Margaret Gould Stewart: How giant websites design for you (and a billion others, too)
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Margaret Gould Stewart: How giant websites design for you (and a billion others, too)

What do you think of when I say the word “design”? You probably think of things like this, finely crafted objects that you can hold in your hand, or maybe logos and posters and maps that visually explain things, classic icons of timeless design. But I’m not here to talk about that kind of design. I want to talk about the kind that you probably use every day and may not give much thought to, designs that change all the time and that live inside your pocket. I’m talking about the design of digital experiences and specifically the design of systems that are so big that their scale can be hard to comprehend. Consider the fact that Google processes over one billion search queries every day, that every minute, over 100 hours of footage are uploaded to YouTube. That’s more in a single day than all three major U.S. networks broadcast in the last five years combined. And Facebook transmitting the photos, messages and stories of over 1.23 billion people. That’s almost half of the Internet population, and a sixth of humanity. These are some of the products that I’ve helped design over the course of my career, and their scale is so massive that they’ve produced unprecedented design challenges. But what is really hard about designing at scale is this: It’s hard in part because it requires a combination of two things, audacity and humility — audacity to believe that the thing that you’re making is something that the entire world wants and needs, and humility to understand that as a designer, it’s not about you or your portfolio, it’s about the people that you’re designing for, and how your work just might help them live better lives. Now, unfortunately, there’s no school that offers the course Designing for Humanity 101. I and the other designers who work on these kinds of products have had to invent it as we go along, and we are teaching ourselves the emerging best practices of designing at scale, and today I’d like share some of the things that we’ve learned over the years. Now, the first thing that you need to know about designing at scale is that the little things really matter. Here’s a really good example of how a very tiny design element can make a big impact. The team at Facebook that manages the Facebook “Like” button decided that it needed to be redesigned. The button had kind of gotten out of sync with the evolution of our brand and it needed to be modernized. Now you might think, well, it’s a tiny little button, it probably is a pretty straightforward, easy design assignment, but it wasn’t. Turns out, there were all kinds of constraints for the design of this button. You had to work within specific
height and width parameters. You had to be careful to make it work in a bunch of different languages, and be careful about using
fancy gradients or borders because it has to degrade gracefully in old web browsers. The truth is, designing this tiny little button was a huge pain in the butt. Now, this is the new version of the button, and the designer who led this project estimates that he spent over 280 hours redesigning this button over the course of months. Now, why would we spend so much time on something so small? It’s because when you’re designing at scale, there’s no such thing as a small detail. This innocent little button is seen on average 22 billion times a day and on over 7.5 million websites. It’s one of the single most viewed
design elements ever created. Now that’s a lot of pressure for a little button and the designer behind it, but with these kinds of products, you need to get even the tiny things right. Now, the next thing that you need to understand is how to design with data. Now, when you’re working on products like this, you have incredible amounts of information about how people are using your product that you can then use to influence your design decisions, but it’s not just as simple as following the numbers. Let me give you an example so that you can understand what I mean. Facebook has had a tool for a long time that allowed people to report photos that may be in violation of our community standards, things like spam and abuse. And there were a ton of photos reported, but as it turns out, only a small percentage were actually in violation of those community standards. Most of them were just your typical party photo. Now, to give you a specific hypothetical example, let’s say my friend Laura hypothetically uploads a picture of me from a drunken night of karaoke. This is purely hypothetical, I can assure you. (Laughter) Now, incidentally, you know how some people are kind of worried that their boss or employee is going to discover embarrassing photos of them on Facebook? Do you know how hard that is to avoid when you actually work at Facebook? So anyway, there are lots of these photos being erroneously reported as spam and abuse, and one of the engineers on the team had a hunch. He really thought there was something else going on and he was right, because when he looked
through a bunch of the cases, he found that most of them were from people who were requesting the takedown of a photo of themselves. Now this was a scenario that the team never even took into account before. So they added a new feature that allowed people to message their friend to ask them to take the photo down. But it didn’t work. Only 20 percent of people sent the message to their friend. So the team went back at it. They consulted with experts in conflict resolution. They even studied the universal principles of polite language, which I didn’t even actually know existed until this research happened. And they found something really interesting. They had to go beyond just helping people ask their friend to take the photo down. They had to help people express to their friend how the photo made them feel. Here’s how the experience works today. So I find this hypothetical photo of myself, and it’s not spam, it’s not abuse, but I really wish it weren’t on the site. So I report it and I say, “I’m in this photo and I don’t like it,” and then we dig deeper. Why don’t you like this photo of yourself? And I select “It’s embarrassing.” And then I’m encouraged to message my friend, but here’s the critical difference. I’m provided specific suggested language that helps me communicate to Laura how the photo makes me feel. Now the team found that this relatively small change had a huge impact. Before, only 20 percent of people were sending the message, and now 60 percent were, and surveys showed that people on both sides of the conversation felt better as a result. That same survey showed that 90 percent of your friends want to know if they’ve done something to upset you. Now I don’t know who the other 10 percent are, but maybe that’s where our “Unfriend” feature can come in handy. So as you can see, these decisions are highly nuanced. Of course we use a lot of data to inform our decisions, but we also rely very heavily on iteration, research, testing, intuition, human empathy. It’s both art and science. Now, sometimes the designers
who work on these products are called “data-driven,” which is a term that totally drives us bonkers. The fact is, it would be irresponsible of us not to rigorously test our designs when so many people are counting on us to get it right, but data analytics will never be a substitute for design intuition. Data can help you make a good design great, but it will never made a bad design good. The next thing that you need
to understand as a principle is that when you introduce change, you need to do it extraordinarily carefully. Now I often have joked that I spend almost as much time designing the introduction of change as I do the change itself, and I’m sure that we can all relate to that when something that we use a lot changes and then we have to adjust. The fact is, people can become very efficient at using bad design, and so even if the change is
good for them in the long run, it’s still incredibly frustrating when it happens, and this is particularly true with user-generated content platforms, because people can rightfully
claim a sense of ownership. It is, after all, their content. Now, years ago, when I was working at YouTube, we were looking for ways to encourage more people to rate videos, and it was interesting because
when we looked into the data, we found that almost everyone was exclusively using the highest five-star rating, a handful of people were using the lowest one-star, and virtually no one was using two, three or four stars. So we decided to simplify into an up-down kind of voting binary model. It’s going to be much easier
for people to engage with. But people were very attached to the five-star rating system. Video creators really loved their ratings. Millions and millions of people were accustomed to the old design. So in order to help people prepare themselves for change and acclimate to the new design more quickly, we actually published the data graph sharing with the community the rationale for what we were going to do, and it even engaged the larger industry in a conversation, which resulted in my favorite TechCrunch headline of all time: “YouTube Comes to a 5-Star Realization: Its Ratings Are Useless.” Now, it’s impossible to completely avoid change aversion when you’re making changes to products that so many people use. Even though we tried to do all the right things, we still received our customary flood of video protests and angry emails and even a package that had
to be scanned by security, but we have to remember people care intensely about this stuff, and it’s because these products, this work, really, really matters to them. Now, we know that we have to be careful about paying attention to the details, we have to be cognizant about how we use data in our design process, and we have to introduce change very, very carefully. Now, these things are all really useful. They’re good best practices for designing at scale. But they don’t mean anything if you don’t understand something much more fundamental. You have to understand who you are designing for. Now, when you set a goal to design for the entire human race, and you start to engage in that goal in earnest, at some point you run into the walls of the bubble that you’re living in. Now, in San Francisco, we get a little miffed when we hit a dead cell zone because we can’t use our phones to navigate to the new hipster coffee shop. But what if you had to drive four hours to charge your phone because you had no reliable source of electricity? What if you had no access to public libraries? What if your country had no free press? What would these products start to mean to you? This is what Google, YouTube and Facebook look like to most of the world, and it’s what they’ll look like to most of the next five billion people to come online. Designing for low-end cell phones is not glamorous design work, but if you want to design for the whole world, you have to design for where people are, and not where you are. So how do we keep this big, big picture in mind? We try to travel outside of our bubble to see, hear and understand the people we’re designing for. We use our products in non-English languages to make sure that they work just as well. And we try to use one of these
phones from time to time to keep in touch with their reality. So what does it mean to design at a global scale? It means difficult and sometimes exasperating work to try to improve and evolve products. Finding the audacity and the
humility to do right by them can be pretty exhausting, and the humility part, it’s a little tough on the design ego. Because these products are always changing, everything that I’ve designed in my career is pretty much gone, and everything that I will design will fade away. But here’s what remains: the never-ending thrill of being a part of something that is so big, you can hardly get your head around it, and the promise that it just might change the world. Thank you. (Applause)


  • zarkoff45

    The thing you must always remember about the internet : If you're not paying for the product, then YOU ARE THE PRODUCT. You are being sold to advertising companies. You are being experimented upon. You are being psychologically manipulated.

    Remember the emotion-based research that Facebook, a company whose only product is their users, had experimented on its users by manipulating their news feeds. It's just one example of corporate manipulation of emotion, but it's literally happening all around us at all times of day on the net.

    A company like Google has the power to manipulate elections if they so desire.

  • Open School

    In this engaging and insightful talk, Margaret Gould Stewart passionately explains about the intricacies of designing work carried out by the huge websites like YouTube, Facebook etc., A very useful for those who involved in design work, and it is interesting one for others. Highly recommended. 

  • Random Schmid

    Its so   boring to listen to yahoo employees talk about yahoo and LIKEwise its boring to hear facebook employees talk about facebook. SCALE, PROBLEMS, OUR SOLUTIONS. Such challenges, but at the same time dumbed down and tuned down in complexity so a broad audience understands.
    its the mix that makes such talks completely devoid of surprises and boring to watch

  • Travis Heinze

    Will Google be designing anything for E-Ink screens? You would think more people would want E-Ink to save battery life.

  • vdkmdd

    What an extremely boring and content-less talk. The only interesting tidbit was that 40% of the people are such assholes that they do not honor a picture-takedown notice. Or the system is badly designed.

  • Paul Little

    What a great TED Talk on the subject of obscene corporate bloat! Thousands of man-hours wasted on researching everything from psychology to out-of-date web browsers, just to bring you a slightly tweaked version of a frivolous app.

    But go ahead – keep making millionaires of these dolts, by all means.

  • Lasse Maerkedahl Larsen

    That much talk and that many hours and the design is still not great… I think the question isn't what needs to get done but rather who is doing it and how is their ability to understand intuitive interaction. Facebook is not an example of great design by any means…

  • Jod Life

    "and the promise…that it MAY change the world" does that even make sense, that's like saying "i promise you will maybe win the lottery!!"

  • Xaeravoq

    shes has a picture of herself on drugs that she wants taken down. its only funny when you drink your drug. if she smoked her drug this would never air.

  • Kristen

    why is everyone hating on this video? i found it really interesting and thought-provoking, and margaret seems very intelligent and sweet…. people are rude

  • chloupichloupa

    Yeah sure, Facebook totally works to answer the needs of the population… facepalm

    This woman is so biased, this is just a big ad for Facebook…

    Let's take people by the hand and "guide" them through their relationships because they're simply too lazy or insecure to do it themselves. Let's just insert Facebook in the middle of the human links. This stupid centralization for organizations allowing human connections is a big mistake, and we'll realize it soon enough.

  • seiri5s

    There are even cheaper and lower end phones (which support internet) other than those three shown towards the end of the video…

  • parabot2

    To have total control of this planet you have to control as many as you can without them realizing  ,  control of all data on all platforms .  Do people  think they care if you have a better experience , its all about testing and nudging you into the correct reality they give you .

  • feygan

    280 hours for a button design? From someone I will presume is a professional designer highly experienced in their field of work. Way to go to set yourself up for an easy two months worth of bills paid, and I thought it was lawyers who were the experts and adding on hours to a job invoice.

  • VicInNocal

    This silly lady works for Facebook & used to work for Youtube, 2 sites that constantly change their design FOR THE WORSE.  Twitter too, every time either of these 3 sites rolls out a new design all I hear is groaning, including my own.

  • Tom Stesco

    This talk is ridiculous. After telling us how big the internet is she shamelessly takes credit for google, facebook, and youtube. I am an engineer. When this women says "design" she actually means "the looks". Aesthetics are important, mass scale enforces this – along with literally everything else. Dont forget that.


    "Beautifully crafted objects you can hold in your hand" "Use all the time, that live in your pocket" This is a festival of innuendo.

  • Richard Karpinski

    Crazy wrong. Read The Humane Interface by Jef Raskin. See about using ZOOMING to alleviate the problems of the small screen. BzWeb designed a zooming interface for a cell phone. I think it won prizes but never was introduced as an actual product. TOO DIFFERENT, TOO RADICAL.

    OK, here's what we do. We make a low cost game that uses zooming all the time. Gamers don't mind learning stuff to play a better game. Make it open source. Foster teams to continually improve the games derived by participants. Then make a browser and wiki to bring such zooming to much wider audiences.

    But the user interface doesn't stop with the icons. The honesty and integrity of what the company does with the data supplied by vast numbers of users matters too. Failures here will be very costly to the image of the company and its profits. 

  • What I learnt today

    "Being a part of something that is so big you can hardly get your head around it, and the promise it just might change the world"

    Is it wrong that I jumped straight to thinking of the movie "The Zero Theorem" where a guy works his whole life for a difficult problem that was meaningless?

  • seededsoul

    "Why would we spend so much time on one small detail??"

    Because you were able to leverage the rowing twins' idea to make billions of dollars, which you waste on minutiae because you can. At least Google spends it on interesting things like satellite inagery companies and self-driving cars.

  • Ryan

    This felt like a facebook sales pitch. The showing of a photo from her archetype facebook profile, her language was reminiscent of a sales pitch "research shows", "huge impact" etc. I'm disappointed to see the glorification of social media's polarised opinion system on TED.  This medium is restrictive, people being designed for are expected not to have a critical thought in their head,

  • Mike Downes

    this video and ideas from @Margaret Stewart just made my day..
    ''But what is really hard about designing at scale is this: It's hard in part because it requires a combination of two things, audacity and humility — audacity to believe that the thing that you're making is something that the entire world wants and needs, and humility to understand that as a designer, it's not about you or your portfolio, it's about the people that you're designing for, and how your work just might help them live better lives.

    Designing for low-end cell phones is not glamorous design work, but if you want to design for the whole world, you have to design for where people are, and not where you are.

  • Jose Park

    I think she use so much photo about facebook.
    It makes this lecture such as facebook ad.

    It should be need modification.

  • Petko Ditchev

    I really want the rationale behind getting rid of the per person filters for the wall content. It would be fun the hear how they phrase "We want you to see what we want you to see, and not want you want to see".

  • betamosquito

    Ugh, all of those resources and the designers still couldn't figure out that people want an immediate solution to the picture that could harm their reputation, BEFORE it has a chance to damage said reputation.
    Try talking to a person sometime

  • Howard Farran

    Thank you so much Margaret Gould Stewart for sharing your immense knowledge so our team can apply your amazing knowledge to our little website Howard Farran DDS, MBA 

  • hahahut2007

    Fail to see insights from this video. It is not really offering any new stuff. Cross-browser compatibility is not a problem for giant website only. It is actually getting easier with newer browsers comply with standards. Using data analysis to learn about users is not new either. What's new is websites that gather huge user base. But she failed to shed lights on anything that is different between smaller websites and bigger websites. Nor did she share anything unique they learn about their users. 

  • Paola Roldan

    It's a bit of a stretch to say Facebook buttons are something the entire world wants and needs. Talk about living in a bubble.
    Really interesting topic but it's a shame the way she approached it and her patronizing and condescending tone she used.

  • Eduardo Valdez

    Some great designers could create a whole new and much better facebook interface in 280 hours. Is it bureaucracy or lack of creativity? 

  • Ciprian Amarandei

    This lady promote Facebook as being designed around users and not the other way around…FALSE. I can understand the lack of disLike on Facebook since is a network promoting friendship and you don;t want "friends" disliking your posts. 

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