Year

2018-2019

 

Type

E-commerce

Social & Content

Design Innovation

Year

2018-2019

 

Type

E-commerce

Social & Content

Design Innovation

Year

2018-2019

 

Type

E-commerce

Social & Content

Design Innovation

Design For Social & Content Shopping Experience

Lazada has been a traditional e-commerce mall focusing on official stores and LEL. It was one-way interaction, and the content showing mechanism to customers was more of a sandbox even for sellers - purely controlled by algorithm & operators.

Feed has leveraged the social nature of the SEA users, encouraging consumers to follow their interested stores. It created self-operation field for content creators, enabled stores and KOLs interacting with customers autonomously.

For sellers, they can use Feed to deliver their brand image, to engage with targeted customers, and to maintain customer relationship, etc. For other content creators, they can use their existing influences on social network, or knowledge and attractive posts to guide people to shop. For consumers, they can browse through the latest shopping information under one of their most familiar forms that they are using every day on FB and IG, select their interested stores and accounts to follow, which provided them engaging shopping guides.

Feed Design Roadmap & Evolution

feed-roadmap

Building The Basics

To enrich the content consuming experience, I created new types of Feed: voucher, best picks, customer gallery, livestream, video, etc.

As a tool to maintain seller-customer relatioinship, I desgined features to enhance 'follow-ship': tab to view following feeds, follower-only voucher, and group message to followers. 

Last but not least, to measure the overall quality of feed content, reading depth is one of our key metrics. Adding hashtags helped with richness and retention to keep customers.

2
feed campaign

Content Design To Drive Conversion

By providing guidelines of collaborating with different types of partners to host campaigns within the channel, I secured the design scalability and consistency.

By providing guidelines of collaborating with different types of partners to host campaigns within the channel, I secured the design scalability and consistency.

Content Design To Drive Conversion

To provide richer content to customers, we need to involve more roles to post and to build up a quality community. Thus I designed convenient tools for verified users to post guided shopping feed, i.e. using video/image to recommend products.

The Sceens – Mobile Perspective Mockup – by Tranmautritam
instyle