As a Product Designer at Joy Calls Group, I was responsible for creating the web UI from scratch by gathering requirements, making prototypes and visuals, communicating with managers and developers, and testing the results.
Investors saw a growing market in the streaming industry and a place to have quick ROI The steamers market is continuously growing, but there's a lack of tools that allow streamers to monetize their streams and entertain the audience.
Lack of income sources for streamers Even though streamers have 3 income sources: donations from viewers, channel subscribers, and brand deals. The main income came from donations witch can be very limiting and very much depending on the channel size.
Limited engagement tools limit the number of viewers getting involved in streamers activities The market provides only several donations services, and streamers try to make different entertainment activities based on just donations like creating voting poles, participating in challenges, and organizing giveaways. There were no adapted for this use tools. Most of these activities on streams are based on who makes the biggest donation. That makes some viewers stop early in their engagement because there is no return for them or not willing participate in the first place.
The opportunity and the challenge
Creating set of engagement tools for streamers to connect with viewers and provide a variety to the sources of streamers' income.
Analize existing streamer tools
Mapped main tools and main competitors
Viewers make simple donations
Streamer organizes giveaways with random items
Donations for particular goals
Viewers vote for displayed options through donations
We created a list of possible solutions, that might be interesting for streamers to have as a one-stop solution for all their needs
Auction and its variations
Viewers make bids for the prize
Viewers create challenges for streamers to pass
Wheel of fortune
Viewer make donations with a chance to win something
Viewers create quiz tests to streamer so streamer can win the viewer's money
Viewers vote for displayed options thought bids
Viewers make simple donations
We decided to start first with an auction tool
Streamers were already implementing the other solutions through donations or competitive tools. The auction was a new tool never implemented before by anyone. The success of it can go both ways, implementing it was a bid for a team. Our decision was based on assumptions:
The auction will generate 10x income in comparison to average daily donations. That leads to an increase in streams revenue.
Viewers who never donated will start making bids for the prize from the streamer. That leads to an increase in streams revenue and engagement.
I created user-profiles and journey maps to detect the major pain points of the interface and interaction for the first tool – auction
Showmen like playing and engaging the audience. They care more about views and receiving comments. They earn money on donations, and better engagement leads to bigger donations.
E-sportsmen streams to get more training done before the competition. They don't care much about the audience and earn money from competitions.
We targeted the showmen type of streamers with middle-size channels (300+ viewers) at the beginning. Big size channels wanted money for a product advertisement.
So there're different types of viewers: newcomers and all-time viewers, as well as regular donating and never donating on the stream.
Our target audience at the beginning would be donating all-time viewer. He wants to be entertained and he is willing to participate in stream activities.
After I created user profiles I switched to creating Journey Maps to test out the user flow and major pain points of the interface interaction.
User Journey Maps
CJM Streamer and viewer
After connecting with streamers the main worries for streamers and viewers were established.
Worries of a streamer
As a streamer, I don't know what is an auction and why it's interesting to me and my viewers
Design landing page explaining the auction
As a streamer, can I generate a good auction prize and explain rules to viewers
Design interface for creating and managing the auction, with useful tips and suggestions
As a streamer, will I be paid at the end of the auction
Create an interface for withdrawing the profit and create bidding logic to ensure payment from viewers. And provide support to our first streamers, so they don't worry about the auction setup
Worries of a viewer
As a viewer, I don't know what auction is.
Create an interface to make bids and see auction progression.
As a viewer, I want to see I am in the right place to make bids
The interface should have an FAQ about what is an auction, and its rules. The interface should have the streamer's visual brand.
As a viewer, I want to see that my bid was counted, and I want to see the reaction from streamers and viewers
Create a widget for the streamer to display auction leaders and new bids.
As a viewer, I want to be sure I get my money back if I lose, and I will get the prize if I win
Provide a clear stage to an auction status. Make sure FAQ has answers to all questions at on plase.
For the streamer, I divided the creating auction process into logical steps: provide a description, set-up widget, get paid, and promote the auction. The auction display
For the viewer, initially, I thought of embedding the video player on the auction page so people can view and bid in one place or making a list of all the auctions viewers can participate in. But after creating a CJM I realized that viewers will come to the auction page to make a bid and immediately go back to watching the stream. So all information for the viewer should be presented on one auction page and the rest should be mostly on the wid
I unified the auction page layout with status and description both for streamer and viewer so it's easier and faster to develop.
Giving feedback to viewers on new bids and actions taken on the BidOn platform.
What we defined as success
We defined a low bar expectation metric to see if the tool at least working and a high bar metric
The auction had at least one bid made.
Streamer has increased the viewer's engagement
What we've learned from the first auctions
After running several first auctions we saw several issues with the running the auction experience
Auction wasn't grabbing viewers attention
To see how the tool is performing we were measuring the chat activity and we noticed little to no reaction initially to new bids in the auction. One of the issues that I noticed was a widget. Initially, I based a widget design on common trends of stream widgets to be as minimalistic as possible, not to destruct viewers from streams. It appeared to be a wrong assumption, that was confirmed after a widget redesign. For "unknown" things it's better to bring more attention, so viewer start asking questions ad participate
Streamers don't really know how to engage viewers
Streamers didn't know how to engage viewers in the auction as well. We prepared a presentation for them with tips and added more tips in streamers interface.
Long auctions were less dynamic
We experimented with auction length to see the dynamics of it. Most of the time all the action for the auction was closer to its end, we added recommendation to keep auctions short within 2-3h
Lack of customization to match streamers brand
Streamers wanted more customizations for widgets right away, and we upgraded the widget possibilities for custom design and voice message.
Auction in real life
The widget with first bidding appear on 4:20 mark
Initial lack of trust from streamers in Bidon
Streamers had a lack of trust in the project, and they didn't want to facilitate auctions by themselves.
Poor retention, too many steps to do for the auction stream
Organizing auction streams took time, which streamers didn't want to spend doing. They were interested in auctions only with personal assistance during the streams.
Interest in different type of tools
After releasing the auction and communicating more with streamers we noticed bigger interest in a different types of tools, which we started designing and developing
Auction = Gambling
For some Russian mentality auction was considered as gambling. And because of that banks and payment systems considered it risky to work with us and generated huge payment fees and because of that there were bigger fees on streamers, which they didn't like at all.
Even though we were prepared to run the next tools and features for streamers that were not like auctions, we couldn't find a better payment provider that was willing to work with us on reduced fees quickly enough. Investors decided to redirect their money to another project that seemed more profitable.
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