Twitch - User Persona

Project infos

Platform: Twitch

Device type: Mobile

I. Research & Interviews

First of all I need to schedule interviews with regular, casual and new users. I find the users directly on Twitch but even on other social platform like Reddit or Discord for example.

The main goals on my interviews are to understand the users's behavior, their frustrating point and positive point when using Twitch to understand how the platform can enhance it services to maintain the users retention.

After selecting my users I ask them questions to complete my research, here are some examples:

Demographic questions

What is your age?

What is your occupation?

Twitch usage questions

How did you first hear about Twitch?

How often do you use Twitch (e.g., daily, weekly, occasionally)?

Goals and preferences

What motivates you to use Twitch? (e.g., entertainment, learning, connecting with others, relaxing)

What features or content types on Twitch are the most appealing to you?

Pain points and challenges

What challenges or frustrations have you encountered while using Twitch?

Do you find Twitch’s interface easy to use? Why or why not?

Feedback and improvements

How would you describe your overall experience with Twitch?

Are there any features or categories of content you think Twitch should focus on more?

II. User Persona creation

After debriefing the interviews I can build my persona. Let's start with the 1st one: Lucas "The Enthusiast Gamer"

The 2nd User Persona is Emma "The Casual Viewer"

And the 3rd User Persona: Sarah "The Curious Newcomer"

III. Challenges & Insights

In this study we can observe many challenges that Twitch Users are facing, here is a list :

• Difficulty discovering relevant and personalized content
• Overwhelming interface and lack of guidance for new users
• Intrusive and poorly timed ads disrupting the viewing experience
• E-sport tournaments are hard to find
• Limited options for community engagement and interactivity

Those challenges can be solved with some insights like:

• Users value personalized content discovery tools and filters
• A simpler and more guided onboarding process can help retain new users
• Reducing the intrusiveness of ads or integrating them in a more subtle way
• Enhanced community features and interactive tools to improve user engagment

IV. Conclusion

Twitch users want a simple and personalized experience that fits their needs. Fixing problems like finding content, annoying ads, and a confusing interface can make the platform better.

By focusing on community, easy onboarding, and smooth use on all devices, Twitch can keep users happy and engaged.

:)