Overview

IMLI is a Live streaming E-Commerce app that combines live streaming and E-Commerce to sell products in streaming. it quickly gathers consumers together and creates an environment in which buyers and sellers interact frequently and intensely. Users find live video e-commerce sites to be far more engaging than text- and image-based e-commerce sites, which use "group effect" communication to encourage customers to make larger purchases than they normally would.

Problem Statement

The biggest challenge on this platform with the traditional strategy was that it should have the products displayed as in an e-store and at the same time give the users a real-time experience and feel of the products recommended by the social influencers. On the other end, there was an equal challenge of showcasing the product video, communicating/chatting, and buying the product using a single interface.

Goals

The goal of IMLI was to enhance the "User" experience and remain faithful by showcasing product videos that social influencers had recommended and which give transparency into the product, enabling communication and conversation with streamers to know about the product, and allowing customers to make larger purchases than they normally would through a single interface.

My Role

User Research, Interaction, Visual design, Prototyping & Testing

Project Duration

8 Weeks

35+

App screens

Tools Used

Figma

Miro

Google Form

Zoom

Design Process

Discover

Difine

Ideate

Design

Test

User Research

Empathy Map

User Flow

Wireframes

Feedbacks

Test & Iterate

User Interviews

User Personas

User Journey Maps

Information Architecture

Hi-Fi Designs

Prototype

Conclusion

01 DISCOVER

Quantitative Analysis

During the initial stages of the project, I did get in touch with few users and customers to understand the general user behaviour and their thought process about the application and its concepts. I sent out questionnaires to some of the customers to get their thoughts about the project and its functionalities.

Couple of questions shared in the questionnaire:

1. Do you follow social influencers for the products they showcase?

2. Are you convinced about products when displayed to you by social influencers?

3. Do you prefer to view the products as images or streaming videos?

4. Do you prefer to communicate with influencer about the product?

5. Are you willing to purchase a product watching streaming video of the product?

Qualitative Analysis

I called a few people during this stage. Here, I was interested in understanding the reasonings for some answers and gaining more insight into the quantitative search's data.

How satisfying was your last experience?
What made your experience satisfying?
What made your experience dissatisfied?
Do you know what live stream retailing is?
Have you ever experienced live stream retailing?

Gathering Insights

I like to have an app where i can see product videos to get more insight to the product

live streaming is very good aspect of shopping which can save so much time

would be great where i can interact with sellers about the product

A fun experience that integrates satisfaction with interaction

If there was a method to see cosmetic products like applying foundation or lipstick to see how it truly looks as compared to viewing static images

Live streaming e-commerce video app is way better than only texts and pictures

What Are The Pain Points?

Don't have the time or energy to go shopping in person

The best shopping is done online, but there is little transparency

There is no option to interact with the seller to know about product

Have to spend a lot of time to select best products because nobody clears my doubts

Uncertain of what kind of product will be delivered

Returning the item when it doesn't fit is a waste of time.

DEFINE

Empathy Mapping

I applied the empathy mapping method to learn more about user behaviors and choices. The knowledge we have about a specific sort of user is expressed through a collaborative representation called an empathy map. It externalizes user knowledge to 1) create a clear understanding of user needs, and 2) support decision-making.

User Personas

I created the following User Persona based on the target user group and all the information gathered throughout the research. I was able to create this character to stand in for the App's targeted users.

Bio

Sara is an architect, She is very busy with several meetings and other commitments. Her hectic schedule makes it challenging for her to take time away from her job and household responsibilities to shop for the appropriate clothing. Due to her busy schedule, she can't take her time choosing the finest goods and scheduling a return when unsatisfied is difficult. She worries about how she will get through this situation.

Goals

Want to buy clothes
Want to interact with sellers about the product like fabric & fitting
Trusted shopping makes life easy
Avoid time wastage in the searching best one

“Keeping up with trend is fantastic, but only if the clothing is reasonable and the process is smooth “

Frustrations

Tired of searching best quality
Worried about delivering on time
Frustrated with the return process when unsatisfied
There is no way of interacting with sellers to clear doubts

Sara Singh

Age: 30

Education: Graduate

Status: Married

Location: India

Occupation: Architect

User Journey Mapping

I created a customer journey map based on user research to better understand the key pain points, challenges, behaviors, and overall journey users may have when making appointments. also, make a list of the opportunities

IDEATE

User Flow

A user flow is a path taken by a typical user on an app or website so they can complete a task from start to finish, The goal is to map how users achieve a specific goal as they move through a product

Information Architecture

Information architecture organizes and defines the overall structure of the app or the site & it provides a high-level view of a product. The goal of IA is to arrange content so that users can quickly become familiar with the product's functionality and find whatever they need.

DESIGN

Wireframing

Based on feedback and personal insights I learned from the sketching phase, I began to design my first wireframes using Figma. I made sure to prioritize the features that would best address the needs of the users throughout the website.

Hi-Fi UI Design

I produced the final UI Design prototype based on all of the User Research & Analysis. Here are some of my early experiments with this potential visual aesthetic. Simpleness, originality, and tradition are the three fundamental principles I wanted the visual design to emphasize. I also developed a mobile application to allow patients to book appointments & track nurse.

TEST

Usability Test

I tested the prototype with SIX representative users after the UI design was finished to determine how user-friendly the application is. The following tasks were assigned to participants during the test, which was conducted using Zoom video calls, and I observed how they used the application.

Assigned Tasks

Check live streaming of products & chat integration to ask questions about a specific product with vendor
Chat with sellers about the product like fabric & fitting
Contact the vendor to inquire about an early delivery on request

Findings

The navigation and app flow is straightforward and simple for users to use.
Instead of leading to the product details page, the chat button should be displayed on the app's live streamer page.
To enable users to quickly glance over the product, the review's visibility on the main page needs to be increased.