Making it easy to donate through PIX
Improving the viewer/streamer donation process
Little Overview
During an usual Metrics report call of one of Aarin's payment products, the meeting ended up extending to the issues some employees had while donating to their favorite streamers and how the requirement for a PayPal or PicPay (Brazil's main digital wallet) account was a major obstacle when it came to supporting live content producers who use platforms such as Twitch, YouTube and Facebook to stream.
From that moment on we had a talk with the executive layer of the company to explain how the company could beneficiate from a solution for this segment, and in a couple days they were onboard.
After a few weeks of getting a full research on the logic of donations, issues that this market had, and market size, the board approved a leaner team to carry on with the project.
Research Results
👉 Why do People donate to Streamers?
- To get the Streamer's Attention
- To get a Shoutout on the Stream
- To support the Stream, and get the stream more often
- To help the content creator achive something viewers see as worthy
The focus of this case is not the research itself, but the process of creating Stream PIX's landing page and donation platform. It is still important to contextualize what was discovered, as this will be covered in the following sessions.
The process for successful donations to streamers involved much more than a simple transaction, as viewers had different purposes when donating, the main one being to participate simultaneously, with what was happening live through messages or other personalized interactions followed by a visual notification to the viewer.
As a result, the complexity of the solution increased, as it would now be essential to connect the donation management product to third-party applications to trigger pre-configured actions, such as the example of a personalized visual message during the live at-the-moment donation is confirmed.
We still would have been aware that the project was viable and this layer of complexity would be added to the product development plan.
Patterns of behavior and interests have also been identified during the user interviews, such as the gamer universe, nightlife, humor, and the ability to perform different tasks at the same time.
Objective
The development of a platform capable of displaying, managing donations, and communicating the process of payments so that the pre-set settings of third-party platforms can display the result of that donation during the live stream.
In order to achive that we'd have to separate the new product's image (Stream PIX) from the image built by the company providing the technology that empowered the product (Aarin).
Landing Page
Once identified what the target audience expected from a product solution like the Stream PIX, developing the visual and written communication that would be used in the project was not a difficult task. We internally determined what symbols would represent the product and literally included them in moments such as loading. This way we would have the opportunity to insert the notion of agility, financial, and payment technology into the subconsciousness of the visitor.
We aimed at a more personal approach by inserting photos of people who represented the product using the definitions of behavior and interest pattern to select the platform colors, as well as the look and feel of the components.
The Procuct
The main users of the product would be the streamers, but the donation process itself would be geared towards those viewers engaged in donating. Based on this, we have structured the access to the experiences through these two aspects.
The donation process flow has, as its starting point, the donation widget present on the page of the streaming service used. Thinking about keeping the conversion funnel as wide as possible, we provide the option of automatically connecting to the donor's Twitch, YouTube, or Facebook accounts, even if the donor is not logged in they could proceed without any account and this would not prevent the donation and the message, which could be connected to the account layer through IP tracking.
Then the user would be able to select how much they would like to donate and customize the message to be sent. Ultimately they would get to the payment section through PIX QR code scanning. In less than a second, the donation would be made and would appear live to the streamer and all viewers.
The streamer would have private access to data such as revenue for the period, containing sensitive information on the amount transacted and settings of pre-selected amounts and other specifications.
Final S̶t̶i̶c̶k̶y̶ Note
Stream PIX was deprioritized at the end of June 2021 before its launch to the detriment of other projects that seemed to have a more immediate cost/benefit ratio.
At the moment we were getting the market fit just right and the donation management market focused on streamers made sense, however, the size of the team and cost of development from that moment on would have demanded a much greater focus than what we had in the number of employees.
The decision, despite being tough, was the right one and the focus was on improving products that were already on the market and had customers.
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