23 Jun Twitch
Posted at 12:01h
in Portfolio
Twitch
Creator
Camp.
Introduction
Twitch is a platform for streaming video games boasting a colorful community of millions of viewers and broadcasters sharing thousands of interests, games, pop culture, and conversation. Working with the team at Cibo, we were asked to help Twitch fill a gap in their offerings portfolio. Their main competitors, YouTube and Facebook, had launched streaming education platforms that could directly impact their dominance in the market, and they wanted to define and design their own educator experience.
Scope of Work
• Strategy Discovery
• Creative Concept Discovery
• Digital Design
• Prototyping

Challenge
If you’re familiar with Twitch, you know that there exists a rather steep learning curve to understanding the audience and participation. The Twitch world doesn’t have a cohesive design aesthetic, rather it’s proud of being undefined and fluid based on who you are watching. We had to contend with first learning about the audience, the clients’ goals and knowledge of the community, and trying to define the undefinable.
Concept Discovery
What struck me the most about the Twitch world was the quirkiness of each streamer, emote/emoji, and bright bold colors. This drew me to look for things that had layers, hidden meanings, bright colorful mashups and playful animations. Twitch in the past had a significant library of fanciful 3D characters, objects, and worlds – which made me question why this aesthetic wasn’t more prominent across all of their offerings?
