Clip Reactions
Company: Twitch
Role: Lead Designer
Timeline: May 2025 - September 2025
Impact: ↑14% in clip views, 12 million reactions in first 60 days
Clips are short, shareable moments taken from Twitch livestreams, and prior to this project, there was no way for a viewer to engage with or provide feedback to the clip. I designed the Reactions framework for clips on Twitch, enabling viewers to respond with a like or choose from four expressive reactions. The work spanned both mobile and web and focused on motion and interaction design to make reactions feel delightful while clearly reflecting community sentiment.
1. Creator customization
On Twitch, creators care deeply about their channel identity, so a key feature was allowing reactions to be customized with a creator’s own emotes, helping each community feel unique and personal.
2. Reuse familiar patterns
Lean on familiar interaction patterns, such as double-tap to like and gesture-based actions, so reacting would feel intuitive across platforms.
3. Feedback loop
We designed a feedback loop that notifies clip creators when their clips receive reactions, reinforcing engagement and helping creators understand how their content resonates with viewers.
Impact
- 28% of clip viewers used reactions within the first month, with millions of unique users engaging with the feature.
- Viewers left more than 12 million reactions on clips in the first 60 days after launch.
- Downstream impact: Clips with reactions saw a 14% increase in views, and overall clip creation increased by 3%, indicating stronger feedback loops for creators.
