Platforms
Web, Mobile

Timeframe
May 2022 - Launched June 2022

Responsibilities
Senior UX, Strategy

Community Goals

For Twitch streamers, audience growth is both the most rewarding and most challenging part of the job. Setting measurable goals helps creators track progress, stay motivated, and rally their communities.
Community Goals transforms that process by integrating real-time follower and subscription goals directly into the Twitch experience, without cluttering the video player. Powered by platform metadata, goals are personalized to each channel, update instantly, and celebrate milestones along the way.

For streamers, it removes friction. For viewers, it creates shared moments of achievement. For Twitch, it’s a proven driver of engagement and revenue.

The Challenge

Friction in setup: Manual browser-source integration was tedious and error-prone.
Lost visibility: Without overlays, goals often went unseen, limiting engagement.
Lack of customization: Streamers resorted to third-party tools to match their brand.
Missed momentum: No built-in milestone recognition to keep communities motivated.Original experiment - Viewer experience

Opportunities

Free up video player space by integrating goals into the channel UI.
Use Twitch data to recommend realistic, SMART goals.
Highlight progress milestones to sustain momentum.
Make setup effortless and brand-aligned.

Key Features & Design Decisions

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. Persistent Placement Without Disruption

Goals are anchored to high-engagement areas like the CTA and chat panel — ensuring 95%+ visibility without occupying video player space.

2. Recognizing Community Milestones

Milestones at start, midpoint, nearing completion, and completion keep the community engaged with structured progress arcs that feel achievable and motivating.

3. Instant Feedback for Engagement

Clicking the goal triggers an animated progress update and color change, confirming impact. Subscribers see an additional chat notice celebrating their contribution.

5. Customization, Branding & Accessibility

A scalable color algorithm automatically applies streamer brand colors in both light and dark modes while meeting accessibility contrast standards.

4. Scaling for Multiple Goals

Streamers can run follower and subscription goals simultaneously without UI clutter, thanks to a tabbed goal design.

6. Counting Down for Urgency

Switched goal progress from counting up to counting down, making it clearer how close the community is to the target.

Mobile & Cross-Product Scalability

Community Goals were designed alongside Charity Goals, ensuring a unified goal-setting framework across platforms (Web, iOS, Android) and future goal types.

Discoverability & Streamer Adoption

Internal data showed that streamers using goals grew faster than those without. The design made goals easier to find, set up, and start, with future plans to let streamers replicate another channel’s active goal with a single click.

Multiple Goal Tabs - Flexibility

A structured setup flow, allowing streamers to set different goal types (e.g., followers & subscriptions), simultaneously without cluttering the UI.

Customization, Branding & Accessibility