Year

2018-2020


Type

Livestream Shopping App Design

Create Livestream Shoppertainment Experience

Business continues seeking new growth channels. In China, livestream has built a successful example of sales contribution within short time. While in SEA, no e-commerce platform has developed livestream feature yet, and we were the first team to build up infrastructure and ecosystem form 0 to 1.

SEA Social & Content Research

Seller, KOL and Agency as main livestream content providers, are the key to this new type of business model success. Thus in the beginning when we about to start the social project, I initiated a social & content research on social sellers & KOL in SEA, to provide some market and user insights.

We have found out that many social sellers are already doing livestream on SNS while traditional sellers haven’t adopted this kind of new selling tool. Plus offline sellers seek new online channels especially during COVID-19 afterwards. 

The KOL/MCN also seek new collaboration partnership since many are lack of sustainable long-term business model. Most of them never worked with e-commerce platform but with brand directly.

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Build 'Watch & Shop' Content Consumption Mindset for Customers

1

Optimize external traffic

As in SEA, SNS penetration rate is at the top of all countries. It's key to optimize external sharing design to drive more traffic back to our platform. I initiated SNS Sharing Card Optimization project to apply the banner generation technology to our product domains. I consolidated most used SNS sharing card guidelines and shared with design team. The improved sharing card increased 20% external traffic return overall.

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2

End-to-end brand penetration

Within platform, I work with other domains to integrate livestream module within key guided shopping journey. From homepage to PDP, the livestream VI is integrated into each scenario to ensure brand consistency and strengthen mindset.

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3

Expose live-exclusive benefits

Apart from the content itself, why customers would be interested in watching shopping live is mainly for the exclusive discounts during the live session. So on each touchpoint, it's important to reveal that live benefit evidently. After the design revamp, PDP click increase 300%.

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4

Create engaging interaction to increase watch duration

I created design for Guess It - a highly engaging live program to introduce products while customers can participate in the price guessing game and get rewards. It became the most compelling mechanism that drove much higher watch duration and interaction rate.

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5

Build scalable consistent design framework to meet various business needs

I created design for Guess It - a highly engaging live program to introduce products while customers can participate in the price guessing game and get rewards. It became the most compelling mechanism that drove much higher watch duration and interaction rate.

02

Healthy Growth with Content Guidelines

Livestream as a new type of selling tool takes education to let presenters know how to make a good live session. Currently we have content quality issues such as cover images look too much like banners, which leading to customers having weak awareness on the streaming status.

Since presenters don't know how and why they should make a good cover image, I worked with sellers to help them retouch the cover 1 by 1 so they understand what direction we are driving to. With showcases, the quality guide is distributed to venture operators and being updated to wider range of audience. Using Agile method, I could quickly validate the right direction with convincing data result, and roll out the guide to the mass group.

Live Cover Report

After thinking through the entire live-streaming process, I summarized a live quality guidebook with 4 major phases: Cover Image - Title Copywriting - Live Room Preparation - Tricks & Tips During Live. By defining what is good content standard and to build up the segmentation, we can train the presenters by their performance. With better preparation and audience engagement skills, the watch duration has increased double.

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Provide Easier Presenter Experience

As business grew bigger and more complex, we got many new types of presenters, each type has different demand to operate. Thus, during the design revamp, I mapped out all the touchpoints and user journey for all types of presenters, and improved the flow by designing for each personas. Also, I created new tools to make the live creation process much more efficient while achieving ideal business result.

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编组 18
Cover Image Editor v2.0

Create Short Video Infrastructure

Short video as the most popular media to spread content, plays significant role in e-commerce to show product detail in full dimension.

I created the foundation of short video product design, with strong scalability of different video dimentions and use scenarios.