Fashion and beauty videos, particularly haul videos- those that summarize a recent shopping trip- have quickly grown into a YouTube phenomenon. Today, over 50 million people devote more than 1.6 billion minutes watching these videos. My thesis explores opportunity areas to develop products, services, or systems that support YouTube creators and consumers, retailers, and other media channels involved.

Exploratory Research

We created five of our own fashion and beauty videos over the course of the project to gain insight on the felt-life experience of haulers. Over repeated attempts, we became more familiar with the challenges of planning, shooting, and posting videos.

To better understand this trend, we conducted an analysis of haul videos. We viewed a large collection over time expanding our viewing to include not only hauls but also lookbooks and makeup tutorials because haulers also made these types of videos and made them available in the same channel as their haul videos.

We identified expert and novice haulers, and watched videos noting key differences. With experts, we also watched the evolution of their expertise as they developed a fan base over time.


To make sense of the data we collected, we iteratively produced many maps and diagrams throughout the data collection process. One of the first observations we made in analyzing the haul videos was that creators were making more than simply haul videos.

A value-flow stakeholder map helped reveal the relationships between the underlying system and these consumer generated videos.


Through an ongoing discussion of our findings, maps, and diagrams, we have identified several opportunities where interaction design could have a significant impact on the video hauling universe.

We have chosen to focus on how fashion and beauty videos are consumed and are in the process of developing and testing concepts within this space.