Revamp Incentive System

Mechanism Design in 17LIVE (Jan 2023 — Mar 2024)

Project Overview

This is a one-year global product initiative aimed at increasing the streaming frequency of mid- and lower-tier streamers, attracting new streamers to the platform, and enhancing audience engagement.

I led the design of a competitive incentive system that leverages gamification to strengthen the cohesion of the streaming ecosystem.

My Contribution

Leveraged UX strategy and competitive research to guide the project, including wireframe, UX writing, usability testing, and design thinking workshops. Conducted user interviews and diary research in collaboration with the user research team.

By applying UX skills, successfully proposed and drove functional changes, influencing key decisions through design.

Project Participants

Collaboration

・Product team (PM, PDA, UR, UI)
・Design team (GUI, Animation)
・Engineering team (Web, App, Algorithm, QA)
・Translation team (TW, JP, US)
・Legal team

Stakeholder

・Marketing team (TW, JP)
・Streamer management team (TW, JP, US)
・Head of Product team
・CEO

Version Iteration Process

After the initial launch, the system encountered strong resistance from users, who found the changes too disruptive. This feedback led to three major iterations, during which we refined the design, adjusted key mechanics, and addressed user concerns before successfully rolling out the improved version.

Project Process

This project was the largest development initiative to date and was prioritized as the top priority at the time. To optimize its feasibility and stability, we implemented a multi-layered review and testing mechanism.

Project Objectives

After the initial redesign faced global user backlash, I led user research and localization strategies, starting with US market testing that drove 50% higher engagement.

Through design thinking workshops and cross-regional collaboration, the final implementation contributed 8.2% of the contract streamer DAS (Daily Averaged Streaming).

Competitive Analysis

Study competitor gamification mechanisms, including leveling, virtual points, rewards and penalties, and analyze user engagement through gamification theory.

Research Insight

Our research approach incorporated multiple methodologies to ensure a comprehensive understanding of user needs and behaviors. This included conducting in-depth user interviews to gather qualitative insights, implementing diary studies to track user experiences over time, reviewing previous reports to identify existing trends and pain points, and closely collaborating with user researchers to validate findings and refine our design strategy.

Redesign the incentive system (V1)

Design a new incentive cycle diagram for the live streaming ecosystem, focusing on creating a balanced reward system that drives engagement. The new model ensures meaningful participation incentives for both streamers and viewers by integrating gamification elements, optimizing reward distribution, and aligning incentives with platform growth objectives.

UX Design

Create wireframes (both website and app), draft UX copy, and describe interactions and logic for engineering evaluation. Present the new project to cross-national stakeholders.

In this incentive system, streamers level up by collecting snacks and gifts from fans, which increases their revenue share.
Fans can earn valuable snacks by accumulating watch time. They can support streamers' level-ups by sending snacks or give gifts to help streamers gain exposure.

The incentive system has also been updated on the website, allowing users to view detailed rules and guidelines.

Usability Test

Conduct internal and external usability testing using Userberry, design minimal adjustments for all pain points, prioritize development, and propose to stakeholders for regional testing of the second version.

Result of V1

The system was launched but received overwhelmingly negative feedback, resulting in an immediate rollback.

Minimal Scope Design Changes (V2)

We found that the harsh penalty system in the new mechanism made leveling slow for streamers, despite an increase in broadcast days. (The penalties was well accepted in the U.S. region, but too harsh in TW and JP region.)

Diary Research & Group Interview

We used diary studies to gain a deeper understanding of the user journey and presented proposals to them to gather feedback.

Design Thinking Workshop

Based on the reports, combine gamification theory to brainstorm design ideas aligned with playfulness strategies in 2 workshops.
We successfully convinced upper management to reframe the deduction mechanism as a leaderboard competition.

Overhaul the Mechanism

Redesigned the growth journey for streamers and fans by introducing tier-based rewards and varying difficulty levels, creating an engaging progression experience. This system ensures both free and paying users can participate in the upgrade process.

Developed a new incentive loop where streamers and fans share a common goal—helping the streamer reach the top. Throughout this journey, streamers gain exposure and monetary rewards, making the climb more rewarding.

Final Release (V3)

The final version not only allowed streamers and viewers to participate together through competitions, enhancing excitement and a sense of achievement, but also eliminated many overly complex mechanics.
This successfully increased streamer revenue while maintaining the company's profit-sharing ratio.

Project Challenges

Result Summary

1. Contract streamer contributed 8.2% of the contract DAS (Daily Averaged Streaming).
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2. The stream rate of overall contract steamer has increased from 78.1% to 79%. Among them, the stream rate of Level 1-10 has increased the most, has increased from 48.9% to 57%.
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3. The low to mid level (Lv 1-50) streamers who opted in new system this time have more than 20% improvement in the streaming metrics, including streaming duration, stream days, snack exp and received points.
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4. Viewer full snack rate increased by 11%, avg snack exp increased by 8%, and view >= 2 mins rate increased by 6%.

My Learnings

1. Cross-Team Collaboration and Proposal Skills
Through collaboration with international teams, I've developed effective communication strategies and learned to proactively propose solutions when project goals change.

2. User Needs and Cultural Differences
I've learned how to balance the needs of broadcasters and viewers from different cultural backgrounds, and how to adapt design mechanisms based on feedback from different markets.
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3. Gamification Design and Incentive Mechanisms
I've gained a deep understanding of gamification theory and applied it in real-world projects by designing appealing leveling systems and incentive mechanisms to boost broadcaster and viewer engagement.
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4. System Adjustments and Iteration
I've learned the importance of continual iteration and adjustment in the design process, identifying issues through feedback and making changes to ensure the final design meets expectations.