Twitch Prime

Designing a visually compelling
and efficient gaming deals platform

User Testing • Visual Design • Prototyping

Twitch Prime was suffering from low interest and engagement from gamers, who make up the majority of its user base

Overview

In 2014, Amazon bought Twitch, the popular live streaming platform for gamers. Two years later, they created Twitch Prime, a subscription service that offers gaming deals. Subscribers can claim free games, a free subscription channel, and various loot and deals.

Problem

Users were not engaged. Site data showing that of the users who signed up, few would claim more than a single loot.

Goal

The business goal was to improve user acquisition and retention by increasing click-through-rates on primary CTAs (Sign Up and Claim Loot).

Role

Design lead

Scope

Responsive web

Skills

Usability testing
User interviews
Lo to hi fi mock ups
Visual design
Prototyping
Stakeholder mgt

Final Designs

Landing Page

A captivating and informative home page
clarifies Twitch Prime benefits and induces action.

Logged In Page

Personalized categories, improved navigation
and a dropdown preview allows users to easily claim loot.

Our research found that gamers didn't understand Twitch Prime nor its benefits, and had difficulty claiming loot

Research Methods

My team and I gathered 34 current Twitch Prime users and potential users (gamers and Twitch users) for user testing on the current site. We prioritized users who do not already have Amazon Prime, for these are the ones who would generate the most revenue for Amazon.

We conducted 14 interviews in person to allow us to sit down with the user and ask questions about their thought process. 20 more interviews were deployed online through UserTesting.com to gather feedback from a global audience.

Some quotes from our user interviews include:
"All I want to do is find my favorite game."
"I don't know, if I only have Twitch Prime, can I also get Amazon Prime for free?"
"It’s not clear if signing up gets me the loot or do I need to do more?"

Synthesis

I grouped insights from the user interviews into 11 categories. I then mapped the categories by ease of implementation and high impact, and selected the topmost categories to focus on for redesign.

Top Pain Points

I found 3 main pain points: Lack of clarity on Twitch Prime and its benefits, friction in finding and claiming loot, and a lack of personalization throughout the platform.
#1
Lack of clarity on
Twitch Prime
Gamers were having trouble understanding what Twitch Prime was, what it offered, and what its relationship was to Amazon.
#2
Friction in finding
and claiming loot
Gamers were having difficulty finding loot for games they play. Upon finding loot, they often had trouble claiming loot and dropped off.
#3
Not compelling
or personalized
Gamers didn't feel excited about Twitch Prime or its offerings. There was no sense of urgency or personalization that might incentivize them to engage.

Hypothesis

By clearly conveying Twitch Prime benefits, reducing friction to claim loot, and personalizing content, we can improve user acquisition and retention

We generated a variety of lo fi sketches and mockups, and evaluated them through client, user, and team feedback

Design Decisions

I realized that potential users have different needs from current users. Potential users wanted an informative and compelling experience to understand what Twitch Prime is and why they should subscribe, whereas current users wanted to immediately access the library of games and loot. With this in mind, we split the home page into 2 screens: a landing page for potential users, and a logged in page for current users.

Landing Page Iterations

Landing Page: Design considerations

For the landing page, the primary goal was to acquire new users by informing them of the benefits of Twitch Prime, and by creating a compelling experience. One of the considerations we explored was a short and straightforward layout vs a longer and more informative layout. We ultimately decided the longer layout would bring more opportunities to clarify benefits and sell the users on Twitch Prime.

Logged In Page Iterations

Logged in page: Design considerations

For the logged in page, the primary goal was to make it as easy as possible for users to find and claim loot. We explored different card sizes, page categorizations, a live community feed from Twitch, and more. After discussing with stakeholders, we decided against a live Twitch feed to prevent from directing traffic to Twitch instead of Twitch Prime. User feedback also called for significant reordering of our categories to prioritize loot and game cards played by the user, as well as loot expiring soon (instead of new loot this month).  

Final Designs

Landing Page

A visually compelling and informative landing page spells out the exciting benefits Twitch Prime has to offer while appealing to the gamer culture and community.

Above the Fold

  • The visuals and the copy (Amazon shipping box, Twitch crown, "included with Prime", etc) all work together to connect Amazon and Twitch Prime.
  • A countdown timer creates a sense of urgency while the CTA reassures the user that a free trial is indeed free.
  • The most salient benefits, as identified through user interviews, are spelled out in distinct categories.

Below the Fold

  • Attaching a monetary monthly savings value and showcasing the loot drops available within the month make the benefits more immediately tangible.
  • Details of each benefit are presented alongside popular games and streamers to further encourage the user to join.
  • Pricing is explained clearly with a pricing table explaining membership fees. Users who want to immediately find pricing can do so through an anchor tag in the top nav bar.

Logged In Page

A personalized, categorized, and efficient library reduces clicks and browsing time for users to claim loot for games they play.

Above the Fold

  • A navigation bar with search, gifting, notifications and account settings orients users and allows them to directly search for games.
  • A featured game with social media brings a sense of community and FOMO.
  • Favorites games on Twitch as the first category immediately surfaces the games the user plays and associated loot.

Below the Fold

  • Previously, users had to click 3 times to claim loot. With this design, loot cards are brought to the surface for immediate claiming.
  • Each game or loot category is personalized and ordered according to user priorities as discovered in user interviews.
  • Free subscriptions are highlighted in their own section as a primary benefit that many gamers overlook but desire.

Gamers and client stakeholders were delighted with the new Twitch Prime experience

Validation Testing

I validated our designs with 10 potential and current users, including some who had been previously interviewed for this project. The feedback was mix of validated and invalidated design decisions– for the invalidated designs, we incorporated their feedback into the final designs seen above. Overall, the feedback was overwhelmingly positive with particular delight on the social proof, personalized categories, and visual design.

Some quotes from our interviews include:
"I would click on New Loot Recommended for You...here it is much better because you can see exactly what you’re getting, which game you’re getting it for, and also, you can claim right away because the button is right in front of you."
"I want to claim the loot now and will definitely bookmark this page for future loot."

Learnings and Implementation

Stakeholder management was a large lesson learned for this project. As we discovered, there are a multitude of Amazon stakeholders who touch Twitch Prime in some way. My team and I presented our designs to the product marketing team, the product design team, the product manager, and Amazon Game Studios. Each and every stakeholder must approve the design for it be fully carried forward– as it were, we handed off our designs and expect them to be implemented in piecemeal fashion.
View our design decisions live at Twitch Prime or Amazon's Twitch Prime section!
Presentation and discussion with Pat, Head of Marketing for Amazon Game Studios