Launched Project
Designing Social Interaction to Strengthen Fan-Creator Engagement
Designing Social Interaction to Strengthen Fan-Creator Engagement
Designing Social Interaction to Strengthen
Fan-Creator Engagement
Designing Social Interaction to Strengthen Fan-Creator Engagement
Fan actions were invisible in Stubios, breaking the engagement flow.
I designed interactions that visualized contributions and built emotional connection.
Fan actions were invisible in Stubios, breaking the engagement flow. I designed interactions that visualized contributions and built emotional connection.
Fan actions were invisible in Stubios, breaking the engagement flow. I designed interactions that visualized contributions and built emotional connection.
Fan actions were invisible in Stubios, breaking the engagement flow. I designed interactions that visualized contributions and built emotional connection.
Duration
10 Weeks
Jun 2024 - Aug 2024
10 Weeks
Jun 2024
- Aug 2024
10 Weeks
Jun 2024 - Aug 2024
Role
UX Designer
UX
Designer
UX Designer
Team
Director
Project Manager
Product Manager
2 Engineer
Director
Project Manager
Product Manager
2 Engineer
Tool
Figma, Adobe Creative
Suite, Clickup, Slack
Figma,
Adobe Creative
Suite, Clickup, Slack
Figma, Adobe Creative
Suite, Clickup, Slack
Context
Tubi, a free streaming platform under FOX Corporation, launched Stubios, a creator-driven content hub designed to foster direct fan engagement and empower emerging creators.
Tubi, a free streaming platform under FOX Corporation, launched Stubios, a creator-driven content hub designed to foster direct fan engagement and empower emerging creators.
Tubi, a free streaming platform under FOX Corporation, launched Stubios, a creator-driven content hub designed to foster direct fan engagement and empower emerging creators.
On Stubios, fans contribute to creator projects by liking, commenting, and voting—actions that help projects reach the Greenlight stage. Greenlit projects become official Tubi Originals on the main platform, meaning fan participation directly impacts what gets produced. This interactive model mirrors how creators like MrBeast involve their audience in the content creation process.
On Stubios, fans contribute to creator projects by liking, commenting, and voting—actions that help projects reach the Greenlight stage. Greenlit projects become official Tubi Originals on the main platform, meaning fan participation directly impacts what gets produced. This interactive model mirrors how creators like MrBeast involve their audience in the content creation process.
Problem
Although Stubios aimed to foster co-creation between fans and creators, fan contributions often went unrecognized within the platform, leading to repeated disengagement.
Although Stubios aimed to foster co-creation between fans and creators, fan contributions often went unrecognized within the platform, leading to repeated disengagement.
Although Stubios aimed to foster co-creation between fans and creators, fan contributions often went unrecognized within the platform, leading to repeated disengagement.
Stubios must clearly visualize fan impact within the Greenlight system to reduce drop-off and strengthen its collaborative identity.
Stubios must clearly visualize fan impact within the Greenlight system to reduce drop-off and strengthen its collaborative identity.
Stubios must clearly visualize fan impact within the Greenlight system to reduce drop-off and strengthen its collaborative identity.
Stubios must clearly visualize fan impact within the Greenlight system to reduce drop-off and strengthen its collaborative identity.
Users need clear, real-time feedback to feel their actions matter. Without it, engagement feels pointless and motivation drops.
Users need clear, real-time feedback to feel their actions matter. Without it, engagement feels pointless and motivation drops.
Users need clear, real-time feedback to feel their actions matter. Without it, engagement feels pointless and motivation drops.
nothing happen
nothing happen
Users need clear, real-time feedback to feel their actions matter. Without it, engagement feels pointless and motivation drops.
As a result, fans remained passive consumers rather than becoming active co-creators, limiting the platform’s growth as a participatory content community.
As a result, fans remained passive consumers rather than becoming active co-creators, limiting the platform’s growth as a participatory content community.
As a result, fans remained passive consumers rather than becoming active co-creators, limiting the platform’s growth as a participatory content community.
Research
We audited Stubios’s existing Greenlight scoring model and benchmarked social platforms like TikTok, YouTube, and Twitch to identify patterns in real-time feedback, emotional engagement, and contribution visibility.
We audited Stubios’s existing Greenlight scoring model and benchmarked social platforms like TikTok, YouTube, and Twitch to identify patterns in real-time feedback, emotional engagement, and contribution visibility.
We audited Stubios’s existing Greenlight scoring model and benchmarked social platforms like TikTok, YouTube, and Twitch to identify patterns in real-time feedback, emotional engagement, and contribution visibility.
This dual approach helped us uncover key gaps and opportunities in how Stubios could better motivate, recognize, and reward fan contributions.
This dual approach helped us uncover key gaps and opportunities in how Stubios could better motivate, recognize, and reward fan contributions.
This dual approach helped us uncover key gaps and opportunities in how Stubios could better motivate, recognize, and reward fan contributions.
Greenlight scoring model
Greenlight
scoring model
Greenlight scoring model
Benchmarked social platforms
Benchmarked
social platforms
Benchmarked social platforms
Design Direction
How might we build social interaction into the Greenlight experience to make fan contributions feel visible and valued?
How might we build social interaction into the Greenlight experience to make fan contributions feel visible and valued?
How might we build social interaction into the Greenlight experience to make fan contributions feel visible and valued?
To strengthen fan participation on Stubios, we established five key hypotheses: Feature Impact Matrix
To strengthen fan participation on Stubios, we established five key hypotheses: Feature Impact Matrix
To strengthen fan participation on Stubios, we established five key hypotheses: Feature Impact Matrix
Among these, we prioritized and implemented the comment feed, conversation rooms, and the Greenlight dashboard with gamification, shifting Stubios from a consumption-focused product to a community-powered participation platform.
Among these, we prioritized and implemented the comment feed, conversation rooms, and the Greenlight dashboard with gamification, shifting Stubios from a consumption-focused product to a community-powered participation platform.
Solution A
Solution A
Comment Feed & Conversation Threads
Comment Feed & Conversation Threads
Comment Feed & Conversation Threads
A slide-up comment feed was placed over short-form content. Tapping a comment opens a thread centered on it, with a top tab showing the source comment.
This flow connects viewing → engagement → conversation, encouraging fans to become active community members.
A slide-up comment feed was placed over short-form content. Tapping a comment opens a thread centered on it, with a top tab showing the source comment. This flow connects viewing → engagement → conversation, encouraging fans to become active community members.
A slide-up comment feed was placed over short-form content. Tapping a comment opens a thread centered on it, with a top tab showing the source comment.
This flow connects viewing → engagement → conversation, encouraging fans to become active community members.
A slide-up comment feed was placed over short-form content. Tapping a comment opens a thread centered on it, with a top tab showing the source comment. This flow connects viewing → engagement → conversation, encouraging fans to become active community members.
Solution B
Solution B
Greenlight Leaderboard
The leaderboard highlights race completion at the top and displays project rankings, points, and avatars in a clear list format. Fans can confirm their support led to real impact, reinforcing Stubios’s collaborative creation model.
The leaderboard highlights race completion at the top and displays project rankings, points, and avatars in a clear list format. Fans can confirm their support led to real impact, reinforcing Stubios’s collaborative creation model.
The leaderboard highlights race completion at the top and displays project rankings, points, and avatars in a clear list format. Fans can confirm their support led to real impact, reinforcing Stubios’s collaborative creation model.
Impact
2.4x
2.4x
2.4x
2.4x
Comment engagement increased
Comment engagement increased
Comment engagement increased
Comment engagement increased
3.2x
3.2x
3.2x
Average fan session duration increased
Average fan session duration increased
Average fan session duration increased
Average fan session duration increased
1.6x
1.6x
1.6x
1.6x
Number of Greenlight-completed projects rose
Number of Greenlight-completed projects rose
Number of Greenlight-completed projects rose
Number of Greenlight-completed projects rose
Reflection
Reflection
Learnings on Design Methodology
Learnings on Design Methodology
Learnings on Design Methodology
Rather than focusing solely on UI improvements, approaching the problem at a system level—connecting the fan journey with participation structures—had a greater impact on engagement.
A hypothesis-driven design approach helped clarify feature priorities and led to measurable outcomes.
Rather than focusing solely on UI improvements, approaching the problem at a system level—connecting the fan journey with participation structures—had a greater impact on engagement.
A hypothesis-driven design approach helped clarify feature priorities and led to measurable outcomes.
Opportunities for Future Expansion
Opportunities for Future Expansion
Opportunities for Future Expansion
Beyond real-time feedback, there is potential to expand fan contribution structures through features like 1:1 creator-fan interactions and collaborative editing tools.
In addition to comment-based features, I’d like to explore new participation models such as in-video live reactions and highlight voting.
Beyond real-time feedback, there is potential to expand fan contribution structures through features like 1:1 creator-fan interactions and collaborative editing tools.
In addition to comment-based features, I’d like to explore new participation models such as in-video live reactions and highlight voting.