Cheering
Lead Product Designer • 2022
OVERVIEW
Twitch creators financially depend on the cheering product, which is responsible for XX% of their earnings. Since its inception, the value proposition of cheering had become diluted, overlapping with many other support products that have launched since the introduction of cheering. The goal of this project was to explore and validate new ways for cheering to tell a stronger support narrative and increase its value.
DISCOVERY
We built 3 live prototypes, each highlighting unique value propositions, and conducted a mixed-method study.
Prototype C saw the largest change in attach rate going from 2.60% to 3.43% (+0.88%). Viewers resonated with this prototype because a) it allowed them to amplify the creator's brand and b) it provided them with a new way to create memes that engaged the entire community.
We learned that the missing value proposition of cheering, and the most promising one, was one that involves the community.
Prototype A allowed viewers to make their messages stand out with different font sizes and colours.
Prototype B visualized the amount of a cheer by creating a confetti spectacle in chat.
Prototype C allowed viewers to cheer with meme-worthy screenshots selected by the creator.
PROBLEM
The next step wasn't as straightforward as scaling the screenshot prototype to a full launch. While the concept was received positively, the prototype introduced more work for Twitch creators and our Trust & Safety team.
So the new challenge became: HMW introduce a community benefit to Cheering, that allows viewers to amplify the creator’s brand, without putting a burden on our creators?
SOLUTION
Emotes are emojis created by creators to thank their subscribers. It plays a huge role in the creator's brand and the #2 reason for why users subscribe to a channel.
When a user cheers, they temporarily unlock one of their favourite emotes for non-subscribers in the chanel. This simple mechanic turned the 1:1 action of cheering into a 1:many action, inviting the community to be a part of the cheer.
RECIPIENT EXPERIENCE
If you are one of the lucky recipients of the unlocked emote, a subtle animmation appears in the emote library to alert the user without interrupting the viewing experience.
RESULTS
The new community benefit was received positively by both viewers and creators and we observed directionally positive revenue lift per channel. Creators in particular appreciated that they could promote a product that not just supported them, but benefited their community as well.
“Simple and easy! I like the feature of being able to give emote-access to non-subscribers!”