YPlay
Desktop Gaming Platform Combined With LIVE Streaming
Windows-based software that combines LIVE streaming and web games to improve interaction, engagement and monetization among anchors and players.
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Company: JOYY.Inc., the Chinese equivalent of Twitch, has over 412 million users.
Genre: LIVE Streaming, Cards, Action
Languages: C++, Java, CSS, HTML 5
Platform: Windows
Team Size: 12 (three product designers, one visual/UI designer, five developers, and three testers)
Duration: 1 year
Roles & Responsibilities
Product Management
I was responsible for iteration plans and product/feature design, including user flow, business logic, expected errors, client-end and back-end wireframes and prototypes;
I set milestones for each product version with specific features and bug-fixings in advance;
I planned operational events/activities to stimulate guilds and anchors to use our product.
Production
I prioritized development needs to maintain a routine of bi-weekly releasing an iterated product version;
I communicated with teammates to follow up on visual design and development progress to make sure vital functionalities were implemented properly;
Validated product functions with comprehensive test cases before release.
Data Analysis
I picked significant user behaviour indicators that were necessary to be counted in BI reports for iteration and operations purposes;
I analyzed and synthesized data to understand user flow related to retention, revenue, etc.
Research
I researched target users, competitive products and market performance;
I tested the product and games in different collective groups of anchors and guilds.
Tools
Prototype
Mind Manager, Visio, Axure, Ai, Photoshop
Production
Google Sheets, Office, DebugView, CometAssistant, Fiddler, C++, Java
Communication
YY, Wechat, Email, Meeting
STEP1: Screen and Confirm Core Mechanics
We built a new LIVE+GAME platform with the foundation of an existing board game platform with simple gameplay. By adding live streaming, we enhanced customer loyalty was enhanced. Customizing the highly active games for the interactive mode by incorporating streaming has led to retention.
STEP2: Manage Developing Process
To better customize this particular game, I had to redesign the structure of the in-game functions, clarify how to apply the game to the client ware/platform, and decide on the unique interactions among anchors and players. I followed up to check the progress and ensured the programmers were developing the functions according to the plan.
STEP3: Mature the Growth System of Users
I designed a points/credits system to upgrade via various interactive activities among users. After studying user growth systems of well-known social apps, I calculated our growth curves like that of player grade, VIP grade, and club grade. I also decided on different priority levels within the game system.
Facts
5 games
Combined LIVE and customized games
300%
Increased hosts’ income in 10 months
100%
Improved conversion rates in 8 mons
Challenges & Solutions
1. Switching positions from game operator to product designer for the first time.
a. I read and wrote professional materials related to product design;
b. I learned and used the hands-on tools while working;
c. I consulted with other specialists and compared their strategies to adjust my thinking process.
2. Conducting professional research for designing functions.
a. I applied my experience of marketing research to digital products, contrasting structures, functions, aesthetics, and performance to focus on user-centred design,
b. I consulted with others in my field of work throughout the entire process.
3. Finding solutions for Chinese policies prohibiting the operation of our typical games.
a. We removed a specific game from online to offline, and offset our players;
b. Our crew conceived new products/games, but the new ones were not as attractive as the old;
c. The project was cancelled after we left the company.