Work Snapshot | Brand Strategy and Product Design
Design a ’how-to’ site for Twitch streamers
Client - Twitch
Role - Senior Director User Experience and Strategy
Involvement - Account Relationship, Lead Product Designer, Strategist
Date - 2018
Agency - Projekt202/Cibo
Challenge
In an ever growing competitive landscape, Twitch needed help thinking through and designing the best educational experience to support their creators, to succeed on Twitch and ensure that Twitch remains the streamers platform of choice. All of platform competitors have high quality education resources readily available and Twitch creators wish this was something they provided.
My Responsibilities
Team leadership and mentored a team of 4 Product Designers and Content Strategist.
Partnered with the client stakeholders, Twitch Leadership, product, development teams to prioritize, shape, influence experience strategy /goals/solutions and drive collaboration touchpoints with the cross-functional team.
Hands-on UX research, design effort, client design workshops, and work reviews.
Worked with account management to plan, coordinate, develop project workflow and client communications.
Results
Twitch Creator Camp, a new educational resource that helps newcomers learn the basics of streaming, as well as how to build up a channel, connect with fans, and earn rewards.
Designed an educational experience to engage and retain creators by giving them the tools they need to thrive.
Branded and designed a responsive, personalized educational platform for Twitch creators of all levels to have access to the information they need to meet their goals in an easily digestible format.
A discovery experience, a place to learn, and connect with other creators/community.
Provides’ multiple ways for all creators to learn and be successful in their own way.
Live site: www.twitch.tv/creatorcamp
Fun Facts
True or False?
More people subscribed to video game streaming than HBO, Netflix, ESPN, And Hulu, combined.
TRUE!
For reference, Netflix’s subscriber base is about 100 million and Hulu has 12 million. PewDiePie alone has over 61 million YouTube subscribers.* According to a SuperData Research report, the “worldwide gaming video content audience” includes almost 665 million people worldwide and they predict it will grow 21% by 2021.
*Note that this is in part because Netflix and Hulu are paid subscriptions and YouTube and Twitch are free for the most part
… But do people really want to watch video games instead of playing them?
48% of gamers spend more time watching gaming videos then playing them.
Experience Features
Interactive video based learning - Weekly Live Streaming Tutorial Events
Microlearning - Short learning nuggets
Social Learning - Twitch community generated content
Content curation - Quality over quantity
Adaptive or personalized learning - Questionnaire and Activity based
Gamification - Achievements / “Playful-Celebratory” visual cues
