Animaze is an installable PC experience that allows for streaming and video chatting online as a fully customizable character.
QUICK OVERVIEW
In this project, I designed an onboarding experience that clarifies Animaze's use case to the customer, streaming, while addressing navigation issues our customers were facing. I was the sole designer creating the designs and running the research.
Monthly Retention After Release
8% +
Daily Active Users Streaming After Release
15% +
Research and Insights
After conducting qualitative research, quantitative research, and several conversations with the team with the help of my product manager, we came together to discuss a couple of challenges before starting the project.
Our customers had 2x more retention when they did stream with Animaze. Coincidentally, only 40% of our daily active users did this.
The process of streaming with Animaze can be laborious and technical. Previous benchmark testing revealed customers took 30 mins unguided and had to go through 3 different applications to set up.
A direct connection to Twitch was not possible at the time because of resource and time limitations with our engineering team.
Customization made us distinct from our competitors. Every other competitor only allows importing of custom avatars with no native customization.
Designing the Onboarding Experience
Components
After running competitive analyses, we aligned with engineering to create two components – one for teaching people how to stream and one for how the app works – helping to expedite our development timeline. Because we didn't know much about streaming, my manager suggested we learn as much as we could by presenting the streaming tutorial tooltip all the time.
FOR STREAMING INSTRUCTIONS (ACROSS 3 APPS)
FOR EDUCATING USERS ABOUT ANIMAZE
Proposed Onboarding Flow
Fixing Discoverability by Redesigning the Home Screen
Midway through the project, we discovered that only 40% of our customers could find our customization feature, our competitive advantage. We also had similar discoverability issues with our subscription features. At this point, we realized that we had to revisit our home screen before we could teach people how to use Animaze. Because of the short timeline, we were currently on and because we had to address the problem quickly, I conducted an expert review.
Component Changes
Adding in a Subscription Features Menu and a Subscribe Now Button
Redesigned Toolbelt: Surfaced Customization,Subtle Focus on Stream, and Categorized Features (Card Sort)
RESEARCH RESULTS
Found Streaming?
New
6/6
5/5
Old
2/6
4/5
Found Customization?
New
6/6
4.33/5
Old
2/6
5/5
# of testers (row 1)
confidence rating (row 2)
Putting it All Together
Early Prototype
Qualitative Feedback from Testers
FINAL RESULTS
After the feature was developed by our team and after running further A/B tests on customers, we managed to garner the results after two months.
