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E-commerce allows customers to be immersed in the shopping experience as they would in a physical store without the barrier of the display in front of them.

Overview

The challenge consisted of creating a Livestream e-commerce solution (mobile and desktop) for a furniture shop that sells designer pieces by well-known to less-known designers.

Live Commerce is a term used to describe an e-commerce combination with live streaming video. This type of e-commerce is well known in Asian countries such as China but still new to most European countries.

Analysis

First, I needed to understand the main difference between e-commerce and live commerce.

E-commerce:

Has mainly product photos as a representation most of the time; the buyer therefore has no way to perceive materials and understand the actual dimensions.
The communication between vendor and buyer is not immediate, as it might have to pass through a chat, call center, or email.

Live Commerce:

Allows the buyer to see multiple aspects of the product, including material and dimensions.
The buyers can communicate directly with the vendor in real-time during the live videos. The feeling that the streaming returns is undoubtedly that of immediacy.

Some of the resources that were consulted: Amazon, forbes.com, medium.com, nngroup.com

User Personas

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Silvia

65+ years old lady, married and retired, who wants to renew the furniture of her home.

Needs:

She would like to redecorate a part of the villa to create a relaxing corner where she can read in peace.
She is looking to decorate with a Japanese style.

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Daniele

Young graduate in Interior Design of 25-30 years, who has just bought a house and must furnish all the rooms.

Needs:

He wants to furnish all the rooms to have all the comforts and to be able to accommodate his clients for his meetings.
He is looking for minimal furniture.

Customer Jounery

Now I needed to understand the end-to-end experience from Silvia’s and Daniele’s point of view on platforms that already exist to identify the pain points and opportunities, the emotions that they feel, and also various touch points that could be improved.

Silvia’s identified journey is a linear customer journey, as she has redecorated one house room.

Daniel has to furnish his entire house, so his journey is circular.

User Interviews & Findings

Before starting the wireframes for version 1 of the live commerce feature, I conducted user interviews with target users that aligned with previously created personas.

Check out all the interviews here .

Here is what I found out:

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The Insecure

This type of buyer shows insecurities in choosing the product and finds peace of mind and security from being guided towards the right product by the sales employee.

Characteristics:

tendency to want to be guided.
higher average age.
need of approval.
less comfortable with digital.

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The Socially Anxious

This type of user prefers online purchasing to avoid human contact because it could cause a mistaken purchase or a state of stress.They love e-commerce, but they seek contact with the product that can be had in-store.