Noice
Live Streaming platform
How I help viewers discover creators and relevant content as the platform scales, while maintaining Noice’s unique identity
Expertise
Conceptualisation
Prototyping
Design system
Responsive Design
Visual design
UX Design
Role
I owned the end-to-end design process from conceptualization and explorations, through continuous alignment, testing, and iterations to improve usability and enhance the platform navigational experience.
Timeline
2024-2025
Link
Context
Noice is a live-streaming platform that transforms passive viewing into an interactive experience. It features a card game that lets you predict actions in real-time while watching streams from your favorite creators.
Problem
Users struggled to discover new creators as Noice expanded beyond close beta. The challenge was to design a frictionless content discovery that scales, maintaining familiarity and delight while keeping Noice’s unique game-first DNA.
Greater Creator Visibility & Growth
New discovery patterns boosted exposure for smaller creators and balanced visibility across the platform.
Balanced Differentiation & Familiarity
By evolving discovery patterns instead of core game mechanics, discovering became more intuitive driving higher user satisfaction and adoption of discovery features.
Scalable foundations
Modular IA and reusable components accelerated launches and reduced design and engineering rework for future iterations.
How might we help users discover relevant content and creators as the platform scales, while maintaining Noice’s unique identity?
INSIGHTS
Where we began in closed beta
Game-focused features such as daily goals, rank seasons, and avatars reduce the visibility of live content and overwhelm users with excessive information.
INSIGHTS
User request and feedback from the community
I analyzed the user session data from our closed beta and reviewed the community feedback shared on our Discord channel.
Hard to find new creators
Users expressed a need for better discovery tools, specifically requesting search to locate creators quickly.
Familiarity
Users expected certain functionalities to behave the same way they do on other platforms.
↓ 10%
The categories page received only ~10% of visits, limiting discovery of new creators and content.
60%
60% of traffic came from mobile, where the poor UX caused high drop-off.
Mayor issues
I analyzed the user session data from our closed beta and reviewed the community feedback shared on our Discord channel.
Balancing differentiation & Familiarity
Ensuring the product feels distinctive without compromising user expectations.
No scaleability
Open beta needed scalability for more creators, games, and users.
Low content exploration
Users rarely browsed beyond the first stream.
Creator visibility
New creators struggled to grow and discover organically.
IDEATION
Brainstorming ideas with the team
I conducted workshops and kickoffs to explore ideas and turn problems into actionable design directions:
Collaboration
I collaborated closely with the UX Lead to align diverse ideas with the overall design vision. Together, we also refined the UI color palette, reducing saturation to create a more balanced and neutral visual tone.
Outcomes
Flexible and Adaptable
A design that support future growth, accommodating more games, creators, and content types as the platform evolves.
Intuitive and familiar
Start with familiar navigation and discovery patterns to ground users, then layer in game elements gradually to enhance engagement.
Dynamic and diverse
A wider mix of creators and content, we could better engage new users and encourage exploration.
Refocusing the experience: Shifting from game features to content discovery
sOLUTION
From overwhelmed to effortless: Helping users find what they want faster
By removing game features and surfacing content through familiar navigation patterns, the new design makes it easier for users to discover new content.
sOLUTION
Mobile users struggled to navigate, now they can explore effortlessly
With over 60% of users landing on mobile web, I focused on responsive layouts and touch-friendly interactions to improve accessibility and usability.
sOLUTION
Where creators shine and prediction games come alive
By highlighting streams with active prediction games and engaged viewers, we make it easy for new users to jump in, learn the game, and join the fun. This approach not only spotlights creators but also balances content discovery with gameplay, creating a more engaging and social experience.
sOLUTION
Delivering what users wanted most: find creators, Live or Offline
The new search experience allows users to easily find live and offline creators, channels, and categories, fulfilling one of the most requested features since closed beta.
sOLUTION
Helping users discover more creators where they already engage most
Since the left sidebar already had strong interaction metrics, I experimented adding creator recommendations to test whether it could enhance content discovery.
sOLUTION
Working with a design system
Together with developers, I updated and refined components. During our weekly design system kickoff meetings, we evaluate updates, share feedback, and plan improvements.
The IMPACT
Impact
Discovery happens where users already are.
Greater Creator Visibility & Growth
New discovery patterns boosted exposure for smaller creators and balanced visibility across the platform.
Balanced Differentiation & Familiarity
By evolving discovery patterns instead of core game mechanics, discovering became more intuitive driving higher user satisfaction and adoption of discovery features.
Scalable foundations
Modular IA and reusable components accelerated launches and reduced design and engineering rework for future iterations.
Takeaways
Learning
Discovery happens where users already are.
Navigating ambiguity
Balancing long-term vision with iterative, scalable solutions. Early exploration of multiple options keeps me ready for change.
Collaborating to Align and Deliver
This project gave me the opportunity to work closely with leadership across teams, align stakeholders, and ensure that our designs were both user-centered and aligned with business goals.
Balancing Data with Human Insight
Combined quantitative data with qualitative feedback to uncover why users behave as they do and make stronger design decisions.