Overview
The existing website and app were experiencing a continuous increase in bounce back rate, along with a decline in user conversion and daily active users.
This project aimed to address these issues by redesigning the desktop and app platforms and introducing features such as an interactive chatbot and voice ordering functionality.
Project Process
The project process was carried out in the following sequence:
User Research → Problem Definition → Ideation → Wireframe → UX Testing → Prototype → Development → Integration Testing → Deployment.
Led the UX design of the Product module:
- Focusing on user research and leveraging quantitative data from Google Analytics.
- Identifying user journeys and define core problems.
- Focusing on user research and leveraging quantitative data from Google Analytics.
- Identifying user journeys and define core problems.
Identified key issues:
- Difficulty in receiving quick responses to queries about live products.
- Lack of detailed discount information on product pages.
- Inaccessibility of price details at a glance upon landing on the page.
- Challenges in engaging with product and additional information through queries.
- Difficulty in receiving quick responses to queries about live products.
- Lack of detailed discount information on product pages.
- Inaccessibility of price details at a glance upon landing on the page.
- Challenges in engaging with product and additional information through queries.
Proposed solutions to address these issues:
- Improved the pricing and live broadcast sections.
- Introduced a live chat feature and an AI NLU-based concierge chatbot.
- Implemented voice ordering functionality using Amazon Polly TTS and Naver Clova STT.
- Improved the pricing and live broadcast sections.
- Introduced a live chat feature and an AI NLU-based concierge chatbot.
- Implemented voice ordering functionality using Amazon Polly TTS and Naver Clova STT.
Features and Main Scene
Product Module
Broadcast information redesign
- Expanded video display area
- Added a broadcast schedule table feature
- Enabled notifications for broadcast schedules
- Provided reminders for upcoming broadcast times
- Added a broadcast schedule table feature
- Enabled notifications for broadcast schedules
- Provided reminders for upcoming broadcast times
Price and Discount information redesign
- Highlighted price discount information
- Added a detailed discount information layer popup
- Ensured price information is visible on the initial landing across all devices with responsive design
- Added a detailed discount information layer popup
- Ensured price information is visible on the initial landing across all devices with responsive design
Concierge Conversation Chatbot
- Assistant Chatbot for easy inquiries about product information
- Product exploration based on purchase history.
- Product exploration based on purchase history.
- Achieved a reduction in bounce back rate compared to the previous version
- 10% increase in conversion rate
- 15% growth in daily active users.
- 10% increase in conversion rate
- 15% growth in daily active users.
Live Chat feature
Broadcast information redesign
- Enabled 1:1 product inquiries and consultations with broadcast hosts
- Allowed users to exchange opinions through chat with other viewers
- Provided the ability to make purchases directly while watching the video
- Allowed users to exchange opinions through chat with other viewers
- Provided the ability to make purchases directly while watching the video
Achievement-
- Replaced an average of 5,000 daily product inquiry calls
- Replaced an average of 15,000 daily order calls
- Achieved a 30% higher purchase conversion rate compared to other modules
- Replaced an average of 15,000 daily order calls
- Achieved a 30% higher purchase conversion rate compared to other modules
Concierge Chatbot & Voice Order
Concierge Chatbot
-Provided broadcast information search, product search, and personalized product recommendation features
- Offered a personalized assistant feature for purchase-related inquiries
- Enabled voice product purchases through trigger words and commands(using Amazon Polly TTS and Naver STT)
- Utilized a knowledge-based bot to handle simple inquiries across all Lotte Home Shopping services
- Offered a personalized assistant feature for purchase-related inquiries
- Enabled voice product purchases through trigger words and commands(using Amazon Polly TTS and Naver STT)
- Utilized a knowledge-based bot to handle simple inquiries across all Lotte Home Shopping services
Achievement
- Replaced 7,000 daily simple inquiries
- Handled 500 daily voice order transactions, contributing to purchase conversion
- Managed 15,000 monthly customer service requests, including delivery inquiries
- Handled 500 daily voice order transactions, contributing to purchase conversion
- Managed 15,000 monthly customer service requests, including delivery inquiries
