Twitch

Balancing the needs of multiple stakeholders.

IMG_Top_Twitch_01.png

Before the Prime Days

In early 2014, Twitch cemented its place as one of the four largest sources of Internet traffic as millions of live video streamers worldwide chose it as their platform of choice to share their video gaming passion. Twitch’s success in the market could be heavily attributed to their seamless user experience for live steamers. Ultimately, the company’s decision to exclusively focus on video game streaming stimulated rapid, exponential growth, which led to its acquisition by Amazon in August 2014.

Challenge 

To craft a custom landing page experience that showcases Hearthstone Week On Twitch.

Back to the basics

In the past, Twitch would typically limit partner branding, even during co-sponsored campaigns, to standalone banners or sidebars. After examining the closely intertwined nature of the Hearthstone and Twitch community, I recognized that Hearthstone Week was not simply about promoting Twitch-exclusive content, but about celebrating the importance of each individual Hearthstone player in making the Twitch platform what it is today.

OUTPUT

The equally co-branded landing page created an environment:

  • Where individual Hearthstone users could promote their channels on Twitch by participating during Hearthstone Week.

  • Increased the the overall number of Hearthstone players on video game hardware and mobile platforms.

  • Increased overall viewership and audience engagement on Twitch.

 

Ideas Assembled

First, I visualized key points, ideas, and communication objectives integral to achieving Twitch’s goal into a sketch of the custom landing page.  Using my highlighted notes and drawing, I then created a complete design concept using Adobe Photoshop and Illustrator.

....And Beyond

This project produced hi-fidelity wireframes for stakeholders that not only achieved its overarching goals to increase Twitch viewership and Hearthstone downloads, but also highlighted the concept of partner co-branding on Twitch as a means of celebrating specific video game communities and live streamers.