Project Helm ⚓️ What is it?
Project Helm is a series of experiments (for now) that focus on orienting new users when they show up on Twitch. Our job is to get these users "on board" and guide them in their initial journey across our seas. We are at the helm of this ship.
Background & Context
In 2018, we noticed that 76% of Twitch's users on web were logged out (LO) and accounted for 17% of total hours watched (HW) on the platform. Our goals then are the same today – to help creators grow their communities. We believe the best way to do that is to have more viewers be logged in (LI) users of Twitch and be contactable, so we have a better chance to invite them back.
We believe that there are existing opportunities to showcase the value of why you should sign up, but tie it with the action the user is taking. Ie., a LO user tries to chat --> this user gets a personalised sign-up experience that mentions the value of chat. The same notion would apply to the following high-intent actions: chatting, turning on notifications, & following.
Who is the customer?
The customer is a logged out user who does not have a Twitch account, or is less familiar with the service (born/fresh).
Phase 1: Contextual Modals
The first phase of this experiment will be to update the sign up prompts triggered by the following actions: chatting, turning on notifications, and following. Our hypothesis is that viewers who are trying to take an auth-required (logged in) action is a strong signal that they are interested in an experience beyond watching. By presenting these users with context around their actions, and the value & importance behind it, we have a higher chance to increase the percentage of sign up attempts by these LO users.<br>
Current modal for logged out users if they try to follow
Current modal for logged out users if they try to chat or turn on notifications
Proposed Experiences
We're experimenting with presenting the user an experience that directly relates to their attempted action. We'll also be changing the default tab to be "Create Account" and "Log In" will be the secondary tab.
User tries to chat: “Your ticket to Memeland”
If a LO user tries to engage with chat, they're presented with this new contextual modal that information on only chat, and cheekily talks about the experience within chat.
A study I referenced while working on copy for this modal was the Viewer Perceptions of Trust & Safety where users had expressed the need for more signal on what to expect in chat. This contextual modal subtly hints at the fun nature of memes (ever present in chat) and I believe gives a little more indication of what to expect.
User tries to follow: “Follow your heart (and <streamername>)”
If a LO user tries to follow, they're presented with this modal that talks about the value of following and what they could potentially gain.
We want to change the perception of following from being a "utility" action to an action that signals the entry to the community. This prompt signals that you can follow on your own accord (follow whomever and watch wherever).
User tries to turn on notifs: “Plan ahead for the hype”
If a LO user tries to turn on notifications, they're presented with this modal that talks about the value of turning on notifications and how they can utilise them.
A study I referenced while working on copy for this modal was the Low Frequency Viewers: Goals, Behaviors and Media study where viewers expect it to take time/energy to prepare for a stream. This modal references the value of notifs that humourously shows that you *can* "prep" for a stream so you don't miss any great moments.