Overview

YOUTUBE SPORTS

Design System Synthesis
Standardization & Scalability
Enhanced Workflows
Library and File Optimization

LEAD DESIGNER

Deloitte Digital x YouTube
2024-2025

CHALLENGE

YouTube provides subscription-based live sports programming such as NFL Sunday TIcket on two separate products YouTube TV and the YouTube Main App. Although providing the same service, these are two discrete products with their own design and engineering teams. Over time, these separate teams diverged in their design systems and workflows. As plans to expand YouTube Sports developed, the need to synthesize the processes, systems and libraries according to YouTube Foundations standards was required to improve efficiency, cohesiveness, and scalability across all channels and future sports.

SOLUTION

Audit current systems, design files and libraries; find deltas; standardize, ideate and create components for utlimate scalability across all sports, platforms and devices.

Brand EXPRESSION

Ron

Beyond synthesizing foundational elements such as typography and color, auditing existing components would give us an idea of what was easily scalable and what wasn’t. We started with the most extensively designed sports cards from the NFL (or football) as our baseline and then scaled those across the other sports when possible.

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Results

Sam’s Club Express was launched on April 2, 2026 across 600+ clubs in selected markets. In its first three weeks, 65,000 Express orders were fulfilled. The average order-to-delivery time was 55 minutes. That is roughly 3,100 orders per day. Express sales were up 80% as of Q4 FY26 with plans to expand the program across more clubs and markets in the near future.