Responsibilities
Senior UX, Strategy

Community Goals

For Twitch streamers, building an engaged and growing audience is as rewarding as it is challenging. Setting measurable goals is one of the most effective ways to track progress, stay motivated, and foster stronger connections with your community.

First-Party community goals simplifies the process by recommending realistic follower and subscription goals tailored to a streamer’s channel size, using data-driven insights. Unlike third-party tools, it integrates seamlessly into the platform without overlaying valuable video real estate. Goals update in real-time, ensuring contributors see their impact immediately, keeping both viewers motivated and streamers focused on creating content.

This feature not only enhances the streamer experience but also elevates the viewer experience. Viewers become active participants, working together toward clear milestones and celebrating collective achievements. These shared moments foster deeper engagement and community pride, making the stream more interactive and rewarding for everyone involved.

Team: Dev Iyer, Audrey Cheng, Colin McClure, Olivia Gu, & Maria Sitkovets

Customer problems - Streamers & viewers

1. Friction of integration – The current reliance on a browser source is not the preferred method for many streamers to display goals, because it takes up precious video player space, leading to inconsistent usage and missed engagement opportunities.

2. Visibility issues for goals – Without a browser source overlay, follower goals become completely invisible, diminishing their value and reducing engagement. Additionally, sub goals in the support panel become less discoverable, limiting their impact.

3. Lack of customization – Without allowing streamers to color customize goals they instead go through the challenging set-up of integrating thrid-party goals onto their channel, but this also means that goals must be overlayed over the video player.

4. Cumbersome setup for streamers – Creators must manually copy and paste a URL from the Quick Action in Stream Manager into each OBS scene, making goal persistence a tedious and repetitive task.

Original experiment - Viewer experience

Redesign & Scaling

Biggest opportunities - Giving the video player back & remove guesswork

One of the biggest opportunities for First-Party Goals is freeing up valuable video player space by integrating goals directly into the channel page. This shift not only improves visibility but also removes the need for third-party overlays, creating a more seamless experience for both streamers and viewers.

Twitch can use metadata to provide recommended SMART goals that adapt to community size, providing recommendations during set-up, receive realistic and achievable targets, eliminating guesswork. Additionally, the system highlights key milestones, such as reaching 50% or full completion, naturally creating organic moments for celebration and deeper community engagement.

1. Placement - Ensuring visibility without disruption

One of the most critical improvements to Community Goals was establishing a persistent location on the channel page—ensuring goals remain visible without occupying valuable space over the video player. This change not only enhances usability but also allows streamers to maintain an uncluttered viewing experience.
Follower goals, being essential for channel growth, needed high visibility for viewers. I strategically placed them near existing high-engagement areas—the CTA and chat—leveraging proven 95% visibility rates. This placement ensures goals are seen and interacted with naturally, driving higher participation while seamlessly integrating into the Twitch experience.

2. Recognizing community milestones

Rewarding moments at the right intervals keep communities engaged. To achieve this, we designed a dedicated space in the goal UI to highlight contributions and build anticipation, making milestones feel meaningful and motivating.
While the first iteration lacked visual milestone delineation, we emphasized four key stages—start, midpoint, nearing completion, and completion—ensuring progress feels steady and celebrations are never too far apart. This structured approach maintains momentum, reinforces participation, and drives deeper community engagement.

Scalable Goal Design for Mobile (Android & IOS)

When designing Community Goals, it was essential to ensure they seamlessly fit within Twitch’s broader ecosystem. At the same time, I was also working on Charity Goals, which required a unified approach to goal-setting across the platform.

My designs needed to be scalable across multiple platforms and goal placements, ensuring consistency while allowing for flexibility in different use cases. This approach created a foundation for future goal-driven products while maintaining a cohesive and engaging user experience.

Streamer adoption & discoverability - Discovery & starting goals

Twitch’s internal data revealed a clear insight; streamers using goals grew significantly faster than those without them. This made discoverability a top priority, ensuring more streamers could leverage the tool to drive engagement and growth.

Our first step was to create better visibility and access points within the platform, making it easier for streamers to find and set up goals. By surfacing the feature in intuitive locations, we aimed to empower more creators to harness the power of goal-driven community engagement.

Note: In future we want streamers to be able to click on another streamers active goal and have it prompt they create their own.

Customizing goals - Streamer first & scalable

Streamer identity is vital to them, meaning we need to ensure simple customization to align with their brand. To achieve this, I worked closely with our Core Systems team to develop a scalable color algorithm that ensures all streamer-selected colors seamlessly match their chosen brand color.

Proven results: Driving engagement and revenue

By making goal-setting effortless while maximizing engagement, the impact of Community Goals speaks for itself. Adopted by 70% of all streamers (and continuing to grow in adoption), it has become an essential tool for both audience participation and revenue growth.

This widespread adoption has directly contributed to a +16.2% increase in subscription revenue, generating $120+ million in additional annual revenue. By empowering streamers to harness the collective power of their communities, Goals not only enhances creator earnings but also strengthens the Twitch ecosystem as a whole. This feature demonstrates how well-designed engagement mechanics can drive meaningful business impact while fostering deeper connections between streamers and their audiences.