Our previous content, including posts and live stream videos, had low share rates and engagement.
To attract new users through content distribution, we are introducing a live stream clipping feature, allowing fans to clip and share key moments during or after the stream on social platforms.
My Contribution
Conducted competitive research and user interviews to refine the user journey. Created wireframes and low-fi prototypes, iterating designs within technical constraints to allow for development breakthroughs.
Also contributed to UX writing for clear and consistent communication.
Project Participants
Collaboration
・Product team (PM, PDA, UR, UI) ・Engineering team (Web, App, Algorithm, QA) ・Translation team (TW, JP, US) ・Legal team
Stakeholder
・Marketing team (JP) ・Head of Product team
Project Objectives
Research & Data Insight
Through user interviews and analysis of archived live stream usage, we found that streamers struggle to efficiently share highlights, and their willingness to use the feature is low. While they already engage in this behavior, they lack a convenient tool to help them distribute quality content.
Design Concept
Empower loyal fans to clip and share stream highlights, attracting non-fans to the live stream and boosting exposure for the streamer.
UX Design
Since streamers highly value their content rights, they need control over clipping permissions. By allowing selected fans to help create and share clips, content can be easily distributed to third-party platforms and attract users into the live stream.
Challenge
Live stream clipping is an entirely new feature for our users, so we need to launch the MVP swiftly to validate user engagement and gather feedback for further iterations.
Result Summary
1. Clip of livestream function will attract users to publish more offline content: Overall offline content has increased by 0.4%, and 10% of creators are new offline content creators, which may benefit in building community in the future. 2. Clip of livestream are enjoyable content type to users: The share count per clip of livestream is higher than post and normal clips. The click rate of clip section in both homepage and explore page is high. 3. Clip of livestream has not attracted much new registration via sharing to SNS: The install and register rate of 90s clip is relatively lower than other sources, and it has not brought many new registers.
My Learning
1. User feedback is crucial for guiding design direction: Early testing with real users helps ensure the design meets their needs and is well-received. 2. Fast iterations are key in MVP development: Quickly launching the MVP allows for real-time feedback and adjustments, helping to improve the feature. 3. Time constraints require prioritization: Focused on delivering core functionality within tight deadlines, ensuring a smooth launch while limiting unnecessary design changes.
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