design portfolio
design portfolio
Client: QVC Global
Duration: 6 months
Completion: December 2020
Project scope
Having worked for QVC as a Lead Designer in the past, I was invited to this project to design a vision for the TV shopping experience across their different channels.
My role involved designing a visionary concept primarily centered around enhancing the mobile app, while also collaborating with Axonista to create immersive experiences for Apple TV and Roku platforms.
The project culminated in delivering final designs, which were subsequently handed over to the product team in Japan for development. Our strategic approach involved launching the product as a testing ground in the Japanese market, allowing us to gather valuable insights and fine-tune its functionality before expanding it globally.
The project commenced with a comprehensive evaluation of QVC's Android and iOS mobile apps. This meticulous process involved conducting desk research on similar experiences in e-commerce, video and music streaming domains. The goal was to gather valuable benchmark insights, which were shared with the internal team.
The resulting report highlighted both challenges and opportunities within key areas such as Live TV, Items Recently on Air, and the Program Guide.
We introduced a dedicated TV Shoppable content area with various enhancements and features, including:
1. A comprehensive review of the Information Architecture to ensure consistent user experience across different devices, thereby boosting traffic.
2. Replacing conflicting close and back buttons on modals with independent screens for seamless navigation, allowing users to access content with a single tap and providing clear pathways to return.
3. Streamlining the shopping experience by enabling customers to make purchases directly from the program guide, eliminating the need to leave the TV section. This feature incorporates prominently featured products.
4. Enhancing content and product findability through a dedicated search function within the Program section, improving users' ability to locate desired items.
5. Providing the capability to preview items scheduled for upcoming shows, allowing users to plan their shopping in advance.
6. Enabling customers to explore and discover specific products within the 'Items recently on Air' feed by combining infinite scroll functionality with filtering options.
The concept was scaled down and the functionalities descoped to ensure we could deliver value to customers and progress through validating and iterating new features. The designs were translated into a clickable prototype and tested with QVC customers.
Check out the clickable prototype
In collaboration with the European and American UX Research teams, we conducted 10 moderated user interviews via Zoom. The participants were selected from a range of QVC customers, including Occasional, Avid, and Elite profiles, all of whom were Android app users based in the US.
MAIN GOALS:
1. Validating the use of a fixed bottom menu consistent with the iOS app.
2. Determining the discoverability and ease of interaction with TV content on the app.
3. Analysing behaviour and customer needs when shopping directly from the show/video player.
4. Understanding how customers browse and search for products featured on TV shows.
5. Learning how users currently interact with the TV Guide content and preempting expectations.
6. Gauging customer pain points when interacting with the “Watch” section end-to-end experience.
7. Identifying potential issues with the multiple interactions available on the product drawer.
8. Gathering user feedback on the Android mobile prototype.
KEY INSIGHTS:
· Customers expressed delight and enthusiasm regarding the ability to shop directly from videos. This feature was well-received and positively impacted their shopping experience.
· Desire for detailed information: clear and comprehensive information was deemed important in supporting their shopping choices.
· Customers reacted positively to the video feed showcasing recently aired items. This feature proved engaging and captured their interest effectively.
· The bottom menu navigation was perceived as intuitive by users. Its placement and functionality facilitated easy exploration and interaction with the app.
· Texts and labels should be reviewed by a copywriter to ensure clarity and conciseness, aimed to enhance the overall quality of information provided to users.
DELIVERY OUTPUTS:
· Design iteration based on usability test recommendations.
· Collaboration with the brand team for UI design guidelines.
· Guide to user interaction and UI handover to developers.
· Development plan focused on five major milestones (epics) to inform the product roadmap.
FUTURE RECOMMENDATIONS
· Usability test to validate multi-tasking functionalities on tablet devices.
· Agree on potential A/B testing areas.
· Run a workshop to prioritise functionalities and design a product release roadmap.