficiently.

Human-Centric Design:

While AI is efficiencient and optimizes workflow, I leaned into the emotional aspects of design, an area where humans shine. I aimed to create thumbnails that not only aligned with the data-driven requirements but also conveyed a sense of personality and connection with Cody’s audience.

Growth Mindset:

Instead of viewing AI as a competitor, I saw it as a tool and a learning opportunity. I reflected on how I could evolve my skills to incorporate AI, such as focusing on conceptualization while also crafting designs that evoke a deeper connection with viewers.

Resilience:

While the project's outcome was not what I initially envisioned, it motivated me to continue improving my skills and staying curious about emerging technologies further embracing innovation in my work.

While the project didn’t see completion as expected, the experience challenged me and reaffirmed my passion for design that resonates with audiences.