YOLO
A platform for streamers who need an alternative to foreign services. From competitor analysis and audience mapping — streamers and viewers alike — to site structure and a design system for the web service.
View original case study →Project context
Since 2022, Twitch has stopped promoting Russian streamers, and since 2023 many users in Russia have faced unstable access to the service. No full-fledged local alternative has emerged where streamers could move their audience and monetization.
The task was to design a streaming service of our own that removes dependence on a single foreign platform and covers different scenarios for both streamers and viewers.
Russian streamers had nowhere left to go
Since 2022, the largest streaming platform has become less accessible to Russian-speaking audiences. Some users keep watching streams through workarounds, but that gives neither stability nor convenience to viewers or streamers.
Build a streaming service of our own
Design a service that lets streamers keep working without losing their audience or monetization — accessible to Russian-speaking users and friendly to those just starting to build an audience.
Who's already trying to solve this
Twitch
The home turf for streamers and viewers alike — but with unstable access and promotion that isn't built for a Russian audience.
VK Play Live
Good integration with VK, but low traffic and weak reach outside the VK ecosystem.
YouTube
A stable platform, but streams get lost among all the other content and aren't built for donations and community.
Boosty
Helps collect donations from an audience, but doesn't solve streaming itself — only monetization.
Men and women 18–40
Beginner streamers want stability and audience growth but aren't willing to pay for promotion. Experienced ones look for transparent monetization and tools for keeping their community.
Men and women 16–35
Fans seek out their favorite streamers and are willing to pay to support them. Casual viewers watch depending on mood — for them, accessibility and quick, registration-free start matter most.
From job stories to site structure
- 01
Onboarding and interests
We studied audience job stories and segments — and used them to figure out which sections of the site were actually needed.
- 02
Home screen and recommendations
We built a lineup of active streams with covers and previews — so browsing is easy no matter the language.
- 03
Streamer profile and monetization
Donations, subscriptions, chat and collaborations, all gathered in one place instead of scattered third-party services.
- 04
Analytics and achievements
A transparent dashboard showing growth in views, subscriptions and income — clear to the streamer themselves, not just to an analyst.
Design system
Typeface — Montserrat, with good readability and a clean pairing with large headlines. One consistent component pattern across every module of the platform.
Neon lime on black
A black background with bright, acid accents — a contrast to the typical streaming-platform palette that stands out from the competition.
What it looks like
"We mapped out the whole journey for streamers and viewers — from competitor analysis to a clear site structure built around the realities of the Russian market."— Project team
What we achieved
We worked through competitor analysis, an audience map, site structure and a design system — a streaming service concept built for the Russian streamer and viewer.